Re-appraising entertainment-education praxis and reception in subaltern spaces: the case of Tsha Tsha in South Africa
- Authors: Makwambeni, Blessing
- Date: 2013
- Language: English
- Type: Thesis , Doctoral , PhD (Com)
- Identifier: vital:11369 , http://hdl.handle.net/10353/d1015380
- Description: The entertainment education (E-E) strategy has gained currency in development communication scholarship and praxis. However, the theoretical treatment of the strategy has mostly emphasised questions of effectiveness thereby paying minimal attention to substantial resistances encountered at the message reception level. This study investigates the praxis and reception of the E-E television drama Tsha Tsha. It uses the Cultural Studies approach and reception theory to explore the consumption of Tsha Tsha by subaltern black South African youths located within specific socio-historical contexts. Audiences’ negotiated readings were used to critique the assumption that E-E messages are ‘unproblematically’ received by target audiences. Tsha Tsha’s E-E strategy and its theoretical and methodological inputs were also appraised with a view to locating the intervention within the trajectory of E-E and development communication interventions. The emerging insights were critical in understanding whether contemporary E-E interventions have transcended modernisation practice. While the focused synthesis approach, consisting of qualitative content analysis, document analysis and literature review, was used to evaluate Tsha Tsha’s use of the E-E strategy, reception analysis comprising of focus group discussions and follow up in-depth interviews with selected subaltern black South African youths was employed to explore viewers’ social production of meaning from the media text. This process enabled the study to identify the locus of meaning between the two contenting poles: the media text and situated readers. The study’s findings indicate that some contemporary E-E interventions have transended ‘modernisation practice’. Their conceptual and methodological approaches have embraced the central tenets of communication for social change. The results from the reception study also clearly indicated that E-E enterventions face resistances in subaltern discursive spaces. Situated readers’ negotiation of Tsha Tsha showed that viewers are not passive readers of E-E texts. Rather they are engaged in an ongoing process of re-interpreting and resisting the ‘preferred text’. Audiences situated discourses and lived experiences at times provided alternative frameworks through which the ‘dominant meanings’ were re-interpreted and even opposed.
- Full Text:
- Date Issued: 2013
- Authors: Makwambeni, Blessing
- Date: 2013
- Language: English
- Type: Thesis , Doctoral , PhD (Com)
- Identifier: vital:11369 , http://hdl.handle.net/10353/d1015380
- Description: The entertainment education (E-E) strategy has gained currency in development communication scholarship and praxis. However, the theoretical treatment of the strategy has mostly emphasised questions of effectiveness thereby paying minimal attention to substantial resistances encountered at the message reception level. This study investigates the praxis and reception of the E-E television drama Tsha Tsha. It uses the Cultural Studies approach and reception theory to explore the consumption of Tsha Tsha by subaltern black South African youths located within specific socio-historical contexts. Audiences’ negotiated readings were used to critique the assumption that E-E messages are ‘unproblematically’ received by target audiences. Tsha Tsha’s E-E strategy and its theoretical and methodological inputs were also appraised with a view to locating the intervention within the trajectory of E-E and development communication interventions. The emerging insights were critical in understanding whether contemporary E-E interventions have transcended modernisation practice. While the focused synthesis approach, consisting of qualitative content analysis, document analysis and literature review, was used to evaluate Tsha Tsha’s use of the E-E strategy, reception analysis comprising of focus group discussions and follow up in-depth interviews with selected subaltern black South African youths was employed to explore viewers’ social production of meaning from the media text. This process enabled the study to identify the locus of meaning between the two contenting poles: the media text and situated readers. The study’s findings indicate that some contemporary E-E interventions have transended ‘modernisation practice’. Their conceptual and methodological approaches have embraced the central tenets of communication for social change. The results from the reception study also clearly indicated that E-E enterventions face resistances in subaltern discursive spaces. Situated readers’ negotiation of Tsha Tsha showed that viewers are not passive readers of E-E texts. Rather they are engaged in an ongoing process of re-interpreting and resisting the ‘preferred text’. Audiences situated discourses and lived experiences at times provided alternative frameworks through which the ‘dominant meanings’ were re-interpreted and even opposed.
- Full Text:
- Date Issued: 2013
Hiv/Aids communication and youth behaviour in South Africa: a study of female high school students in the Eastern Cape Province
- Authors: Mpofu, Nkosinothando
- Date: 2012
- Subjects: HIV infections -- Social aspects -- South Africa , AIDS (Disease) -- Social aspects -- South Africa , Communication in public health -- South Africa
- Language: English
- Type: Thesis , Doctoral , PhD (Com)
- Identifier: vital:11368 , http://hdl.handle.net/10353/d1015374 , HIV infections -- Social aspects -- South Africa , AIDS (Disease) -- Social aspects -- South Africa , Communication in public health -- South Africa
- Description: Human Immuno-Deficiency Virus and Acquired Immune-Deficiency Syndrome communication remains one of the most significant tools in the fight against HIV/AIDS given the absence of the cure to fight the growth and spread of the global pandemic. Through the use of information, HIV/AIDS communication seeks to empower recipients or societies with skills that will help reduce their risk of infection. South Africa has seen a high visibility of HIV/AIDS communication programmes or campaigns aimed at empowering different audiences, whilst paying particular emphasis on the most vulnerable. Young people, in particular young women, have a higher prevalence of HIV/AIDS in South Africa. This has prompted the development of many youth focused communication campaigns which have sought to address factors that increase young people`s vulnerability to HIV infection. However, despite the high visibility of HIV/AIDS communication campaigns targeting young people, high risk behaviours are still being seen among young women. Important to note are the high teenage pregnancy rates, growing abuse of substances and even the premature engagement of sexual activities among female youths. This, therefore, raises questions on the effect of HIV/AIDS communication programmes in encouraging protective behaviour against risky behavioural practices amongst young women. Using both quantitative and qualitative research approaches to this study, an investigation was conducted into whether current HIV/AIDS communication campaigns have been limited (in terms of effectiveness) when it comes to communicating with young women on issues relating to HIV/AIDS. Awareness of HIV/AIDS and HIV/AIDS communication programmes, relevance of HIV/AIDS communication programmes, the factors that influence the use and understanding of HIV/AIDS messages and the impact of HIV/AIDS communication on attitude and behaviour change amongst female youths is measured. A total of 350 questionnaire copies were self-administered to 350 participants, with a 100 percent response rate. From the 350 participants, seventy five took part in focus group discussions. Data obtained was analysed using SPSS (for descriptive statistics), and the grounded theory. The results of the study indicate that all participants were aware of HIV/AIDS with at least 60% of the participants aware of at least three HIV/AIDS communication campaigns. When measuring the relevance of HIV/AIDS communication campaigns, participants (58%) indicate that issues discussed in most HIV/AIDS communication campaigns increased the relevance of HIV/AIDS messages to young women although such relevance was, for some respondents, affected by limited access to communication campaigns. Results also show that levels of knowledge and understanding of factors that expose young women to HIV infections differed amongst participants in as much as the factors that hinder the use of advice contained in HIV/AIDS messages also differed. Sixty-nine percent of the participants have knowledge and a better understanding of factors that expose young females to HIV infections. Twenty-five percent of the participants identified peer pressure, whilst 23% identified limited access to HIV/AIDS communication campaigns and another 18% identified a disregard of HIV/AIDS messages as significant factors that limit the ability of individuals to implement advice contained in HIV/AIDS messages. The results also indicate that although HIV/AIDS communication campaigns seem to have played a role in empowering some participants, there is still a significant minority whom communication has not effectively communicated with. Based on these findings, the study suggests, amongst other things, the need to intensify current HIV/AIDS communication campaigns through the provision of consistent messages on appropriate condom use, the identification of easily accessible communication channels and the development of thought provoking and attention grabbing campaigns as well as the need to continue to directly involve young women in the processes of their own development.
- Full Text:
- Date Issued: 2012
- Authors: Mpofu, Nkosinothando
- Date: 2012
- Subjects: HIV infections -- Social aspects -- South Africa , AIDS (Disease) -- Social aspects -- South Africa , Communication in public health -- South Africa
- Language: English
- Type: Thesis , Doctoral , PhD (Com)
- Identifier: vital:11368 , http://hdl.handle.net/10353/d1015374 , HIV infections -- Social aspects -- South Africa , AIDS (Disease) -- Social aspects -- South Africa , Communication in public health -- South Africa
- Description: Human Immuno-Deficiency Virus and Acquired Immune-Deficiency Syndrome communication remains one of the most significant tools in the fight against HIV/AIDS given the absence of the cure to fight the growth and spread of the global pandemic. Through the use of information, HIV/AIDS communication seeks to empower recipients or societies with skills that will help reduce their risk of infection. South Africa has seen a high visibility of HIV/AIDS communication programmes or campaigns aimed at empowering different audiences, whilst paying particular emphasis on the most vulnerable. Young people, in particular young women, have a higher prevalence of HIV/AIDS in South Africa. This has prompted the development of many youth focused communication campaigns which have sought to address factors that increase young people`s vulnerability to HIV infection. However, despite the high visibility of HIV/AIDS communication campaigns targeting young people, high risk behaviours are still being seen among young women. Important to note are the high teenage pregnancy rates, growing abuse of substances and even the premature engagement of sexual activities among female youths. This, therefore, raises questions on the effect of HIV/AIDS communication programmes in encouraging protective behaviour against risky behavioural practices amongst young women. Using both quantitative and qualitative research approaches to this study, an investigation was conducted into whether current HIV/AIDS communication campaigns have been limited (in terms of effectiveness) when it comes to communicating with young women on issues relating to HIV/AIDS. Awareness of HIV/AIDS and HIV/AIDS communication programmes, relevance of HIV/AIDS communication programmes, the factors that influence the use and understanding of HIV/AIDS messages and the impact of HIV/AIDS communication on attitude and behaviour change amongst female youths is measured. A total of 350 questionnaire copies were self-administered to 350 participants, with a 100 percent response rate. From the 350 participants, seventy five took part in focus group discussions. Data obtained was analysed using SPSS (for descriptive statistics), and the grounded theory. The results of the study indicate that all participants were aware of HIV/AIDS with at least 60% of the participants aware of at least three HIV/AIDS communication campaigns. When measuring the relevance of HIV/AIDS communication campaigns, participants (58%) indicate that issues discussed in most HIV/AIDS communication campaigns increased the relevance of HIV/AIDS messages to young women although such relevance was, for some respondents, affected by limited access to communication campaigns. Results also show that levels of knowledge and understanding of factors that expose young women to HIV infections differed amongst participants in as much as the factors that hinder the use of advice contained in HIV/AIDS messages also differed. Sixty-nine percent of the participants have knowledge and a better understanding of factors that expose young females to HIV infections. Twenty-five percent of the participants identified peer pressure, whilst 23% identified limited access to HIV/AIDS communication campaigns and another 18% identified a disregard of HIV/AIDS messages as significant factors that limit the ability of individuals to implement advice contained in HIV/AIDS messages. The results also indicate that although HIV/AIDS communication campaigns seem to have played a role in empowering some participants, there is still a significant minority whom communication has not effectively communicated with. Based on these findings, the study suggests, amongst other things, the need to intensify current HIV/AIDS communication campaigns through the provision of consistent messages on appropriate condom use, the identification of easily accessible communication channels and the development of thought provoking and attention grabbing campaigns as well as the need to continue to directly involve young women in the processes of their own development.
- Full Text:
- Date Issued: 2012
A participatory communication approach of rural cattle project: a case study of Nguni cattle project in the Eastern Cape, South Africa
- Authors: Usadolo, Sam Erevbenagie
- Date: 2011
- Subjects: Communication in community development -- South Africa , Nguni cattle -- South Africa , Participatory rural appraisal
- Language: English
- Type: Thesis , Doctoral , PhD (Com)
- Identifier: vital:11370 , http://hdl.handle.net/10353/d1015407 , Communication in community development -- South Africa , Nguni cattle -- South Africa , Participatory rural appraisal
- Description: project. It did this by reviewing relevant literature in development communication. The review done showed that literature is replete with arguments critical of the dominant paradigm due to its top-down nature of communication. Scholars critical of dominant paradigm argue that participatory communication should be given a prominent role to ensure that stakeholders work in concert to realise the stated objectives of their development project. The study highlighted many contentious issues surrounding the nature and practices of participatory communication. It pointed out that the issues have played themselves out in literature in the form of different typologies of participatory practices, which were dealt with extensively in this study. The discussion of participatory communication in literature is also mindful of different models of communication and the space they occupy in participatory communication practices. In this study, there was a discussion of transactional communication models as depicted by Nair and White (1993:52) and Steinberg (1997:19). Both scholars emphasise that participatory communication will not achieve its stated purpose without mutual agreement of the parties in communication. They equally stress the recognition of the possible effects of some contextual factors which may have bearing on the prevailing nature of communication. A review of different communication tools used by participatory development communicator was given in the study. These different communication tools were discussed in view of how these tools can be used to advance participatory practice in a development project, especially with reference to the project examined in this study. Using qualitative research method, different and appropriate interview methods such as semi-structured, focus group and post-survey interviews were used to collect data from the respondents in this study. The analysis and discussion of the data revealed that different challenges on the ground could affect participatory communication practices in a development project. With regard to the project examined in this study, the analysis showed that there is a weak stakeholder relationship, especially stakeholders identified in this study as field officers. The study highlighted that stakeholders such as the agricultural extension officers and animal health technicians are not very active in the implementation process of the project. Some of the reasons pointed out is the fact that the secondary stakeholder such as the Provincial Department of Agricultural (PDoA) to which these field officers belong is not playing active role in ensuring that they complement the efforts of other field officers such as the IDC representatives. The second reason is the fact that the participatory focus of the project was not properly communicated to the beneficiaries. This also transpired in their inability to reflect participatory practice in their relationship with the beneficiaries and other stakeholders of the project. Other challenges, among others, as pointed out in the analysis showed that participatory communication practice requires expert personnel to be successful. In the case of the project examined, apart from the fact that there is shortage of manpower to handle the challenges mentioned in the study, there is no communication expert among the few active personnel in the field. The findings of this study showed that there was no clear role and identification of responsibilities let alone coordination of all actors involved in the project. Through the selected case study, this study has not only provided avenue to explore both theoretically and practically participatory communication, but has added to participatory communication discourse that there is no easy answer to challenges field officers encounter in practice. This is the reason the different participatory practices characterising nature of the project this study has investigated was given.
- Full Text:
- Date Issued: 2011
- Authors: Usadolo, Sam Erevbenagie
- Date: 2011
- Subjects: Communication in community development -- South Africa , Nguni cattle -- South Africa , Participatory rural appraisal
- Language: English
- Type: Thesis , Doctoral , PhD (Com)
- Identifier: vital:11370 , http://hdl.handle.net/10353/d1015407 , Communication in community development -- South Africa , Nguni cattle -- South Africa , Participatory rural appraisal
- Description: project. It did this by reviewing relevant literature in development communication. The review done showed that literature is replete with arguments critical of the dominant paradigm due to its top-down nature of communication. Scholars critical of dominant paradigm argue that participatory communication should be given a prominent role to ensure that stakeholders work in concert to realise the stated objectives of their development project. The study highlighted many contentious issues surrounding the nature and practices of participatory communication. It pointed out that the issues have played themselves out in literature in the form of different typologies of participatory practices, which were dealt with extensively in this study. The discussion of participatory communication in literature is also mindful of different models of communication and the space they occupy in participatory communication practices. In this study, there was a discussion of transactional communication models as depicted by Nair and White (1993:52) and Steinberg (1997:19). Both scholars emphasise that participatory communication will not achieve its stated purpose without mutual agreement of the parties in communication. They equally stress the recognition of the possible effects of some contextual factors which may have bearing on the prevailing nature of communication. A review of different communication tools used by participatory development communicator was given in the study. These different communication tools were discussed in view of how these tools can be used to advance participatory practice in a development project, especially with reference to the project examined in this study. Using qualitative research method, different and appropriate interview methods such as semi-structured, focus group and post-survey interviews were used to collect data from the respondents in this study. The analysis and discussion of the data revealed that different challenges on the ground could affect participatory communication practices in a development project. With regard to the project examined in this study, the analysis showed that there is a weak stakeholder relationship, especially stakeholders identified in this study as field officers. The study highlighted that stakeholders such as the agricultural extension officers and animal health technicians are not very active in the implementation process of the project. Some of the reasons pointed out is the fact that the secondary stakeholder such as the Provincial Department of Agricultural (PDoA) to which these field officers belong is not playing active role in ensuring that they complement the efforts of other field officers such as the IDC representatives. The second reason is the fact that the participatory focus of the project was not properly communicated to the beneficiaries. This also transpired in their inability to reflect participatory practice in their relationship with the beneficiaries and other stakeholders of the project. Other challenges, among others, as pointed out in the analysis showed that participatory communication practice requires expert personnel to be successful. In the case of the project examined, apart from the fact that there is shortage of manpower to handle the challenges mentioned in the study, there is no communication expert among the few active personnel in the field. The findings of this study showed that there was no clear role and identification of responsibilities let alone coordination of all actors involved in the project. Through the selected case study, this study has not only provided avenue to explore both theoretically and practically participatory communication, but has added to participatory communication discourse that there is no easy answer to challenges field officers encounter in practice. This is the reason the different participatory practices characterising nature of the project this study has investigated was given.
- Full Text:
- Date Issued: 2011
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