Accounting for youth audiences' resistances to HIV and Aids messages in the television drama Tsha Tsha in South Africa

Dados Bibliográficos

ID2177779
AutoresBlessing Makwambeni (0000-0003-0188-260X, Cape Peninsula University of Technology, autor correspondente), Abiodun Salawu (0000-0002-1687-4621, North-West University)
Ano2018
Volume15
Fascículo1
Páginas20-30
Data de publicação2018-01-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoSAHARA-J Journal of Social Aspects of HIV/AIDS (JOURNAL)
Identificadores do periódicoISSN: 1729-0376 • E-ISSN: 1813-4424
EditoraInforma UK Limited (PUBLISHER • GB)
DOI10.1080/17290376.2018.1444506
PMID29508641
OpenAlexW2792580393
IdiomaEN
Citações recebidas3
Referências citadas28

Theoretical debates and literature on E-E efforts in Africa have largely focussed on understanding how and why interventions on HIV and AIDS are effective in influencing behaviour change among target communities. Very few studies have sought to investigate and understand why a substantial number of targeted audiences resist the preferred readings that are encoded into E-E interventions on HIV and AIDS. Using cultural studies as its conceptual framework and reception analysis as its methodology, this study investigated and accounted for the oppositional readings that subaltern black South African youths negotiate from Tsha Tsha, an E-E television drama on HIV and AIDS in South Africa. Results from the study show that HIV and AIDS messages in Tsha Tsha face substantial resistances from situated youth viewers whose social contexts of consumption, shared identities, quotidian experiences and subjectivities, provide critical lines along which the E-E text is often resisted and inflected. These findings do not only hold several implications for E-E practice and research, they further reflect the utility of articulating cultural studies and reception analysis into a more nuanced theoretical and methodological framework for evaluating the 'impact' of E-E interventions on HIV and AIDS

Audience reception · Drama · Literature · Media studies · Negotiation · Psychological intervention · Situated · Social science · Sociology · Gender Studies · Gender, Feminism, and Media · Media Influence and Health · Media Studies and Communication · Medicine · Psychology · Social Psychology