Audience understandings of AIDS media messages: a discussion of methods

Kitzinger, Jenny ORCID: https://orcid.org/0000-0002-2593-8033 1990. Audience understandings of AIDS media messages: a discussion of methods. Sociology of Health & Illness 12 (3) , pp. 319-355. 10.1111/1467-9566.ep11347258

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Abstract

What do people think of the media coverage of AIDS; how do they interpret what they hear and see? This article explores the methods used on the AIDS Media Research Project to examine audience ‘readings’ of AIDS media messages. It highlights the advantages of employing a combination of questionnaires, group discussion and different group exercises and presents some preliminary findings to show how these data collection techniques can throw light on audience understandings of AIDS and the media. In particular the focus is on how such methods help to explain two areas of apparent ‘misunderstanding’: the distinction between HIV and AIDS and the risks of blood donation and lesbian sex.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Journalism, Media and Culture
Subjects:	H Social Sciences > HQ The family. Marriage. Woman P Language and Literature > PN Literature (General) > PN1990 Broadcasting R Medicine > RA Public aspects of medicine
Publisher:	Wiley
ISSN:	1467-9566
Last Modified:	25 Oct 2022 08:55
URI:	https://orca.cardiff.ac.uk/id/eprint/56442

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