Negotiating family planning radio messages among Malawian rural men of traditional authority Kadewere, Chiradzulo district

Ntaba, Jolly Maxwell

Title: Negotiating family planning radio messages among Malawian rural men of traditional authority Kadewere, Chiradzulo district
Creator: Ntaba, Jolly Maxwell
ThesisAdvisor: Boshoff, Priscilla
Subject: Family planning -- Malawi
Subject: Birth control -- Malawi
Subject: Radio advertising -- Campaigns -- Malawi
Subject: Men -- Attitudes
Date: 2012
Type: text
Type: Thesis
Type: Masters
Type: MA
Identifier: vital:3548
Identifier: http://hdl.handle.net/10962/d1018258
Description: Family planning campaigns, using the media among other advocacy interventions, are produced and disseminated by both government and nongovernment organizations in Malawi, with an aim of reducing fertility and promotion of reproductive health. This qualitative audience study looks specifically at the reception by rural men of radio broadcast Public Service Announcements produced by the NGO, Banja La Mtsogolo, a leading provider of family planning services and products based in Blantyre. The aim of the study is to understand how the appropriation of these messages relates to traditional concepts of gender, masculinity and kinship within an area that has not been spared the influences, values and accoutrements of modernity. Underpinned by Hall’s encoding and decoding model, the study reveals that at most men make an oppositional reading of the texts based on their lived and shared cultural experiences. The results show that while people understand and appreciate the importance of family planning, cultural and traditional influences play a major role in how these messages are appropriated by and incorporated into the everyday lives of their listeners. Given the above understandings, the research asks what are the implications for the success of family-planning media campaigns by government and other non-governmental organisations such as Banja La Mtsogolo
Format: 121 leaves, pdf
Publisher: Rhodes University, Faculty of Humanities, Journalism and Media Studies
Language: English
Rights: Ntaba, Jolly Maxwell

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