Please use this identifier to cite or link to this item: http://hdl.handle.net/11189/6961
Title: Accounting for youth audiences’ resistances to HIV and AIDS messages in the television drama Tsha Tsha in South Africa
Authors: Makwambeni, Blessing 
Salawu, Abiodum 
Keywords: audience reception, cultural studies, entertainment-education, HIV and AIDS
Issue Date: 6-Mar-2018
Publisher: Taylor and Francis
Source: Blessing Makwambeni & Abiodun Salawu (2018) Accounting for youth audiences’ resistances to HIV and AIDS messages in the television drama Tsha Tsha in South Africa, SAHARA-J: Journal of Social Aspects of HIV/AIDS, 15:1, 20-30
Journal: SAHARA-J: Journal of Social Aspects of HIV/AIDS 
Abstract: 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.
Description: Article
URI: http://hdl.handle.net/11189/6961
ISSN: 1729-0376
DOI: 10.1080/17290376.2018.1444506
Appears in Collections:FID - Journal Articles (not DHET subsidised)

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