Doctoral thesis (Phd in Humanities)This thesis examines how local television soap operas influence perceptions and attitudes among audience in Tanzania. The general view of the related literature was that soap operas which have been produced in developing countries like Tanzania are principally pro-development in nature and are so designed. However, neither had any scientific study been conducted within the country to prove this view with regard to local television soap operas, norhad any researcher focused their study on how these local television soap operas influence perceptions and attitudes of their audience. To achieve this goal, the study reviewed Jumba la Dhahabu and Siri ya Mtungi television soap operas in which themes were identified. Designs of the local television soap operas and views of local audience towards these television soap operas were also examined. This study was conducted in Coast Region, Dar-es- Salaam, and Tanga Regions. The study comprised of 60 respondents who were purposively selected. Data were obtained through reviewing of the selected soap soaps, in-depth interviews and FGDs.Thematic coding approach was used to analyze the data. Reception Theory was used to guide this study.This study found out that themes in both soap operas reflect the day-to-day lives of the audience and that a design workshop is a vital element in the design of any soap opera. Means of learning among audience (viewers) of both soap operas were through self-reflection, changing to avoid similar fate that befell characters, changes of audience’s behaviours vis a vis changes of characters’ behaviours in soap operas, and predicting the future and taking appropriate actions. Futhermore, means of learning among audience (leading actors) were through exposing them to educative programmes, by observing other leading actors in the same soap opera, and through prolonged acting. This study concludes that as long as the soap operas reflect day-to-day lives, audiences’ perceptions and attitudes will be influenced, positively or negatively. This study, therefore, recommends that, professionalism be practiced whether the aim is to produce an entertainment or an entertainment-education soap opera. This is because, irrespective of the aim, the production will always have an impact on the audience.