The Director’S Cut: Exploring Cultural Implications in Hiv/Aids Communication From the Producer’S Perspective

Andrea D. Scott, Pepperdine University, USA
Stacy-Ann A. Williams-Smith, University of the West Indies, Jamaica
Negotiating the challenges of communicating HIV/AIDS messages, which include stigma, conflicting cultural ideals, and politically-charged resource constraints, requires a systematic stream of research. Using a series of phenomenological interviews in our exploration of the main constituencies in successful message development and delivery, namely the creative producers, the message developers, and the target audience, we acknowledge the contributions of Cultural Studies theory (Hall 1993) and to a lesser extent the Political Economy of Media (Schiller 1995).
[ to cite ]:
Andrea D. Scott and Stacy-Ann A. Williams-Smith (2007) ,"The Director’S Cut: Exploring Cultural Implications in Hiv/Aids Communication From the Producer’S Perspective", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 475-480.