Skip to main content

HIV/AIDS messages as a spur for conversation among young South Africans?

Buy Article:

$59.00 plus tax (Refund Policy)

Abstract:

HIV/AIDS messages are often deliberately puzzling so as to increase the chance for them to be used as food for conversation. The South African health organisation 'loveLife,' for instance, uses messages that include complicated rhetorical expressions in their media campaigns, reasoning that those who find the messages puzzling and wonder about their meaning will be inclined to discuss the messages with their peers. In order to test the assumption that puzzlement about health messages is related to keenness to talk about these messages, structured interviews were held with 30 black learners, ages 15 to 19, from Limpopo Province, South Africa, about the messages of six HIV/ AIDS posters and six HIV/AIDS radio advertisements from 'loveLife' or another South African health organisation. No support was found for the assumption that presenting a puzzling health message will contribute to engaging the recipients in discussion. The participants indicated that they were willing to discuss the themes addressed in either a poster or radio advertisement because they appreciated the message and felt that its content was relevant to them, rather than because the message was puzzling or difficult to understand. The participants' overall actual comprehension of the messages, however, proved to be strikingly low.

Keywords: HIV prevention; communication strategies; health behaviour; mass media; public health; radio advertisements; rhetoric; youth

Document Type: Research Article

DOI: https://doi.org/10.2989/16085906.2010.517487

Affiliations: 1: School of Languages and Communication Studies, University of Limpopo, Sovenga, South Africa 2: Radboud University Nijmegen, Nijmegen, HD, The Netherlands,Stellenbosch University, Stellenbosch, South Africa 3: Tilburg University, Tilburg, GC, The Netherlands

Publication date: 2010-09-01

More about this publication?
  • Co-Published by NISC and Routledge - Subscriber access available here
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more