{"product_id":"hiv-aids-prevention-television-advertisements-in-africa-von-caroline-hungwe","title":"HIV\/AIDS prevention television advertisements in Africa","description":"\u003cp\u003ethis 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.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838346175\"\u003e\u003ch3\u003eAn analysis of how Zimbabwean women negotiate the meaning of HIV\/AIDS prevention television advertisements\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838346175","offer_id":39469165117533,"sku":"9783838346175","price":59.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/a58a9c48-76c3-4861-8349-b1bffeaa9cad.jpg?v=1775627578","url":"https:\/\/shop.autorenwelt.de\/products\/hiv-aids-prevention-television-advertisements-in-africa-von-caroline-hungwe","provider":"Autorenwelt Shop","version":"1.0","type":"link"}