An analysis of how Zimbabwean women negotiate the meaning of HIV/AIDS prevention television advertisements

Situated within the debate concerning the impact of media on audiences, the thesis examines how a group of Zimbabwean women receive advertisements on HIV/AIDS. The findings of the research suggest that the women interpret the media messages based on their life experiences and pre-existing knowledge. thatis, the audience in this research is not described as passive recipients of media.

Publisher: Unpublished Masters thesis, Rhodes University
Year of Publication: 2007