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Role Model For Soap Operas

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48323594 – HMPYC80 – 657174
Title: Soap operas as a platform for disseminating health information regarding antiretroviral treatment (ART) – the use of ‘reel’ versus ‘real’ role models: a case study of the South African TV soap Opera, Isidingo
Author: 48323594
Research Article
Soap operas as a platform for disseminating health information regarding antiretroviral treatment (ART) – the use of ‘reel’ versus ‘real’ role models: a case study of the South African TV soap Opera, Isidingo
By 48323594
Abstract
This study explored the extent to which a commercially driven prosocial soap opera can provide a platform for public health messaging, in the context of the HIV and AIDS epidemic in South Africa, for antiretroviral treatment (ART) and for encouraging …show more content…

Realistic characters on TV shows can serve as role models whose behaviour can be emulated. In ‘real life’ by contrast, there is obviously no scripting and putative role models can go ‘off message’. Soap operas appeal to a wide audience and so storylines can be tailor-made according to the times and the needs in terms of health issues and …show more content…

My research question encompasses both these (reception study and evaluating educational health programming) and thus focus groups seemed the natural method in order to answer this research question. I chose the method of a ‘once off’ focus group with each support group – an approach which was favoured by Merton (Lunt & Livingstone, 1996).
Analysis of data
Transcribing focus group discussions can prove difficult because of the flow of conversation and different voices within the group. This can partly be solved by taking notes of who speaks when during the interviews (Lunt & Livingstone, 1996). An interview guide can further aid the transcribing process as it sets out the various themes. As the focus groups were directed according to my interview guide I was able to categorise my gathered information according to themes. However, some new and unexpected themes did arise and these were then categorised separately.
Content analysis needs to be systematic to ensure validity when using interpretive approaches. Furthermore, Lunt and Livingstone (1996:95) point out that “You can always pick out striking examples, but you easily miss reverse cases and all the ambiguous cases”; thus it was in searching for what is missing that some interesting conclusions could be

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