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Contrary to earlier beliefs and media theories such as the hypodermic needle or magic bullet, the audience of public communication is not a passive homogenous mass that easily succumbs to media influence. The audience is active, that is, it makes an effort to interpret media content. Depending on predisposing cultural, political, religious, or economic factors the audience makes different meanings from media texts. Media messages are not wholly controlled by producers, although the producers have their preferred and expected readings. Using qualitative research techniques associated with ethnographic and cultural studies (notably focus group discussions), this study sought to explore the meanings rural people in Malawi make out of human rights and gender messages broadcast on radio and through music. Interpreted against Stuart Hall's (1974b) Encoding and Decoding model, the study concludes that while rural communities understand and appreciate the new sociopolitical discourse, they take a negotiated stance because they have their own doubts and fears. They fear losing their cultural identity. Additionally, men, in particular, negotiate the messages because they fear losing their social power over land, property and family.

Qualitative and quantitative research designs were employed to assess the influence of religion on gender equality and women empowerment in Mulanje district in Malawi. Qualitative data was collected using semi-structured questionnaires through interview with 18 key informants who were sampled by judgmental sampling and 4 FGDs with men and women belonging to different religions who were sampled by stratified random sampling. Quantitative data was collected using a self administered questionnaire to 130 participants sampled by stratified random sampling. Quantitative data was analyzed by using SPSS computer program version 16.0 in order to reach to a valid conclusion. The analysis of the data involved descriptive statistics. For qualitative data, themes were induced from the interview with key informants and FGD. Findings have revealed positive religious teachings and beliefs that have empowered women and promoted equality between men and women. Nevertheless, the study has also revealed that discriminatory religious teachings and attitudes are a reality in religious institutions and these have influenced not only the way women are treated in religious institutions but also the way women look at themselves. In light of the findings, recommendations have been made to the government of Malawi, religious institutions, religious leaders and CSOs to take appropriate actions to promote gender equality and women empowerment in Mulanje district. / Development Studies / M.A. (Development Studies)

Qualitative and quantitative research designs were employed to assess the influence of religion on gender equality and women empowerment in Mulanje district in Malawi. Qualitative data was collected using semi-structured questionnaires through interview with 18 key informants who were sampled by judgmental sampling and 4 FGDs with men and women belonging to different religions who were sampled by stratified random sampling. Quantitative data was collected using a self administered questionnaire to 130 participants sampled by stratified random sampling. Quantitative data was analyzed by using SPSS computer program version 16.0 in order to reach to a valid conclusion. The analysis of the data involved descriptive statistics. For qualitative data, themes were induced from the interview with key informants and FGD. Findings have revealed positive religious teachings and beliefs that have empowered women and promoted equality between men and women. Nevertheless, the study has also revealed that discriminatory religious teachings and attitudes are a reality in religious institutions and these have influenced not only the way women are treated in religious institutions but also the way women look at themselves. In light of the findings, recommendations have been made to the government of Malawi, religious institutions, religious leaders and CSOs to take appropriate actions to promote gender equality and women empowerment in Mulanje district. / Development Studies / M.A. (Development Studies)