Decoding Messages A Reception Analysis Of How Youth Make Sense Of Hivaids Messages Of Yebekal Radio Program

Based on reception theory, this study was conducted to explore how high schoolrnyouth in Addis Ababa, Ethiopia, interpret and make sense of HIV/AIDS mediarnmessages, with particular reference to “Yebekal” HIV/AIDS Radio Program.rnTo generate appropriate data, a two stage triangulated research design,rnemploying qualitative approach was devised. Using purposive sampling method,rna total of 36 high school students in Addis Ababa who were well suited for therncriteria, namely, who are between the ages 15-24, who know the program wellrnand also who are willing to take part in the study were drawn from three highrnschools and participated in the study. The data was collected through focusrngroup discussions and individual in-depth interviews.rnThis study elicited important insights in the understanding of how youth makernsense of HIV/AIDS media messages. Accordingly, it was observed that therernwere incomplete understandings or decoding of the variety of messages includedrnunder the umbrella of the HIV/AIDS message of “Yebekal” HIV/AIDS radiornprogram. The study also identified the poor listening habit of the youth becausernof the inconvenience transmission time of the program and its being not sornentertaining as the main cause for the incomplete understanding of the wholernmessages of the program.rnBesides, the study revealed that there were misunderstandings,rnmisinterpretations of messages, negotiations of meanings as well as oppositionrnof messages in some instances. Lack of complete and detail information,rncontradictory messages and also portrayal of females negatively in somerninstances were identified as potential sources for the misinterpretation,rnnegotiation and opposition to some of the HIV/AIDS messages of “Yebekal”rnamong its youth audiences.Therefore, considering the interest, background and life style of the youth in therndesign and delivery of HIV/AIDS messages as well as providing complete andrndetail information in entertaining ways are paramount importance in reducing andrnavoiding the discrepancy of decoding messages among the youth audience

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