| Abstract: | ABSTRACT This article deals with an investigation into the need for Afrikaans television programmes among Afrikaans viewers in the changing media environment in South Africa. Viewers' needs were researched by means of a case study among grade 10 learners in Pretoria. The uses and gratifications approach serves as the theoretical framework of the study and a number of variables affecting respondents' need with regard to Afrikaans television programmes are investigated. These variables are television driven (supply, content and structure of Afrikaans programmes), technology driven (new media technologies such as satellite television and the Internet) and viewer driven (socio-cultural, personal and demographic factors). The study finds a relation between these variables and the need for Afrikaans programmes among respondents. The supply, content and structure of Afrikaans programmes do not gratify respondents' needs. New media technologies broaden respondents' socio-cultural horizons, enabling them to watch, interpret, associate with, and enjoy English programmes comfortably. The changing socio-cultural and demographic environment is liberalising traditional Afrikaans views on television use and is exposing an increasing number of Afrikaans viewers to global television. Within this context the need for Afrikaans programmes is diminishing, placing a question mark over the future of Afrikaans as a television language. |
