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‘It is Guiding Us to Protect Ourselves’: A Qualitative Investigation Into Why Young People Engage with a Mass-Media HIV Education Campaign
Culture, Health & Sexuality, volume 25, issue 7 (2023), pp. 803-817
"This study explores how and why young people engage with MTV Shuga, a popular mass media campaign in South Africa, to understand what makes effective HIV edutainment. Young MTV Shuga viewers from the Eastern Cape, South Africa and their parents participated in remote individual interviews and focus
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Young Adults’ Responses to an African and US-Based COVID-19 Edutainment Miniseries: Real-Time Qualitative Analysis of Online Social Media Engagement
JMIR Formative Research, volume 5, issue 10: e30449 (2021), 12 pp.
"In April 2020, as cases of the novel COVID-19 spread across the globe, MTV Staying Alive Foundation created the educational entertainment miniseries MTV Shuga: Alone Together. In 70 short episodes released daily on YouTube, Alone Together aimed to disseminate timely and accurate information to incr
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