The Influence of Telenovelas on Romantic Relationship Behaviour: A Case of Kenya Institute of Mass Communication (KIMC) Female Students

Abstract

This research examined the influence of telenovelas on romantic relationship behaviour among female college students in Nairobi by focusing on particular romantic relationship behaviours found in telenovelas. The objectives of the study were to; establish the number of hours devoted to watching telenovelas, determine the motivations of watching telenovelas, find out whether students identified with telenovela characters and determine if the watching of telenovelas influenced students’ behaviour in romantic relationships. Descriptive research design was used and the target population was female students enrolled at Kenya Institute of Mass Communication (KIMC). A total of 132 questionnaires were used in data collection, which was analysed using the Statistical Package for Social Sciences (SPSS) version 20. The study found that the students watched telenovelas to learn about romantic relationships at 93.4%, to relax at 92.5% and to learn about people and the world at 88.7%. A majority (67%) wished to be like their favourite telenovela characters. Furthermore, a large number of the respondents agreed that telenovelas influenced them in avoiding conflict with their partner at 77.5%, kissing their boyfriends at 62.3%, and expecting flowers and chocolates from their boyfriends at 54.7%. The study concluded that college students identified with both the male and female models presented and watched primarily to learn about romantic relationships. The study recommended that media literacy courses should be compulsory for students so that they can better understand media and local producers to create local stories that share African values.