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This study investigated the role of television soap operas in the propagation of emerging values and new trends of marriages. The focus was on the possible influence of such a role on Zulu couples' choice of a specific marital lifestyle and gender roles, and the consequences, if any, of such an influence on the couples' relationships. The theoretical framework was that of cultivation theory, and the study explored the possible cultivation influence of watching soap operas aired by the South African Broadcasting Corporation (SABC1) and Etv television channels.