Decoding Messages: A Reception Analysis of How Youth Make Sense of Hiv/Aids Messages of Yebekal Radio Program
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Date
2006-08
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Addis Ababa University
Abstract
Based on reception theory, this study was conducted to explore how high school
youth in Addis Ababa, Ethiopia, interpret and make sense of HIV/AIDS media
messages, with particular reference to “Yebekal” HIV/AIDS Radio Program.
To generate appropriate data, a two stage triangulated research design,
employing qualitative approach was devised. Using purposive sampling method,
a total of 36 high school students in Addis Ababa who were well suited for the
criteria, namely, who are between the ages 15-24, who know the program well
and also who are willing to take part in the study were drawn from three high
schools and participated in the study. The data was collected through focus
group discussions and individual in-depth interviews.
This study elicited important insights in the understanding of how youth make
sense of HIV/AIDS media messages. Accordingly, it was observed that there
were incomplete understandings or decoding of the variety of messages included
under the umbrella of the HIV/AIDS message of “Yebekal” HIV/AIDS radio
program. The study also identified the poor listening habit of the youth because
of the inconvenience transmission time of the program and its being not so
entertaining as the main cause for the incomplete understanding of the whole
messages of the program.
Besides, the study revealed that there were misunderstandings,
misinterpretations of messages, negotiations of meanings as well as opposition
of messages in some instances. Lack of complete and detail information,
contradictory messages and also portrayal of females negatively in some
instances were identified as potential sources for the misinterpretation,
negotiation and opposition to some of the HIV/AIDS messages of “Yebekal”
among its youth audiences.Therefore, considering the interest, background and life style of the youth in the
design and delivery of HIV/AIDS messages as well as providing complete and
detail information in entertaining ways are paramount importance in reducing and
avoiding the discrepancy of decoding messages among the youth audience
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Hiv/Aids Messages of Yebekal Radio