An analysis of how Zimbabwean women negotiate the meaning of HIV/AIDS prevention television advertisements
The study is situated within the broad theoretical and methodological framework of both the communication for development and the cultural studies approaches to the study of the media. Data for the investigation was collected through the focus group and in-depth interview methods as well as through the websites and organisational documents produced by the encoders of the advertisements.
The findings indicate that the female audiences’ interpretative strategies were informed by their lived experience as well as pre-existing knowledge. Based on the findings it can be deduced that, contrary to earlier beliefs and media theories such as that of the “hypodermic needle” theory the audience of public communication is not a passive homogenous mass that easily succumbs to media influences, rather the audience is active in the production of meaning, but under determinate conditions in particular contexts. The texts, the producing institutions and the social history of the audiences supply these conditions.
School Location:South Africa
Source Type:Master's Thesis
Keywords:journalism and media studies
Date of Publication:01/01/2007