Audience Perceptions of Gender-based Violence in Skeem Saam among Thohoyandou Viewers in Vhembe District, Limpopo Province

Abstract

This study employs a qualitative case study design to examine six key forms of gender-based violence (GBV) in South African soap opera: physical violence, psychological/emotional violence, cultural/traditional violence, economic violence, digital/online violence, and sexual violence. It explores audience perceptions of GBV framing, character dynamics, and the effects on viewers’ attitudes, perceptions, and behaviours. Grounded in Media Feminist and Cultivation Theory, the research utilises semi-structured interviews to collect data from Skeem Saam viewers residing in Thohoyandou, Vhembe District, Limpopo province. Thematic Analysis was used to identify recurring patterns and themes, providing a nuanced understanding of how GBV is portrayed and received. The study recommends the development of media policies, social intervention strategies, and audience engagement approaches to foster critical thinking and proactive responses to GBV. By addressing the implications of media portrayals, this research contributes to the ongoing discourse on the role of television in shaping societal attitudes and behaviours. It highlights the need for responsible portrayals of women, emphasising the importance of collaboration between media stakeholders, regulators, and policymakers in promoting gender equality and challenging harmful narratives. The findings underscore the broader impact of media representation on public perception and policymaking, offering insights into strategies for ethical and effective media engagement.