Content area
Abstract
The aim of this study is to develop attitudinal scales with which expectations of the viewers of television in Namibia regarding television news as well as the perceived nature of television news in 1990 may be measured. The television viewership of the "Namibian Broadcasting Corporation" (NBC),representing all Namibians regardless of ethnic grouping in possession of television licenses, was used as universum.
The data obtained may be used to develop a television news model which may satisfy the majority of the population of Namibia. A systems approach was used in this process. The study of television news on a macro-level can best be explained utilising a systems model. A systems model through which an attempt is made to explain the audio-visual transmission of information was thus developed. This model may be applied to television systems within any society.
It was found that television is the primary source of news for a majority of targeted viewers. According to the viewers, NBC television news closely approaches an authoritarian television news model. Viewers' expectations are generally not satisfied through NBC television news contents or the visual presentation thereof. It was established that NBC television does not function independently of the government and is neither completely objective nor credible.
Generally viewers indicated their expectations of a television news model which should contain elements of a western television news model.
Regarding the visual presentation of television news, general guidelines which may help to make television news more interesting for viewers are discussed. The most important conclusion about the quality of television news is that it should be interesting.
In conclusion, television news in Namibia may play an important role to facilitate political socialisation in this multicultural society by providing impartial political information. Restrictions by the government should be kept to a minimum. The television system in Namibia ought to be not only formally autonomous of the government. but should also be perceived as such by the public. The television system in turn should act responsibly in terms of its functions regarding the supply of information.
In this way a climate conducive to political and economical development in Namibia may be created.
