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Open Access ‘Don’t be a fool, put a condom on your tool’ - Effecten van retorische figuren in hiv/aids-voorlichtingsmateriaal in Zuid-Afrika

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The South African health organisation loveLife tries to provoke youths to talk about HIV/AIDS by presenting them with billboards and radio advertisements with messages that include complicated rhetorical figures that will supposedly puzzle them. In order to test the assumption that puzzlement about health messages is related to willingness to talk about these messages, two studies were carried out in Limpopo Province, South Africa. In the first study five loveLife billboards, together with a questionnaire, were presented to 149 freshmen. In the second study structured interviews were conducted with thirty secondary schools learners about six HIV/AIDS posters and six HIV/AIDS radio advertisements from loveLife and other South African health organisations. Neither in the first, nor in the second study was support found for the expectation that presenting youths with a puzzling health message will contribute to engaging them in discussions about the theme addressed in the message. By contrast, a positive correlation was found between the participants’ perceived comprehension of a message and their self-reported inclination to dialogue. No clear relations were found between the use of rhetorical figures (tropes or schemes) and the effects of the billboards and the radio messages. 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.
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Document Type: Research Article

Affiliations: Radboud Universiteit Nijmegen / Stellenbosch Universiteit

Publication date: May 1, 2011

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  • Internationale Neerlandistiek is het wetenschappelijke tijdschrift van de Internationale Vereniging voor Neerlandistiek. Het Nederlandstalige tijdschrift bevordert de dialoog tussen alle wetenschappers die werkzaam zijn op het gebied van de internationale neerlandistiek. Internationale Neerlandistiek richt zich op de Nederlandse (en Zuid-Afrikaanse) taal- en letterkunde in ruime zin, en heeft daarnaast aandacht voor interculturele aspecten van deze subdisciplines, communicatiewetenschap, didactiek en nieuwe technologie in de vakbeoefening, het verloop van canoniseringsprocessen, vertalen, culturele studies en voor de cultuur van de Lage Landen. Het tijdschrift heeft qua vraagstelling, methode en object een internationaal vergelijkende, en qua auteurs, lezers en verspreiding een internationale dimensie.

    Internationale Neerlandistiek is the scholarly journal of the International Association for Neerlandistiek. Internationale Neerlandistiek is a Dutch language, peer-reviewed journal with an international focus. The journal aims to improve the discussion in international Dutch (including South-African) linguistics and literature, in the broadest sense, including intercultural aspects of subdisciplines, communication studies, translation, cultural studies and the culture of the Low Countries in general.

    The journal is published in Open Access, with the following Creative Commons copyright license: Attribution-Non Commercial-No Derivatives (CC BY-NC-ND 4.0).

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