"[...] the aims for embarking on this study were (a) for the researcher to understand more about the TV, it’s various genres and audiences preferences; (b) Explore the applicability of cultivation theory to an African TV audience; (c) gather data about important values and value changes, and share it with any interested persons; (d) use the knowledge acquired to explain the value changes taking place in Zambian society, especially Catholic youth; (e) observe the emerging social trends within Zambian society, particularly among younger people, and (f) assess the suitability of TV as a means for transmission of personal values in Zambia. The dissertation is divided into three parts: Part one presents a literature review of mass media development, the nature of values and media effects theory. The second part deals with research design and methodology. Lastly, part 3 presents the research findings." (Introduction, page 12-13)