Год выпуска: 2010 Автор: Caroline Hungwe Издательство: LAP Lambert Academic Publishing Страниц: 128 ISBN: 9783838346175
Описание
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 ...
