Caroline Hungwe

HIV/AIDS prevention television advertisements in Africa

An analysis of how Zimbabwean women negotiate the meaning of HIV/AIDS prevention television advertisements

• Broschiertes Buch

Produktbeschreibung

this study takes the form of a qualitative audience reception analysis; to investigate how a particular group of female audiences situated in Zimbabwe interprets televised HIV/AIDS prevention advertisements. It examines the extent to which the social context influences the audiences acceptance or rejection of preferred readings encoded in the texts. 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.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.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 128
• Erscheinungstermin: 15. Februar 2010
• Englisch
• Abmessung: 220mm x 150mm x 8mm
• Gewicht: 190g
• ISBN-13: 9783838346175
• ISBN-10: 3838346173
• Artikelnr.: 28898523

Autorenporträt

Caroline Hungwe is een Senior Media/Communicatiedeskundige met meer dan 14 jaar ervaring in het bedenken en ontwerpen van communicatiestrategieën, het schrijven en redigeren van content op meerdere platforms - waarbij zij een scala aan stijlen en technieken hanteert die passen bij de context, het publiek en de aard van de informatie.