An analysis of how Zimbabwean female audiences decode meaning from the Shona-language radio programme Nguva Yevanhukadzi (Time for Women) against the background of their lived experiences
- Authors: Chihota-Charamba, Audrey
- Date: 2014
- Subjects: Radio and women -- Zimbabwe , Mass media and women -- Zimbabwe , Radio audiences -- Zimbabwe , Women in mass media , Mass media -- Zimbabwe , Women -- Zimbabwe -- Social conditions , Patriarchy -- Zimbabwe
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3522 , http://hdl.handle.net/10962/d1011750 , Radio and women -- Zimbabwe , Mass media and women -- Zimbabwe , Radio audiences -- Zimbabwe , Women in mass media , Mass media -- Zimbabwe , Women -- Zimbabwe -- Social conditions , Patriarchy -- Zimbabwe
- Description: This study investigates the Zimbabwean women listeners of a gender-focused radio programme Nguva yevanhukadzi (Time for Women) to find out what meanings they take from the programme. Located within the broad theoretical framework of cultural studies and drawing on audience reception theories, the study focuses on the ways in which Shona-speaking women bring their understandings of their social roles, derived from their lived socio-cultural experiences of patriarchy, to their decoding of the text. The study was set in Harare’s high-density suburb of Mbare and used the qualitative research methods of individual and focus group interviews. The study was conducted against the backdrop of the signing of the Global Political Agreement (GPA) of September 2008, which ended the impasse among the warring political parties, ZANU PF, MDC-T and MDC and introduced a new era of collectively tackling socio-economic development, including redressing gender disparities through women’s empowerment. This study examines the factors shaping the audiences’ readings of the programme and seeks to establish whether the mass media has determining power on its audience in the reception of messages or if the audiences (women) have interpretive freedom. Using Hall’s (1980) Encoding/ Decoding model, the study examines the factors that influence the audiences’ choice in making preferred, negotiated or oppositional readings and the arguments they advance in line with those readings. While the interviews revealed that most of the female listeners “negotiated” the dominant encoded meanings, seeking their relevance to their varied situations and contexts (O’ Sullivan et al. 1994:152; Ang 1990: 159), of interest is the manner in which the women dealt with the discourse of patriarchy within the context of promoting women empowerment. The contestation between women empowerment and addressing patriarchy reflected the subverted notions of maintaining the status quo, while applauding the women’s commitment and ability to interrogate the practicality of issues under discussion and drawing lessons relevant to their day to day lives prior to making the preferred reading. As such, the study revealed that preferred readings are not always automated, but can be a result of intense interrogation among media audiences.
- Full Text:
- Date Issued: 2014
- Authors: Chihota-Charamba, Audrey
- Date: 2014
- Subjects: Radio and women -- Zimbabwe , Mass media and women -- Zimbabwe , Radio audiences -- Zimbabwe , Women in mass media , Mass media -- Zimbabwe , Women -- Zimbabwe -- Social conditions , Patriarchy -- Zimbabwe
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3522 , http://hdl.handle.net/10962/d1011750 , Radio and women -- Zimbabwe , Mass media and women -- Zimbabwe , Radio audiences -- Zimbabwe , Women in mass media , Mass media -- Zimbabwe , Women -- Zimbabwe -- Social conditions , Patriarchy -- Zimbabwe
- Description: This study investigates the Zimbabwean women listeners of a gender-focused radio programme Nguva yevanhukadzi (Time for Women) to find out what meanings they take from the programme. Located within the broad theoretical framework of cultural studies and drawing on audience reception theories, the study focuses on the ways in which Shona-speaking women bring their understandings of their social roles, derived from their lived socio-cultural experiences of patriarchy, to their decoding of the text. The study was set in Harare’s high-density suburb of Mbare and used the qualitative research methods of individual and focus group interviews. The study was conducted against the backdrop of the signing of the Global Political Agreement (GPA) of September 2008, which ended the impasse among the warring political parties, ZANU PF, MDC-T and MDC and introduced a new era of collectively tackling socio-economic development, including redressing gender disparities through women’s empowerment. This study examines the factors shaping the audiences’ readings of the programme and seeks to establish whether the mass media has determining power on its audience in the reception of messages or if the audiences (women) have interpretive freedom. Using Hall’s (1980) Encoding/ Decoding model, the study examines the factors that influence the audiences’ choice in making preferred, negotiated or oppositional readings and the arguments they advance in line with those readings. While the interviews revealed that most of the female listeners “negotiated” the dominant encoded meanings, seeking their relevance to their varied situations and contexts (O’ Sullivan et al. 1994:152; Ang 1990: 159), of interest is the manner in which the women dealt with the discourse of patriarchy within the context of promoting women empowerment. The contestation between women empowerment and addressing patriarchy reflected the subverted notions of maintaining the status quo, while applauding the women’s commitment and ability to interrogate the practicality of issues under discussion and drawing lessons relevant to their day to day lives prior to making the preferred reading. As such, the study revealed that preferred readings are not always automated, but can be a result of intense interrogation among media audiences.
- Full Text:
- Date Issued: 2014
“Please don’t show me on Agataliiko Nfuufu or my husband will beat me like engalabi (long drum)”: young women and tabloid television in Kampala, Uganda
- Authors: Nakacwa, Susan
- Date: 2014
- Subjects: Television broadcasting of news -- Uganda -- Kampala , Reality television programs -- Uganda -- Kampala , Sexism -- Uganda -- Kampala , Women in mass media , Sensationalism on television , Sensationalism in journalism , Mass media -- Moral and ethical aspects , Sex role on television , Uganda -- Social conditions -- 1979-
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3551 , http://hdl.handle.net/10962/d1020968
- Description: The “tabloid TV” news genre is a relatively new phenomenon in Uganda and Africa. The genre has been criticised for depoliticising the public by causing cynicism, and lowering the standards of rational public discourse. Despite the criticisms, the genre has been recognised for bringing ‘the private’ into a public space and one of the major ‘private’ issues on the public agenda is women and gender equality. Given these critiques, this study set out to interrogate the meanings that young working class women in Kampala make of the tabloid television news programme Agataliiko Nfuufu and to ask how these meanings relate to the contested notions of femininity in this urban space. In undertaking this audience reception study I interviewed young women between the ages of 18-35 years by means of individual in-depth interviews and focus group discussions. The study establishes that Agataliiko Nfuufu is consumed in a complex environment where contesting notions of traditionalism and modernity are at play. The study also establishes that while mediating the problems, discomforts and contestations of these young women’s lives, Bukedde TV1 operates within a specific social context and gendered environment where Agataliiko Nfuufu is consumed. The study concludes that the bulletin mediates the young women’s negotiations and contestations, but it provides them with a window into other people’s lives and affords them opportunities to compare, judge and appreciate their own. Furthermore, the gendered roles and expectations in this context have become naturalised and have achieved a taken-for-grantedness. Therefore, patriarchy has been legitimised and naturalised to the extent that the respondents define themselves largely in relation to male relatives, and marriage. While the women lament the changes that have taken place in their social contexts which disrupt the natural gender order, they construct themselves as subjects of the prevailing discourses of gender relations that see men as powerful and women as weak and in need of protection.
- Full Text:
- Date Issued: 2014
- Authors: Nakacwa, Susan
- Date: 2014
- Subjects: Television broadcasting of news -- Uganda -- Kampala , Reality television programs -- Uganda -- Kampala , Sexism -- Uganda -- Kampala , Women in mass media , Sensationalism on television , Sensationalism in journalism , Mass media -- Moral and ethical aspects , Sex role on television , Uganda -- Social conditions -- 1979-
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3551 , http://hdl.handle.net/10962/d1020968
- Description: The “tabloid TV” news genre is a relatively new phenomenon in Uganda and Africa. The genre has been criticised for depoliticising the public by causing cynicism, and lowering the standards of rational public discourse. Despite the criticisms, the genre has been recognised for bringing ‘the private’ into a public space and one of the major ‘private’ issues on the public agenda is women and gender equality. Given these critiques, this study set out to interrogate the meanings that young working class women in Kampala make of the tabloid television news programme Agataliiko Nfuufu and to ask how these meanings relate to the contested notions of femininity in this urban space. In undertaking this audience reception study I interviewed young women between the ages of 18-35 years by means of individual in-depth interviews and focus group discussions. The study establishes that Agataliiko Nfuufu is consumed in a complex environment where contesting notions of traditionalism and modernity are at play. The study also establishes that while mediating the problems, discomforts and contestations of these young women’s lives, Bukedde TV1 operates within a specific social context and gendered environment where Agataliiko Nfuufu is consumed. The study concludes that the bulletin mediates the young women’s negotiations and contestations, but it provides them with a window into other people’s lives and affords them opportunities to compare, judge and appreciate their own. Furthermore, the gendered roles and expectations in this context have become naturalised and have achieved a taken-for-grantedness. Therefore, patriarchy has been legitimised and naturalised to the extent that the respondents define themselves largely in relation to male relatives, and marriage. While the women lament the changes that have taken place in their social contexts which disrupt the natural gender order, they construct themselves as subjects of the prevailing discourses of gender relations that see men as powerful and women as weak and in need of protection.
- Full Text:
- Date Issued: 2014
Making sense of Men's Health: an investigation into the meanings men and women make of Men's Health
- Authors: McCance-Price, Maris
- Date: 2006
- Subjects: Men's Health (South Africa) , Men's magazines -- South Africa , Men in mass media , Women in mass media , Sex role in mass media , Men in popular culture , Women in popular culture , Mass media -- Social aspects
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3464 , http://hdl.handle.net/10962/d1002919 , Men's Health (South Africa) , Men's magazines -- South Africa , Men in mass media , Women in mass media , Sex role in mass media , Men in popular culture , Women in popular culture , Mass media -- Social aspects
- Description: This study investigates the popular pleasures produced by readers of men's magazines, focusing primarily on the publication, Men's Health, which represents a new type of magazine catering for men. Using qualitative research methods such as textual analysis and reception analysis, the study explores the pleasures produced by both men and women from the consumption of such texts. The theoretical perspective of cultural studies informs this project, an approach that focuses on the generation and circulation of meanings in society. Focusing on the notion of the active audience and Hall's encoding/decoding model, this study examines readers' interpretations of the Men's Health text, focusing on the moment of consumption in the circuit of culture. Reception theory proposes the existence of "clustered readings" produced by interpretive communities that are socially rather than individually constructed. As a critical ethnography, the study interrogates these meanings with particular reference to questions of gender relations and power in society. Access to different discourses is structured by the social position of readers within relations of power and this study takes gender as a structuring principle. Therefore, this study also explores the particular discursive practices through which masculine and feminine imagery is produced by the Men's Health text and by its readers. The research findings support the more limited notion of the active audience espoused by theorists such as Hall (1980) offering further evidence to suggest that readers produce readings other than those preferred by the text and that therein lies the pleasure of the text for male and female readers. The research concludes that the popularity of Men's Health derives from the capacity of its readers to make multiple meanings of the text.
- Full Text:
- Date Issued: 2006
- Authors: McCance-Price, Maris
- Date: 2006
- Subjects: Men's Health (South Africa) , Men's magazines -- South Africa , Men in mass media , Women in mass media , Sex role in mass media , Men in popular culture , Women in popular culture , Mass media -- Social aspects
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3464 , http://hdl.handle.net/10962/d1002919 , Men's Health (South Africa) , Men's magazines -- South Africa , Men in mass media , Women in mass media , Sex role in mass media , Men in popular culture , Women in popular culture , Mass media -- Social aspects
- Description: This study investigates the popular pleasures produced by readers of men's magazines, focusing primarily on the publication, Men's Health, which represents a new type of magazine catering for men. Using qualitative research methods such as textual analysis and reception analysis, the study explores the pleasures produced by both men and women from the consumption of such texts. The theoretical perspective of cultural studies informs this project, an approach that focuses on the generation and circulation of meanings in society. Focusing on the notion of the active audience and Hall's encoding/decoding model, this study examines readers' interpretations of the Men's Health text, focusing on the moment of consumption in the circuit of culture. Reception theory proposes the existence of "clustered readings" produced by interpretive communities that are socially rather than individually constructed. As a critical ethnography, the study interrogates these meanings with particular reference to questions of gender relations and power in society. Access to different discourses is structured by the social position of readers within relations of power and this study takes gender as a structuring principle. Therefore, this study also explores the particular discursive practices through which masculine and feminine imagery is produced by the Men's Health text and by its readers. The research findings support the more limited notion of the active audience espoused by theorists such as Hall (1980) offering further evidence to suggest that readers produce readings other than those preferred by the text and that therein lies the pleasure of the text for male and female readers. The research concludes that the popularity of Men's Health derives from the capacity of its readers to make multiple meanings of the text.
- Full Text:
- Date Issued: 2006
Representations of women in women's magazines
- Authors: Ndzamela, Viwe
- Date: 2002
- Subjects: Women in mass media , Women's periodicals, South African
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3475 , http://hdl.handle.net/10962/d1002930 , Women in mass media , Women's periodicals, South African
- Description: Women’s magazines as a popular form of entertainment are among the media products that have been criticised for misrepresenting women. These popular magazines are often condemned for their failure to represent women in a positive light although they claim to target women as their market. The objective of this research is to assess and analyse representations of women in selected women’s magazines. Because women’s magazines are part of popular culture, which is not only concerned with the production process but also takes into consideration the needs of the readers, the research seeks to find out whether these magazines meet the expectations of its readers. The study is a combination of qualitative analysis, which looks at the frequency and the manner in which women are represented, with a qualitative interpretation of women’s roles within those representations. The issue of representations of women in women’s magazines is a very complex one as magazines, like other cultural texts are open to multiple interpretations. Consequently, multiple conclusions have been reached and the outcome of the study is therefore a series of three conclusions based on feature articles, advertisements and at a theoretical level.
- Full Text:
- Date Issued: 2002
- Authors: Ndzamela, Viwe
- Date: 2002
- Subjects: Women in mass media , Women's periodicals, South African
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3475 , http://hdl.handle.net/10962/d1002930 , Women in mass media , Women's periodicals, South African
- Description: Women’s magazines as a popular form of entertainment are among the media products that have been criticised for misrepresenting women. These popular magazines are often condemned for their failure to represent women in a positive light although they claim to target women as their market. The objective of this research is to assess and analyse representations of women in selected women’s magazines. Because women’s magazines are part of popular culture, which is not only concerned with the production process but also takes into consideration the needs of the readers, the research seeks to find out whether these magazines meet the expectations of its readers. The study is a combination of qualitative analysis, which looks at the frequency and the manner in which women are represented, with a qualitative interpretation of women’s roles within those representations. The issue of representations of women in women’s magazines is a very complex one as magazines, like other cultural texts are open to multiple interpretations. Consequently, multiple conclusions have been reached and the outcome of the study is therefore a series of three conclusions based on feature articles, advertisements and at a theoretical level.
- Full Text:
- Date Issued: 2002
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