Media/0i/c. Ofcom. Home. Culture, Communication and Media Studies - Intertextuality in the soap opera Egoli: Culture and Consumption. Intertextuality in the soap opera Egoli: Culture and Consumption. By Chantel Oosthuysen (1997) Place: University of Natal, Durban Product: Master’s Thesis Egoli is the only locally produced daily soap opera in South Africa. It is broadcast on the Electronic Media Network (M-Net) every weekday from 18h00 to 18h30. According to the All Media and Product Survey (AMPS) more than 1.3 million viewers watch Egoli every day (June 1996).
Soap opera is often seen as providing mere entertainment from which the audience derives pleasure. As a result of its number of viewers, Egoli is in a powerful position in terms of incorporating context-specific events and utilising these to supply the audience with sufficient information. For Gramsci (1971) hegemony is a tool for understanding society in order to contest or change it. Egoli can serve as a cultural forum with the aim of making different cultural groups aware of each other’s customs, habits, attitudes and values (Pitout, 1996: 203-206). Culture, Communication and Media Studies - Intertextuality in the soap opera Egoli: Culture and Consumption.
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