RESEARCH METHODS

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Table of Content

Review of Article3

Introduction4

Literature Review4

Major Points from Literature Review4

Methodology6

Types of Research Methods Used6

Role of Interpretive Paradigm7

Data Analysis Part7

Role of the Techniques Used in the Study8

Rationale of the Used Techniques10

Validity11

Results12

Findings of the Study12

Conclusion13

Research Methods Assignment

Review of Article

The article is related to a study based on Branding HIV/ AIDS communication. It discusses about the global AIDS campaigns, the MTV campaigns and Viacom which gain an understanding of how certain hierarchies of gender, sexuality, race, culture were accepted and challenged. The study covers a broad article that that audiences for HIV/AIDS social marketing campaigns are now less addressed in terms of the classic HIV/AIDS prevention categories of 'general public' and 'risk groups' and are increasingly viewed as 'market segments' implicated in the campaigns in relation to the techniques of branding.

The research designs used for the study are focus group, in-depth interviews and visual analysis. These analyses helped the researchers to demonstrate strong disassociation with regard to the messages.

Introduction

The topic under study examines the research articles, “Branding HIV/AIDS communication: the social marketing campaigns of MTV and Viacom”. The paper includes discussion related to the research methods, reasons of using these techniques, explanation and understanding of these techniques, role of these techniques, rationale of the used theory and major points from the literature review.

Literature Review

Major Points from Literature Review

The study relates to branded objects of consumers and icons of HIV awareness. For the study, the researcher used a case study related to global AIDS campaign. In a broader view, the study focuses on the social marketing of HIV/ AIDS. One approach is to encourage the internalization of the externality—that is, to eliminate it by having its probability contained in the transactional arrangement between the two people directly involved in an exchange. An example is through state subsidy in the provision of condoms, commonly known as social marketing. Other examples include the wide distribution of information about HIV and AIDS, including myths leading to stigma; establishment of national AIDS Agencies; and increased availability and subsidy of voluntary counselling and testing. An interesting, if somewhat controversial, consequence of the last of these is that, in a number of African societies, we can expect that couples intending to get married will undertake HIV tests (in subsidized clinics). These are examples of public intervention to internalize potential externalities. In regular, such market-based compensatory negotiations, as theory suggests between the two parties to an exchange will not be practical in instances of sexual trading, and in order to forestall or mitigate the potential impact of an epidemic on the wider community, the economy, and the public health services, there is a strong argument for state intervention (Creswell & Piano, 2007, p.237).

Market solutions also constrained by social practices and institutions and tend to overlook relative positions of power. Of course, these can be taken as givens within which markets can be made as efficient as practically possible. However, it is not satisfactory, for instance, to take many traditional genders relationships simply ...