NEW WAYS OF SEEING

Content Analysis on the We are RH and Shout or Shush Youth Video Contests
by Data Tolentino Canlas, PhD Student
Rhetorics, Communication and Information Design (RCID), Clemson University, South Carolina, USA

BACKGROUND
We are Right Here, We are RH, 2011 Sexual Health: Shout or Shush, 2012 15 to 30 years old 45 videos, 90 sec to 2 minutes each

OBJECTIVES
Understand young people’s views on sexual and reproductive health, population and development Identify and analyze knowledge, attitudes, behavior and other information

GOALS

Identify content Overview on how RH concepts & issues were presented (themes, narratives and images)

METHODOLOGY
Open content analysis, Pilot study 6 main topic categories/criteria derived by looking at manifest messages in videos

METHODOLOGY
Relationship Reproductive Health Sexual Health Society & Morality Population & Development Reproductive Health Rights
Friendship, Romantic relationships (boy/girlfriend, same sex), Marriage/Husband-wife; Family

Contraceptives & safe sex, Family planning; visiting clinic/professional, pregnancy, abortion

Making out, outercourse, intercourse, HIV/ AIDS/STD, nutrition & hygiene, abuse Religious and traditional beliefs, taking responsibility, help
Poverty, hunger, child nutrition & well being, cooperation among institutions (school, family, church, gov’t, media), development, sustainable environment

Access to info, access to RH/SH care, awareness of rights/responsibility to share knowledge or opinions

METHODOLOGY
Coding using 6 major headings According to mentioned or shown Mention -utterance, dialogue, narration superimposed, text) Shown - manifest depictions; actions and demonstrations

SAMPLE CODING TABLE

LIMITATIONS
Coding of interpretative images -- much discussion among coders Limited only to youth who submitted entries to contests, not the Filipino youth population

RESULTS

RESULTS
• • • •

(OUT OF 45 VIDEOS)

LEAST MENTIONED (97%*) MOST MENTIONED (93%)
Abuse (3) Religious & traditional beliefs (3) Friendship (5) Abortion (5)

• • •

Romantic relationships (6), teen pregnancy (18) Intercourse (9), Hunger (9) Poverty (13)

LEAST SHOWN (100%)

MOST SHOWN (93%)

• Family planning (1); Awareness

of rights/Responsibility (3); Access to RH/SH (4) • Help (2), Access to information (4), Religious beliefs (6) • Making out/Outercourse (4) • Development/Sustainability (0)

• • •

Contraceptives, Safe sex (10) Pregnancy (16), Abortion (8) Intercourse (10), Romantic Relationships (18)
* % of coder agreement

DISCUSSION OF RESULTS
Teenage relationships mostly heterosexual admonishing tones on youth sex cause of “troublesome” situations

DISCUSSION OF RESULTS
Teen pregnancy leads to ostracism, end of school, job and hunger/poverty burden left with female

DISCUSSION OF RESULTS
Contraception condoms as only image Abortion stereotyped portrayal

DISCUSSION OF RESULTS
Gender homosexuality with a tone of irony and derision gay men, no lesbians or queers Lack of info on SH/RH rights

DISCUSSION OF RESULTS
Religious beliefs not mentioned but much religious visuals in videos that mentioned contraceptions & relationships attempt to move away religion & issues of SRH religion/faith as balm in troublesome situations

DISCUSSION OF RESULTS
“Help” divine guidance not through community or friends Use of motherhood statements, parrot adult statements

INTERPRETATION & RECOMMENDATIONS

PRESENTATION OF IMAGES
Use statistics/hard info in youthful way Intellectual property rights awareness Need more images/ portrayal of healthy romantic youth relationships

RECOMMENDATIONS

PRESENTATION OF IMAGES
Break stereotype portrayals of: intimacy leads to pregnancy (show images of being intimate but no intercourse/ practice safe sex) Burden of pregnancy with female Early pregnancy will ruin a woman’s life

RECOMMENDATIONS

MASS MEDIA INFLUENCE
Need new images of SRH Abortion Homosexual males youth input needed to come up with new/better images or ideas

RECOMMENDATIONS

MASS MEDIA INFLUENCE
Good ideas “Lets talk about it” personal experiences “Piko at Tirador” - nurturing environment

RECOMMENDATIONS

NEED FOR NEW LANGUAGE
Change message and image information design for intended audience Avoid youth’s regurgitation of facts Present info in engaging and palatable way

RECOMMENDATIONS

NEED FOR NEW LANGUAGE
Empower the image and message use a gender-equal approach (condoms-pills, erode stigma of women who want sex, etc) show homosexual men and women

RECOMMENDATIONS

NEED FOR NEW LANGUAGE
Defy the image and message Show images of “success” single young parents children of single parents change idea of teen pregnancy as death sentence

RECOMMENDATIONS

MORE INFO ON RIGHTS
Reframe issues Provide approaches to discussion of controversial topics Give form to unheard of topics New strategies in presenting info

RECOMMENDATIONS

CHALLENGE
new strategies, engage individuals

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