Communication Evaluation (34)

Audience reception analysis of the national Brothers for Life mass media campaign

Date Published: 
2013 Jan 31
Authors: 
Laura Myers, Helen Hajiyiannis, Alice Clarfelt, Tshegofatso Bessenaar, Ts’elisehang Motuba, Rethabile Mashale, Nolwazi Mkhwanazi, and Kevin Kelly
Brothers for Life is a national campaign that promotes the health and wellbeing of South African men with a focus on HIV. Launched in South Africa in August 2009, the Brothers for Life campaign is the first social and behaviour change communication campaign to be introduced in the country that focuses on men aged thirty years and over; a hitherto largely overlooked target audience. 

This report presents the findings of a qualitative audience reception analysis of the mass media component of the Brothers for Life campaign. Key findings of the audience reception evaluation include:

  1. The overall reception of the Brothers for Life national mass media communication campaign
  2. Key strengths and weaknesses of the Brothers for Life campaign and what audiences/listeners liked and disliked about the campaign 
  3. The relationship between general objectives of the Brothers for Life campaign and actual audience engagement – message ‘take out’ and ‘unintended’ meanings arising from the mass media materials
  4. Audience perception of and identification with the campaign, and instances of related behaviour and attitude change

 

Intersexions series two evaluation (executive summary)

Date Published: 
2014 May 1
Authors: 
Laura Myers, Helen Hajiyiannis, Alice Clarfelt, and Ts’elisehang Motuba
Executive summary of the evaluation of the second season of Intersexions.

'The way the virus spoke, it was like it was talking to me'

Date Published: 
2013 Aug 10
Authors: 
Laura Myers

'The way the virus spoke, it was like it was talking to me': fear and efficacy in the television drama series, Intersexions.

PowerPoint presentation on the evaluation of series one.

Audience identification with a character's dilemma to use traditional medicine vs. ART

Date Published: 
2013 Jun 1
Authors: 
Laura Myers

Audience identification with a character's dilemma to use traditional medicine vs. ART: the capacity of a television drama series to promote health-enhancing behaviour. 

Oral presentation at 2013 SA AIDS Conference. 

'Maybe she has slept with someone I have slept with before'

Date Published: 
2013 Jun 1
Authors: 
Laura Myers, Alice Clarfelt, Helen Hajiyiannis

'Maybe she has slept with someone I have slept with before': viewers' understanding of the sexual network as informed by the television drama series, Intersexions. 

2013 SA AIDS Conference poster.  

Mr. V is always there next to you saying, 'if you do not use a condom, I will get you'

Date Published: 
2013 Jun 1
Authors: 
Helen Hajiyiannis, Laura Myers, Alice Clarfelt

Mr. V is always there next to you saying, 'if you do not use a condom, I will get you'

2013 SA AIDS Conference poster presentation on fear and efficacy in the television drama series, Intersexions. 

Conceptualisation of the sexual network in Intersexions

Date Published: 
2012 Sep 1
Authors: 
Laura Myers, Alice Clarfelt, Helen Hajiyiannis

‘I would be thinking days after that; sitting in a taxi, I would look at people and go ‘maybe she has slept with someone I have slept with before’: The conceptualisation of the sexual network in the drama series, Intersexions, and viewers’ subsequent engagement with this message.

Fear and efficacy in Intersexions

Date Published: 
2012 Sep 1
Authors: 
Alice Clarfelt, Helen Hajiyiannis, Laura Myers

Fear and efficacy in Intersexions.

Analysis of Intersexions Episode 26 and the dramatic effectiveness of the semiotic device of the narrator, ‘Mr V’, using fear appeals theory.

Intersexions series one evaluation (executive summary)

Date Published: 
2011 Sep 1
Authors: 
Helen Hajiyiannis, Laura Myers, Alice Clarfelt, Jacky Mendes, Tshego Besesenaar, Ts'elisehang Motuba
Executive summary of the evaluation of the first season of Intersexions.

Modelling or Muddling: Perceptions of sexual relationships in popular television. 2009

Date Published: 
2009 Mar 27
Authors: 
Warren Parker
Modelling or Muddling: Perceptions of sexual relationships in popular television
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