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Abstract

An attempt was made to determine whether an especially planned company radio programme would be received more favourably by Bantu mine workers than the ordinary public radio programme. The content of the latter was more generally aimed, consisted mainly of music, and was in Sotho, the language of only part of the workers at this particular mine. The special programme was in Sotho, Xosa, Shangaan, and Fanakalo and included music, serials, news, talks on mining and religion. It was introduced in one compoud, while simultaneously the ordinary programme was relayed to a control compound. A 15-item attitude scale was used to compare the attitudes of samples of 100 Ss from each compound. The experimental group showed significantly more favourable attitudes toward their programme, as well as significantly smaller variance.

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Attitudes of Bantu Mine Workers toward a Communication Medium

Abstract

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