Decoding Messages: A Reception Analysis of How Youth Make Sense of Hiv/Aids Messages of Yebekal Radio Program
| dc.contributor.advisor | Teshome, Woldeab (PhD) | |
| dc.contributor.author | Mergia, Tibebe | |
| dc.date.accessioned | 2018-07-03T10:00:09Z | |
| dc.date.accessioned | 2023-11-08T13:37:48Z | |
| dc.date.available | 2018-07-03T10:00:09Z | |
| dc.date.available | 2023-11-08T13:37:48Z | |
| dc.date.issued | 2006-08 | |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/5861 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Hiv/Aids Messages of Yebekal Radio | en_US |
| dc.title | Decoding Messages: A Reception Analysis of How Youth Make Sense of Hiv/Aids Messages of Yebekal Radio Program | en_US |
| dc.type | Thesis | en_US |