a Media Department , Cape Peninsula University of Technology , Cape Town , South Africa.
b Department of Communication , North-West University , Mafikeng , South Africa.
SAHARA J. 2018 Dec;15(1):20-30. doi: 10.1080/17290376.2018.1444506.
Theoretical debates and literature on E-E efforts in Africa have largely focussed on understanding how and why interventions on HIV and AIDS are effective in influencing behaviour change among target communities. Very few studies have sought to investigate and understand why a substantial number of targeted audiences resist the preferred readings that are encoded into E-E interventions on HIV and AIDS. Using cultural studies as its conceptual framework and reception analysis as its methodology, this study investigated and accounted for the oppositional readings that subaltern black South African youths negotiate from Tsha Tsha, an E-E television drama on HIV and AIDS in South Africa. Results from the study show that HIV and AIDS messages in Tsha Tsha face substantial resistances from situated youth viewers whose social contexts of consumption, shared identities, quotidian experiences and subjectivities, provide critical lines along which the E-E text is often resisted and inflected. These findings do not only hold several implications for E-E practice and research, they further reflect the utility of articulating cultural studies and reception analysis into a more nuanced theoretical and methodological framework for evaluating the 'impact' of E-E interventions on HIV and AIDS.
关于非洲电子健康传播干预措施的理论辩论和文献主要集中在理解干预措施如何以及为何能够有效地影响目标社区的行为改变。很少有研究试图调查和了解为什么大量目标受众抵制 HIV 和艾滋病电子健康传播干预措施中编码的首选解读。本研究以文化研究为概念框架，以接受分析为方法，调查和解释了来自南非底层黑人青年对 Tsha Tsha 的反对性解读，Tsha Tsha 是一部关于南非 HIV 和艾滋病的电子健康电视剧。研究结果表明，Tsha Tsha 中的 HIV 和艾滋病信息面临来自特定青年观众的巨大抵制，这些观众的消费社会背景、共同身份、日常经验和主体性为电子健康文本经常被抵制和影响的关键线路提供了依据。这些发现不仅对电子健康传播实践和研究具有重要意义，还进一步反映了将文化研究和接受分析纳入更细致的理论和方法框架来评估电子健康传播干预措施对 HIV 和艾滋病的“影响”的实用性。
