Rural-urban migration in Lesotho has resulted in an increased risk of HIV infection in urban areas. Most of these migrants are in the textile industry. For the rest of the population, this type of support is still very limited and implemented randomly. Support is therefore watered down and not experienced by those who need it most.
Chapter Two
The implication is that the assessment was made under the banner of the newly formed. The churches' resistance to some aspects of the brochure was considered a limitation of the process.
Chapter Three
Theoretical framework and Methodology
The codes used in encoding a message may not be the codes used by the message decoder. The reader can make a preferred, negotiated, or opposite reading of the coded meaning intended by the message producer. Modernization assumes that the media is able to fulfill this role because of the paradigm's view of the communication process.
The theory implies that the underdevelopment in Third World countries is a result of the so-called development introduced by the developed. The dependency paradigm views international relations in terms of the center and the periphery; corresponding to the First and Third worlds respectively. The DSC paradigm emerged as a response to the shortcomings of the development strategies of the dependency model.
Freire suggested that for education to be relevant to students' experiences, they must take an active role in creating their own education.
Research methodology and methods
Of these pictures, Basotho make up 44% of the celebrities in the brochure while South African celebrities make up 56%. Upon receiving a positive response, a meeting was scheduled to conduct the focus group with the group members. An inquiry was made by a colleague of the researcher whether her children's school received such a brochure.
Her familiarity with the booklet prompted the researcher to call the school and a meeting with the students was secured. This chapter discusses the theoretical framework and methodologies used in the study in which the findings of the study can be analyzed. The interviews also made it possible to bring together the views of the stakeholders and the target public regarding the implementation of the Choose Life project.
The findings of the research, with reference to the reception of Choose Life by its target audience, are discussed in the next chapter.
Chapter Four
Research findings and analysis
Respondents' profiles
Out of 11 men who are in intimate relationships, 54% of them indicated that they engage in sexual practices while 46% said that they do not. This is indicative of the fact that ChooseLife was intended for a young audience who may not have yet started having sexual relations, but ended up gaining a large audience from an older audience who were already participating in sexual activities. It is worth noting that the focus group with the youngest respondents conveyed the impression that most of them were not yet sexually active.
Urban) While we are talking we say what we think is right because we are not in love yet because we are still very young. It is not good and they can become infected with AIDS (FGD,2004). Urban) When asked if condoms make sex less enjoyable, one participant said, “I don't think we can answer that question because it depends. Of the ten urban respondents and the nine rural respondents who answered the above question, 50% of the respondents were Urban respondents met their intimate partners on a daily basis, while 44% of the rural population did so.
From the respondents who responded to the question, it appears that urban respondents start sexual relations earlier, with 100% indicating that their first sexual encounter took place between the ages of 12-16.
Of the 26 respondents, 73% of respondents indicated that they would go for VCT, while 27% would not. Of the 13 urban respondents who responded to the question, 46% said ChooseLife had a positive impact on them, while 54% said otherwise. Of the 11 rural respondents, 54% said ChooseLife had a positive impact on them, while 46% said it did not.
Consequently, it was expected that very few or none of the selected samples would have overlapped with the LENASOChoose Lifepre test sample. Regarding the issue of beneficiaries' participation in intervention programmes, participants believed that it is crucial that they are involved in interventions targeted at them from the initial planning stages to the implementation stages. There were two people who worked consistently on adapting the booklet, as other members of LENASO were not readily available when needed (Interview with Ranneileng, October 2004). Ranneileng attributes this shortcoming to a lack of expertise and infrastructure on the part of LENASO.
It is clear that the lack of dedicated manpower limited the scope and reach of the pre-test phase of the project.
Perceptions of youth on Choose Life
The Lord's path finders youth club (Urban) - This group, made up of youths from a village in Maseru and its surroundings, mostly felt that the use of celebrities did not really make the messages more credible for them. However, respondents felt that ordinary people in the community who are not famous are more credible and should be used instead. From these comments, it can be argued that campaigns should consider using a mix of celebrities as well as local people. However, some felt that it was up to a person to accept or ignore celebrity advice.
Some felt that the use of celebrities gave these messages more credibility because whatever celebrities say appeals to young people. Others felt that the use of celebrities in a booklet such as Choose Life would only appeal to those young people who had access to radio and television and had seen and heard these celebrities before. Therefore, they felt that the celebrity ended up blurring the message so that they only see the celebrity and not the message.
This group felt that the booklet was intended for an urban audience because some of the radio stations whose DJs were in the booklet did not reach their locations, and therefore they did not know them.
Participants' views on content
These respondents unanimously agreed that it is not easy to abstain from sexual relationships once they have begun. The younger respondents, who were unlikely to have had sexual relations yet, believed that it is possible to have fun without sex: These respondents had an oppositional interpretation of the image portrayed by ChooseLife and other campaigns that it is a myth that condoms make sex less make it enjoyable.
This leads to disruption of the preferred meaning that condoms do not make sex less enjoyable. However, a significant number of participants believed that it was not true that having sex with a condom made it less enjoyable: The majority of respondents believed that it is the responsibility of both partners to have and use condoms.
This is an indication that it is essential that campaigns exploit the positive aspects of culture.
Determinant factors on reception of Choose Life
Essentially, the perception of urban youth about rural youth is that they (rural youth) remain backward and lack knowledge about sex and their sexuality. Discrepancies in the social position of the target group contributed to the way different lectures about Choose Life came about. Regarding the Choose Lifebooklet, rural youth felt that it was intended for an urban reader because they did not find anything they could identify with.
Persistent communication barriers between parents and children set back the effectiveness of the booklet. They told them that. implied that the young were more promiscuous than the rest of the population. I think on the one hand it is good, but on the other hand it is bad, because some people take advantage of the AIDS issue.
Ironically, no connection was made between the Soul City logo and the fact that most of the actors in the booklet were the same from the Soul City series.
Chapter Five
Summary and Conclusion
The findings of the present study should be seen as influenced by a number of factors. There is a possibility that only a minority of the target audience was reached even though 1050 primary schools received the booklets. The research findings suggest that the oppositional readings evident from most of the responses are the result of the sample being mostly adolescents older than the target age group.
Furthermore, communication campaigns that only target teenagers but do not include other community members will not be effective in the long run. What are the positive and negative cultural attributes of the local community regarding HIV/AIDS. It is argued that the Soul City/LENASO partnership underestimated the role these factors could play in the uptake of the Choose Life brochure by its intended audience.
In terms of the DSC model, specialists support the projects and activities of the local population through a participatory approach.
Storey (Ed.) What is cultural. 1987) Television Culture.London and New York: Methuen & Co LTD & Routledge. Challenging the assumptions and perspectives. 1997) Sex and Sexuality: Risk and Relationships in the Age of AIDS. 1991) Communication for development in the third world: theory and. 2001) Communication for Development in the Third World. 2004).
Kimaryo et al Turning crisis into opportunity: strategies to scale up the national response to the HIVAIDS pandemic in Lesotho. Turning crisis into opportunity: strategies for scaling up the national response to the HIVAIDS pandemic in Lesotho. Soul City (2001) The social change of Soul City's communication experience. Parktown: Soul City: Institute for Communication Health and Development.
Do you think using celebrities makes the messages more credible or does it encourage you to do the things they say.
