International Journal of Research and Innovation in Social Science (IJRISS) | Volume IV, Issue VIII, August 2020 | ISSN 2454–6186

The Influence of Telenovelas on the Social Life of the Youth of Tamale Metropolis of Ghana

Paul Achonga Kabah Kwode¹, John Stephen Agbenyo², Dr. Adam Bawa Yussif^3
1Lecturer, Media and Communication Studies Department, Tamale Technical University
²Faculty of Social Science, St. Paul’s University, Limuru-Kenya
³Senior Lecturer, Media and Communication Studies Department, Tamale Technical University

Abstract: Telenovelas are gradually making their way into every home with their melodramatic style of arresting the taste and fulfilling a great vacuum in the viewing pleasure of the youth of Tamale metropolis of Ghana. This paper adopted a purposive qualitative study to investigate the influence of telenovelas in the social life of the youth of Tamale. It discovered that some of the youth have adapted new identities and personalities out of the telenovelas they watch. The youth tend to cultivate some habits exhibited in the telenovelas they watch which is alien to the culture and people of the metropolis. This study recommends formulation and systematic implementation of indigenous policies that will arrest the zeal and craze for foreign telenovelas in Ghana. The government must take particular interest in programmes broadcast on the numerous television channels across the country to ensure that they are consistent with our national goals and aspirations as a people.

Key words: Telenovela, Influence, Youth, Tamale, Cultivation analysis.

I. INTRODUCTION

The mass media, particularly television have undoubtedly become a huge part of the daily lives of many. Television has become a major source of information, education and entertainment. Lasswell (1948) as cited in Folarin (2005:74) has assigned the following functions to the media:

1.  “Surveillance of the Environment (the news function)”.
2.  “Correlation of the different parts of the Environment (the editorial function)”.
3. “Transmission of the cultural heritage from one generation to the other (the cultural transmission function)”.

Television viewing among all age groups is quite common in Ghana particularly because it is a source of entertainment and leisure for people. Whereas viewing in itself cannot be grudged, it is becoming worrisome to see many foreign movies and telenovelas or soap operas being telecast on virtually every television station in Ghana. Dominick (2013:434), did not mince words in stating that “the mass media also play an important role in transmission of attitudes, perceptions and beliefs”. What is not clear though is the concern that these soap operas or series have the potential of influencing the viewer’s social life towards a certain direction.