A thesis submitted to the Faculty of Arts in fulfilment of the requirements for the Degree of Masters in Communication Science in the Department of Communication Science at the University of Zululand, South Africa, 2015 / Amidst growing concerns about the impact of Human Immuno Deficiency Virus and Acquired Immunodeficiency Syndrome (HIV & AIDS) on the political, social and economic spheres of our country, comes the responsibility of government to address this pertinent issue, especially through communication within the uThungulu District Municipality Structures. This research emerges within the context of rising levels of human immuno deficiency virus (HIV) infection amongst young adults, and the escalation of deaths from the acquired immunodeficiency syndrome AIDS. This study critically examines the commonly used theories and models used during HIV & AIDS preventative care communication strategies. Failure to acknowledge the communication context in campaigns theory has various negative implications. One implication is that the messages are sender-oriented, however there has been sufficient campaigns for grassroots dialogue but the recipients are unable to identify with the message as they are divorced from the context of its production. Furthermore, because of a lack of engagement by the recipient in the development of messages, retention of knowledge is minimal, and this leads to a lack of acceptance of the message. Clearly, then, there exists a need for the communication strategies, theories and models to be rearticulated so that they are more relevant and may be adapted for application within various cultural contexts. This study examines the role of communication campaign theory and audience participation as central components during planning, implementation and evaluation phases of HIV & AIDS prevention.

Este estudo situado na área da Comunicação e da Saúde, teve por objetivo analisar sentidos relacionados à vulnerabilidade feminina ao HIV/aids produzidos por receptoras de um programa radiofônico voltado ao enfrentamento do HIV/aids, transmitido por uma rádio comunitária da cidade de São Paulo. Para isso, articula conceitos de gênero, da produção social dos discursos, produção de sentidos, vulnerabilidade feminina ao HIV/aids. A análise, realizada com base em entrevistas com receptoras do programa radiofônico, elegeu a categoria gênero como instância de mediação para interpretação dos sentidos produzidos na recepção. Os resultados indicam que possíveis transformações/mudanças relacionadas à sexualidade e à prevenção ao HIV/aids nos relacionamentos afetivo-sexuais são muito permeáveis ao desejo do homem. Indicam também que a inserção do programa radiofônico Silvia e Você na rede discursiva provocou deslocamentos importantes tendo em vista o enfrentamento da epidemia / This study is located in the area of Communication and Health, had intended to analyze senses related to women\'s vulnerability to HIV/aids produced by receivers of a radio program targeted to confront HIV/aids, transmitted by a communitarian radio of Sao Paulo city. To do this, articulates concepts of gender, social discourse production, production of senses, women\'s vulnerability to HIV/aids. The analysis, based on interviews with receivers of a radio program, named category genre as instance of mediation for interpretation of the senses produced at reception. The results indicate that possible transformations/changes related to sexuality and HIV/aids prevention in affective-sexual relationships are very permeable to the desire of man. Also indicate that the insertion of radio program Silvia and You on the discursive network caused major shifts in order to confront the epidemic

Este estudo situado na área da Comunicação e da Saúde, teve por objetivo analisar sentidos relacionados à vulnerabilidade feminina ao HIV/aids produzidos por receptoras de um programa radiofônico voltado ao enfrentamento do HIV/aids, transmitido por uma rádio comunitária da cidade de São Paulo. Para isso, articula conceitos de gênero, da produção social dos discursos, produção de sentidos, vulnerabilidade feminina ao HIV/aids. A análise, realizada com base em entrevistas com receptoras do programa radiofônico, elegeu a categoria gênero como instância de mediação para interpretação dos sentidos produzidos na recepção. Os resultados indicam que possíveis transformações/mudanças relacionadas à sexualidade e à prevenção ao HIV/aids nos relacionamentos afetivo-sexuais são muito permeáveis ao desejo do homem. Indicam também que a inserção do programa radiofônico Silvia e Você na rede discursiva provocou deslocamentos importantes tendo em vista o enfrentamento da epidemia / This study is located in the area of Communication and Health, had intended to analyze senses related to women\'s vulnerability to HIV/aids produced by receivers of a radio program targeted to confront HIV/aids, transmitted by a communitarian radio of Sao Paulo city. To do this, articulates concepts of gender, social discourse production, production of senses, women\'s vulnerability to HIV/aids. The analysis, based on interviews with receivers of a radio program, named category genre as instance of mediation for interpretation of the senses produced at reception. The results indicate that possible transformations/changes related to sexuality and HIV/aids prevention in affective-sexual relationships are very permeable to the desire of man. Also indicate that the insertion of radio program Silvia and You on the discursive network caused major shifts in order to confront the epidemic