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

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...

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Detalles Bibliográficos
Autores principales: Makwambeni, Blessing, Salawu, Abiodun
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Taylor & Francis 2018
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5844054/
https://www.ncbi.nlm.nih.gov/pubmed/29508641
http://dx.doi.org/10.1080/17290376.2018.1444506
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author Makwambeni, Blessing
Salawu, Abiodun
author_facet Makwambeni, Blessing
Salawu, Abiodun
author_sort Makwambeni, Blessing
collection PubMed
description 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.
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spelling pubmed-58440542018-03-13 Accounting for youth audiences’ resistances to HIV and AIDS messages in the television drama Tsha Tsha in South Africa Makwambeni, Blessing Salawu, Abiodun SAHARA J Original Articles 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. Taylor & Francis 2018-02-06 /pmc/articles/PMC5844054/ /pubmed/29508641 http://dx.doi.org/10.1080/17290376.2018.1444506 Text en © 2018 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group http://creativecommons.org/licenses/by/4.0/ This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
spellingShingle Original Articles
Makwambeni, Blessing
Salawu, Abiodun
Accounting for youth audiences’ resistances to HIV and AIDS messages in the television drama Tsha Tsha in South Africa
title Accounting for youth audiences’ resistances to HIV and AIDS messages in the television drama Tsha Tsha in South Africa
title_full Accounting for youth audiences’ resistances to HIV and AIDS messages in the television drama Tsha Tsha in South Africa
title_fullStr Accounting for youth audiences’ resistances to HIV and AIDS messages in the television drama Tsha Tsha in South Africa
title_full_unstemmed Accounting for youth audiences’ resistances to HIV and AIDS messages in the television drama Tsha Tsha in South Africa
title_short Accounting for youth audiences’ resistances to HIV and AIDS messages in the television drama Tsha Tsha in South Africa
title_sort accounting for youth audiences’ resistances to hiv and aids messages in the television drama tsha tsha in south africa
topic Original Articles
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5844054/
https://www.ncbi.nlm.nih.gov/pubmed/29508641
http://dx.doi.org/10.1080/17290376.2018.1444506
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