Made available in DSpace on 2016-08-03T16:34:45Z (GMT). No. of bitstreams: 1 Regina Celia Duarte.pdf: 261386 bytes, checksum: 48266073445c2a314a7381cb2dd7f611 (MD5) Previous issue date: 2008-06-25 / The Psychology of the Health has been dedicating itself to assisting the demand of the public health, mainly regarding to the prevention of diseases and promotion of the health. Referring to the epidemic of AIDS and other sexually transmissible diseases, the adolescent has been the most vulnerable public. Adolescence is considered a disturbed and disturbing phase. In this period of the life the adolescent is more susceptible to the contamination of such dieseases due to the emotional instability and his/her own position towards values and patterns of conduct. The aim of this study is to evaluate knowledge and protection/risk behaviors of adolescents' sexual practices, to identify socioeconomic and demographic data of those adolescents', to investigate the adolescents' knowledge about AIDS and other sexually transmissible dieseases and to know the protection behaviors and risks regarding these dieseases. The population of this study was constituted by 95 adolescents between 14 and 21 years old, of both sexes, with a predominance of the masculine gender and with an average family income of 4 (four) minimum wages. It is a descriptive research, in which a questionnaire composed by questions directly related to the theme was used. The collection of data took place at classroom of a state school from Guarulhos, a city nearby São Paulo, with pupils from the evening school. After answering the questionnaire, the adolescents attended a lecture about prevention and orientation about AIDS and other sexually transmissible dieseases, in which they could elucidate doubts. The results show that 67,4% of the adolescents have difficulties in defining the sexuality concept, in an almost equal proportion between feminine and masculine gender, and 84,2% know correctly the definition of sexually transmissible diseases. Most of the adolescents (67,4%) answered that they know some types of sexually transmissible diseases, standing out AIDS and the gonorrhea. The masculine gender had the beginning of the sexual life at the age of 10 and the feminine gender, at the age of 13: this represents 53,7% with active sexual life. In this study, 58,9% of them inform that they know what are the protection behaviors, however, among these, only 55,8% use the masculine preservative (condom). There are no significant differences concerning the relationship type and the constant use of the masculine preservative. It was verified that 63,1% of the adolescents obtain information and knowledge about AIDS and other sexually transmissible dieseases through the professionals of the education and of the health. In that way, the classroom turns to be a protection factor. This study confirms that part of the adolescents has knowledge and information about AIDS and other sexually transmissible dieseases, however, this knowledge is fragile when it comes to the practices for a protection behavior, what produces a risk behavior. These situations endanger the taking of protection behaviors. Therefore, a continuous program from the health and the education areas made directly inside the school, which develops interactive activities in order to transform the adolescent's behavior about information and knowledge in effective conscience of protection behaviors can improve this relation between having the knowledge and using it in the practice.(AU) / A Psicologia da Saúde vem se desdobrando para atender a demanda da saúde pública, principalmente sobre prevenção de doenças e promoção da saúde. No que se refere a epidemia da AIDS e outras doenças sexualmente transmissíveis, o adolescente tem sido o público mais vulnerável. A adolescência é considerada uma fase perturbada e perturbadora. Nesse período da vida o adolescente está mais sujeito à contaminação das DST/AIDS em razão da instabilidade emocional e sua postura frente a valores e padrões de conduta. Este estudo tem por objetivo descrever conhecimentos e comportamentos de proteção e risco de práticas sexuais de adolescentes; descrever dados sócio-econômicos e demográficos desses adolescentes, descrever o conhecimento dos adolescentes em relação as DST/AIDS e descrever os comportamentos de proteção e riscos a respeito das DST/AIDS. A população deste estudo foi constituída por 95 adolescentes de ambos os gêneros, com um predomínio do gênero masculino, faixa etária entre 14 e 21 anos e com renda familiar média de 4 (quatro) salários mínimos. Trata-se de pesquisa descritiva, para o qual utilizou-se um questionário de autopreenchimento composto por questões norteadas ao tema. A coleta de dados ocorreu em sala de aula no período noturno, de uma escola estadual do município de Guarulhos. Após o término do preenchimento do questionário, os adolescentes assistiram uma palestra de prevenção e orientação sobre DST/AIDS, onde elucidaram dúvidas. Os resultados demonstram 67,4% dos adolescentes, tanto o gênero feminino quanto o gênero masculino, tem dificuldades de definir o conceito de sexualidade e 84,2% sabem corretamente a definição de doenças sexualmente transmissíveis. A maioria dos adolescentes (67,4%) respondeu conhecer algum tipo de doença sexualmente transmissível, destacando-se aqui a AIDS e a gonorréia. O gênero masculino teve início da vida sexual aos 10 anos e o gênero feminino aos 13 anos, representando 53,7% com vida sexual ativa. Neste estudo 58,9% informam saber quais são os comportamentos de proteção, porém entre estes, apenas 55,8% utilizam o preservativo masculino (camisinha). Não há diferenças significativas quanto à modalidade de relacionamento e o uso constante do preservativo masculino. Verificou-se que 63,1% dos adolescentes obtém informações e conhecimentos sobre as DST/AIDS através dos profissionais da educação e da saúde. Portanto, a sala de aula passa a ser um fator de proteção. Esse estudo confirma que parte dos adolescentes tem conhecimento e informações sobre conceitos relativos as DST/AIDS, porém quanto às práticas para um comportamento de proteção frente às mesmas apresentam conhecimentos frágeis, gerando assim comportamentos de risco. Estas situações comprometem a tomada de comportamentos de proteção. Portanto, um programa contínuo da área da saúde e da educação dentro da escola que desenvolva atividades interativas a fim de transformar o comportamento do adolescente sobre informações e conhecimentos em consciência de comportamentos de proteção efetivas poderá melhorar essa relação entre ter o conhecimento e utilizá-lo na prática.(AU)

This study explores the history of sex communication and education over a period of fifty years (1950 to the present), in a deep rural area of the Eastern Cape. It describes patterns of sex communication between peers, between siblings, between children and parents and between young people and other non-familial agencies within communities. Communication trends are traced from the period before contraception was introduced, through to the introduction of female birth control methods into the HIV/AIDS era where the focus has been on attempting to introduce condoms. Twelve semi-structured interviews and two four-person focus groups were conducted to gather information on how the participants acquired information about sexuality and their responses to the same. The findings of the present study suggest that the widespread use of injectable contraceptives has had a marked effect on the sexual culture of the community under investigation. It has led to the collapse of the regulatory practices which were previously in place. This in turn has significantly affected the sexual communication and negotiation context. Furthermore, it has had a determining influence on male involvement in sexual reproductive health matters and has created a poor context for the adoption of condoms as a prophylactic. There were no major changes in the sexual communication context within families and within communities in that education has always been limited to instructions to avoid pregnancy. Of note was a culture of collusion between adults and children surrounding sexuality, which absolved the parties involved in addressing sexuality. These factors are understood have mediated response to HIV/AIDS prevention efforts, and need to be taken into consideration in the development of sex communication and education programmes.

Made available in DSpace on 2016-06-02T19:24:43Z (GMT). No. of bitstreams: 1 TeseLP.pdf: 2955312 bytes, checksum: a7bb98805e21a9b1434cf49f141a8869 (MD5) Previous issue date: 2007-06-13 / Universidade Federal de Minas Gerais / This dissertation looks at the discussion that unfolds within the official STD/AIDS prevention model set up to provide attention to travestis involved in prostitution in the city of São Paulo. Using ethnographic methods, I have attempted to investigate how preventive discourse circulates through the travesti universe and what logic presides over the process, from the point of view of the particular ethos of this clientele. The concerns within the field have turned toward how AIDS is signified by travestis, the meanings of illness and suffering, as well as the care that is given to the body and thereby, to the construction of personhood. The project Tudo de Bom!, housed within the public health organ STD/AIDS City of São Paulo which belongs to the Municipal Secretariat of Health, provided empirical bases for my study of how the preventive model was operationalized. My point of departure is the notion that the adopted preventive model - notwithstanding the specific and differentiated connotation it is given in the case of particular segments - can be characterized by a scientific and technical rationality and universalizing normative values that are not necessarily compatible with the social logic that prevails in the organization of the pertinent social networks and the differentiated values upon which they are based. I go on to suggest the hypothesis that recent public policies devoted to this segment have focused their attention on bearers of deviant sexualities as a target population - among which travestis are included - without any greater consideration of the relationship of the latter to the men with whom they relate sexually. Since these men fall within normalized categories, they become invisible for hetero-centered health policies that choose their target groups through criteria based on epidemiological references rather than considering the social and cultural dimensions of relationships in the different contexts in which these populations act. / Esta tese foca a discussão do modelo oficial preventivo para DST/aids voltado às travestis que se prostituem na cidade de São Paulo. Por meio de pesquisa etnográfica, buscou-se investigar o modo como o discurso preventivo circula no universo travesti e qual a lógica que preside esse processo, do ponto de vista do ethos diferenciado desta clientela. As preocupações em campo têm se voltado para a significação da aids entre as travestis, os sentidos do adoecer e do sofrimento, bem como os cuidados desprendidos com o corpo e, assim, para a construção da Pessoa. O projeto Tudo de Bom!, alocado na agência pública de saúde DST/AIDS Cidade de São Paulo (da Secretaria Municipal de Saúde), forneceu a base empírica, no que se refere ao modo de operacionalização do modelo preventivo. Parte-se do princípio que, mesmo com uma conotação eventualmente específica e diferenciada para determinados segmentos, o modelo preventivo adotado se caracteriza por uma racionalidade técnico-científica e valores normativos universalizantes, que não são necessariamente compatíveis nem com a lógica social que preside a organização dessas redes, nem com os valores diferenciais que lhes servem de base. Coloca-se, ainda, como hipótese, que as políticas públicas recentes voltadas para esse segmento focam seu alvo nas sexualidades desviantes (entre estas, as travestis), sem considerar em profundidade a relação pressuposta entre elas e os homens com os quais se relacionam sexualmente, por serem estes corpos normalizados e, por isso, invisíveis para as políticas de saúde heterocentradas. Além disso, elegem os grupos populacionais como alvo , a partir de critérios fortemente calcados em referenciais epidemiológicos, mais do que nos aspectos sociais e culturais que conformam as relações nos diferentes contextos em que essas populações atuam.

A Síndrome da Imunodeficiência Adquirida (Aids), é uma pandemia com alto nível de letalidade. Os adolescentes no início da atividade sexual, podem se deparar com as Doenças Sexualmente Transmissíveis (DST), e entre estas a Aids. A gravidez na adolescência é uma epidemia no país, indicando que, se a prevenção para gravidez não está ocorrendo, também não está ocorrendo para as DST. Fazer um diagnóstico prévio da situação em que se deseja intervir, é uma conduta objetiva, utilizada por educadores na elaboração de programas de educação em saúde cientificamente elaborados. Neste sentido, este estudo têm o objetivo de obter dados que possibilitem identificar o perfil demográfico e os fatores que levam os estudantes do ensino médio a adotarem comportamentos de risco para a Aids. A população deste estudo foi constituída de 360 estudantes da primeira, segundo e terceira séries do ensino médio das duas escolas estaduais do município de Peruíbe, São Paulo, Brasil. Trata-se de um estudo exploratório - descritivo, para o qual foi aplicado um questionário estruturado. Os resultados demonstraram que 50,6% dos estudantes têm dúvidas de que a masturbação mútua seja uma prática sexual segura; a maioria tem conhecimentos corretos relacionados à Aids, porém 50,5% ainda acreditam, erroneamente, que a doação de sangue pode contaminar o doador; 62,3% referem utilizar o coito interrompido na prevenção da Aids e 30,4% a pílula anticoncepcional; 53,2% consideram não correr nenhum risco ou pequeno risco para a Aids; consideram como muito importante ou importante 87,7% a fidelidade do homem e 89,3% a fidelidade da mulher; 29,7% a virgindade do homem e 40,6% a virgindade da mulher; 23,5% a abstinência sexual masculina e 26,9% a abstinência sexual feminina na prevenção da Aids; 58,6% já tiveram relação sexual; 49,5% dos meninos iniciaram a atividade sexual entre os 10 e 13 anos e 70,0% das meninas entre os 14 e 17 anos de idade; 56,9% relataram atividade sexual nos últimos 30 dias; 48,3% afirmam fazer uso da camisinha todas as vezes que têm relação sexual; 38,3% algumas vezes e 11,0% nunca usam;45,1% afirmaram que fazem uso de bebidas alcoólicas; 95,2% não usam drogas injetáveis; 62,5% declararam que não têm plano ou seguro saúde ou convênio médico; 60,6% utilizam recursos da saúde pública; 45,3% dos estudantes trabalham; 63,3% ganham entre 1 e 2 SM; 25,8% das famílias dos estudantes têm renda mensal entre 1 a 4 SM; citaram como pessoas escolhidas para conversarem sobre HIV/Aids: 70,8% os amigos; 54,4% a mãe; 43,9% o (a) namorado (a); 40,3% os irmãos; 30,6% os professores; 29,7% o pai e 17,5% o profissional da saúde; 50,3% responderam seguir o que essas pessoas dizem; 30,8% seguem às vezes e 12,8% não seguem; 70,8% citaram a televisão como fonte de informação considerada mais importante na formação do conhecimento atual sobre a doença. Este projeto de pesquisa, tem a finalidade de obter dados que possam servir de subsídios, para que os setores responsáveis pela educação e saúde do município, construam programas preventivos de acordo com a realidade apresentada pelos seus próprios estudantes. / The Acquired Immunodeficiency Syndrome (Aids), is a pandemy with high level of lethality. Adolescents beginning their sexual activity, may get sexual diseases and among these Aids. Adolescence pregnancy is very common all around the country indicating that preventive mesures are not efficient; the same can be said do STD. A previous diagnosis of the situation where one intend to act is an objective way used by educators in education programs of health, scientifically elaborated. Based on these concepts, this study has the target to get information in order to make the demograph profile and identify the factors that make the students of high-school to have a behaviour of risk in relation to Aids. The sample studied was represented by 360 students of the first, second and third series of high-school, in two schools in the town of Peruíbe, São Paulo, Brazil. It was an exploratory and descriptive study in which was used an organized questionnaire. The results showed that 50,6% of the students have doubts on they safety of mutual masturbation as sexual practice; the majority has good knowledge in relation to Aids, but 50,5% believe that people who donate blood can be contaminated; 62,3% say that use interrupted coitus to prevent Aids and 30,4% anticonceptional drugs; 53,2% think that there is small or no risk to get Aids; 87,7% think that it is very important or important men\'s fidelity and 89,3% women\'s fidelity; for 29,7% and 40,6%, the virginity, respectively of men and women, is considerated important; 23,5% and 26,9% respectively men\'s and women\'s sexual abstinency are important in preventing Aids; 58,6% have already had sexual intercourses; 49,5% of boys began sexual activities around 10 and 13 years old and the girls between 14 and 17 years old; 56,9% had sexual intercourses on the last 30 days; 48,3% declare that use condoms in all sexual intercourses, 38,3% sometimes and 11,0% never; 45,1% declare that use alchoolic drinks; 95,2% say that don\'t use injected drugs; 62,5% don\'t have health insurance; 60,6% use the public health system; 45,3% work; 63,3% receive between 1 and 2 minimum salary; 25,8% of the student\'s family have a monthly income between 1 and 4 minimum salary; 70,8% talk about Aids with friends, 54,4% with the mother, 43,9% with boy/girl friends, 40,3% with brother or sister, 30,6% with teachers, 29,7% with the father, 17,5% with the health professional; 50,3% say that follow what these people say, 30,8% follow sometimes and 12,8% don\'t follow at all. 70,8% say that TV is the most important source of information. This study has the aim to obtain information to help the authorities responsible for education and heatlh in elaboration of preventive programs according to reality presented by the students.

The aim of this research was to establish the women’s perceptions, opinions and feelings on the practise of safe sex and HIV/AIDS to see if there is correlation between sexual behaviour and the level of education. The ultimate aim was to determine, and to raise awareness of, the need for empowerment of women through integrating HIV/AIDS issues and literacy at the community level. In this study it appeared that gender inequality is among other factors fuelling the rapid spread of HIV/AIDS. Statistics have proven that women are both amongst those infected and have the highest rate of illiteracy. Thus it is important to instil skills, knowledge, values and attitudes (SKVAs) and thus enhance women’s lives. The question that guided the research reported in this study is: How can women be empowered with skills, knowledge, values and attitudes to combat the spread of HIV/AIDS, to better their own lives and to become active change agents in their community? Investigations of this study prompted the researcher to review literature related to empowerment of women. The theoretical foundation discussed the elements related to the research question. Theoretical elements discussed are: empowerment, literacy and HIV/AIDS issues. This literature survey served the purpose of checking the validity of my claim, and returned a “valid” verdict. In the light of the above, a qualitative research methodology was adopted, using personal interviews for data collection. Eight participants were selected by purposive sampling to represent the widest possible range of perspectives, experiences and needs, and the interviews were designed to arrive at a deeper understanding of those experiences and needs. The data gathered were then analysed and findings written up. The findings of this research indicated that women had knowledge about HIV/AIDS and perceived seriousness of the diseases. They were, to an extent misinformed, about the use of condoms and were scared of the repercussions. As such they were exposed to exploitation due to subordination and were eventually vulnerable to contract illnesses. In addition, the factor of gender inequality denies opportunities of empowerment to women, who often encounter direct opposition to their attempts at self-improvement, thereby staying in their “destitute” positions forever. Women interviewed for this study suffered stress and frustration with irresponsible partners. Their multiple roles, as well as household chores, hinder their active participation in any programmes. It is my contention that, to be liberated, women need to be empowered and all forms of discrimination and gender inequality, that block their pursuit of areas of interest, need to be totally eliminated. The women’s responses in the interview contain important suggestions on the needs for empowerment programmes through integrating HIV/AIDS issues and literacy at community level. The study concludes with the recommendations for the need for empowerment programmes. / Dr. M.C. van Loggerenberg

This study describes the HIV/AIDS knowledge of Form 1 secondary school learners in Harare. Structured interviews were conducted with 75 learners from four schools representing a low density, a high density, a rural and a private school. Most learners had obtained their HIVAIDS knowledge from schools and a few did so from their parents. None of the learners had reportedly yet engaged in sexual activities and all had heard about HIV, but not all knew what HIV was, and even fewer could define AIDS. Generally the learners’ HIV/AIDS knowledge levels were high but some misconceptions persisted. Future programmes should emphasise that there is no cure for HIV/AIDS, and that condoms should be used at every sexual encounter. Radio, television and school programmes should emphasise that every person can become infected with HIV/AIDS, if preventive measures are disregarded. / Public Health / M.A. (Public Health)

The purpose of the study was to explore factors that influenced safer sex practices in Malawi. A quantitative, explorative, descriptive study was conducted to determine why the prevalence of new HIV infections was still high in Malawi despite. Questionnaires were used to collect data. Sexually active men, women, boys and girls that participated in the Centre for Human Rights and Rehabilitation community awareness activities participated in this study. The study found that demographic, socio-economic and knowledge-related factors influence safer sex practices in Malawi. Various modifying factors played a role in influencing the individuals’ perception of susceptibility, severity, barriers and benefits of practising safer sex. The findings indicated that individuals generally had a broad knowledge of the spread and prevention of HIV. The Health Belief Model was used as theoretical framework for the study / Health Studies

Thesis (MCur (Interdisciplinary Health Sciences. Nursing Science))--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: HIV/AIDS is considered as a global problem with the number of people living with HIV infection continuing to increase. At the end of 2007 HIV/AIDS had already claimed 25 million lives. Of all new HIV infections 71% were diagnosed in the Sub-Saharan region in 2008, remaining the worst affected region globally. UNAIDS (2008:43) indicated that heterosexual intercourse remained the main origin for HIV infection in the Sub-Saharan region. Therefore the researcher is of the opinion that prevention strategies should focus mainly on sexual transmission of the disease. HIV/AIDS affects mainly people between the ages 15-24 years, notably the age group of most of the learners in Higher Education Institutions (HEIs). Lesotho, a country in the Sub- Saharan region, presents with the third highest HIV adult prevalence (23.2%) in the world and in the region. In an attempt to address the prevailing situation, Lesotho has a number of programmes geared towards addressing HIV/AIDS in the country. However, all these attempts exclude the learners in HEIs, yet the majority of learners are found within the most affected age group. It is also to be noted that Higher Education provides the bedrock for socio-economic and political development in Africa. Some studies have identified insufficient knowledge as being at the root of the increasing HIV infections among youth. However, other studies have shown that there is adequate knowledge among the young people, but still a challenge remains and that is to facilitate changes in behavioural patterns as a component to be linked to the knowledge. Studies conducted in other African countries have shown that there are anti-AIDS programmes and clubs for learners in HEIs where learners are involved in the fight against HIV/AIDS. No publication indicating the same for Lesotho’s HEIs could be found, except for the National University of Lesotho (NUL) that only launched its HIV/AIDS policy for learners in 2009. The researcher is of the opinion that HEIs in Lesotho are not doing enough to combat HIV/AIDS and hence intends to focus on HEIs in Lesotho. This study had two objectives namely:  To determine the knowledge of learners in a specific HEI in Lesotho regarding HIV/AIDS prevention and care.  To explore the needs of learners in a specific HEI in Lesotho regarding HIV/AIDS prevention and care. This mixed method study was conducted, comprising of both quantitative and qualitative designs. Quantitative phase used a questionnaire for determining the knowledge of learners. The questionnaire was adopted from a study that was performed to determine knowledge of South African educators in public schools with some modifications. The qualitative phase was used to explore the needs of the learners through the focus group discussions with the leaders of the learners. Sample was drawn from the entire population using stratified random sampling for the quantitative phase. The qualitative phase used the purposive sampling to obtain in-depth information concerning learners’ needs. Quantitative data was analysed through the use of statistical package for social sciences (SPSS) and qualitative data was analysed using the thematic analysis and open-coding. All ethical principles were adhered to especially the principle of respect for persons. The findings from the quantitative phase of the study showed that learners had adequate knowledge regarding HIV/AIDS prevention and care and the findings from the qualitative phase showed the various needs of the learners with regards to prevention and care of HIV/AIDS in a specific HEI in Lesotho. Recommendations have been proposed based on the findings from the two phases of the study. Limitations observed by the researcher have also been identified. In conclusion the objectives of the study were met and the research questions had been answered. / AFRIKAANSE OPSOMMING: MIV/Vigs word as ‘n internasionale probleem erken, siende dat daar ‘n verhoging in die toename van MIVgeïnfekteerde indiwidue tans is . Einde 2007 het MIV/Vigs het reeds 25 miljoen lewens ge-eis . In 2008 is 71% van al die nuwe MIV-infeksies in die Sub-Sahara streek gediagnoseer, wat aandui dat die streek die mees geaffekteerde streek tans is. UNAIDS (2008:43) het aangedui dat heteroseksuele omgang die hoofoorsaak van MIV-oordrag in die Sub-Sahara-streek is. Laasgenoemde het daartoe gelei dat die navorser van mening is dat voorkomende strategieë meestal op seksuele oordrag van die siekte moet fokus. MIV/Vigs affekteer meestal mense in die ouderdomsgroep 15-24, opmerklik is dit die ouderdomsgroep waarby meesste leerders in Hoëronderwysinstellings (HOI) is. Lesotho, ‘n land in die Sub-Sahara-streek, het tans die derde-hoogste MIV-voorkoms (23.2%) in die wêreld en in die streek. Lesotho het verskeie programme ontlont om MIV/Vigs te bekamp in ‘n poging om die huidige situasie te beredder . Nieteenstaande sluit al die programme leerders in HOI uit, alhoewel die leerders in die ouderdomsgroep van die mees-geaffekteerde groep val. Dit is ook duidelik dat Hoëronderwys die fondasie vir sosio-ekonomiese- en politieke ontwikkeling in Afrika verskaf. Sommige studies het onvoldoende kennis as die wortel van die verhoging van MIV-infeksies onder die jeug geïdentifiseer. Ander studies, daarenteen, wys dat kennis voldoende is onder jeug, alhoewel veranderinge in gedragspatrone om by die kennis aan te sluit ‘n uitdaging bly. Studies uit ander Afrikalande dui daarop dat daar anti-Vigs programme en klubs is waarby HO leerders betrokke is om teen die verspreiding van MIV/Vigs te veg. Geen publikasies in hierdie verband word in Lesotho aangetref nie, behalwe ‘n MIV/Vigs-beleid wat in 2009 deur “National University of Lesotho’ (NUL) gepubliseer is. Dus is die navorser van mening dat HOI nie genoeg doen om MIV/Vigs te beveg nie, daarom fokus sy op HOI in Lesotho. Hierdie studie het twee doelstellings ten doel gehad, naamlik om die leerders in ‘n sekere HOI in Lesotho se kennis aangaande MIV/Vigs voorkoming en sorg te bepaal en die behoeftes van die leerders aangaande MIV/Vigs voorkoming en sorg te verken. ‘n Studie met beide kwantitatiewe- en kwalitatiewe metodes is gebruik om die doelstellings te verwesenlik. In die kwantitatiewe fase is ‘n vraelys gebruik om leerders se kennis te bepaal. Die vraelys is verkry uit ‘n vorige studie wat in RSA gedoen is, maar aangepas om in die Lesotho-konteks te gebruik. Gedurende die kwalitatiewe fase is fokusgroep besprekings met die leiers van die leerders gehou om die behoeftes indiepte te verken. Die steekproef was uit die totale populasie getrek deur van gestratifiseerde streekproefneming gebruik te maak in die kwantitatiewe fase en ‘n doelgerigte steekproefneming is in die kwalitatiewe fase te gebruik. Die navorser het ‘n kwantitatiewe data-analise sagteware (SPSS)gebruik om kwantitatiewe data te ontleed en tematiese- oopkodering is gedurende die kwalitatiewe fase gebruik. Etiese kode is ten volle gerespekteer, veral die respek vir mense gedurende navorsing. Bevindinge van die kwantitatiewe fase het bewys dat leerders voldoende kennis aangaande die voorkoming en sorg van MIV/Vigs besit en die kwalitatiewe bevindinge het die behoeftes van leerders met betrekking tot die voorkoming en sorg van MIV/Vigs in ‘n spesifieke HOI in Lesotho geopenbaar. Die aanbevelings is gemaak, gebaseer op die bevindinge uit die twee fases. Beperkinge in die studie is uitgelig. Ter afsluiting is die doelstellings in die studie bereik en die navorsingsvrae beantwoord.

Thesis (MComm (Economics)--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: South Africa faces an epidemic, namely, HIV/Aids, which has grown substantially over the last ten years. It can be regarded as the country with the most alarming statistical figures concerning HIV infection rates. Even though South Africa is a country under scrutiny, given the high prevalence of HIV/Aids, this epidemic also constitutes as a global problem, given that an approximate number of 7400 individuals are infected with HIV every day. The number of Aids related deaths has risen from 100 000 in 1999 to over 400 000 in 2009. Given the concern, and in an effort to combat the fast spread of HIV/Aids, the South African government has implemented various educational and support programs. Marketing efforts are related to the above topic, given that various marketing-related practices have been implemented by non-profit organisations in an attempt to create awareness of HIV/Aids and the related risks. These marketing communication programs are referred to as social campaigns. HIV/Aids social campaigns involve communication strategies which attempt to persuade the target market to ensure that they adhere to safesexual practices, by making individuals aware of the threat that infection poses to their lifestyles. Various campaigns also explore how an individual can ensure safe sexual behaviour. Empirical research stretching back to 1975 has provided marketers with guidelines as to what social communication campaigns, concerning threats to human health, should include regarding an emotional, cognitive aspect. Evidence exists for the need to include emotional cues that would stimulate medium to high levels of fear, rather than low levels of fear, in order to effectively persuade an individual to adhere to a protective behavioural pattern. No research has been conducted in order to conclude whether one type of execution style or specific advertising content would result in significantly increased intentions to behave in the recommended protective manner. This study investigated whether different execution styles would result in significantly different levels of attitude, fear and behavioural intention. This was done by sampling a group of 450 respondents who participated in an experimental study. Three execution styles were tested by means of a post-test self administered questionnaire including items related to variables of the Protection Motivation Theory (PMT). The PMT explores the effects that fear appeal would have on attitude change. Not only was it found that different execution styles result in significantly different levels of the mentioned variables, it was also found that one execution style is significantly more effective in evoking these cognitive responses in one race group as compared to another. The empirical results of this study reveal that by discontinuing mass communication, and, in preference, segmenting the market towards which HIV/Aids social campaigns are currently aimed, based on race, these awareness campaigns would be more effective in inducing protective sexual behaviour. / AFRIKAANSE OPSOMMING: Suid-Afrika word gekonfronteer met ’n epidemie, naamlik MIV/Vigs, wat aansienlik gegroei het oor die afgelope tien jaar. Suid Afrika kan beskou word as die land met die mees ontstellende statistieke met betrekking tot MIV-infeksie. Selfs al is Suid-Afrika die land met die hoogste gevalle van MIV/Vigs, is hierdie epidemie ook 'n wêreldwye probleem, gegewe dat 'n ongeveer 7400 individue met MIV besmet word elke dag. Die aantal Vigs-verwante sterftes het toegeneem van 100 000 in 1999 tot meer as 400 000 in 2009. Gegewe bogenoemde en in 'n poging om MIV/Vigs verspreiding te beveg, het die Suid- Afrikaanse regering verskeie ondersteunende en opvoedkundige programme geïmplementeer om hierdie doel te bereik. Die verwantskap tussen bemarkingspogings en die betrokke onderwerp is dat verskeie bemarkingsverwante praktyke geïmplementeer word deur nie-winsgewende organisasies in 'n poging om bewustheid van MIV/Vigs en die verwante risiko's te skep. Hierdie bemarkingskommunikasie programme word na verwys as sosiale veldtogte. Die relevante MIV/Vigs-veldtogte behels sosiale kommunikasie strategieë wat die teikenmark probeer oorreed om te verseker dat hulle voldoen aan veilige seksuele praktyke, deur individue bewus te maak van die bedreiging wat infeksie inhou tot hul lewenswyse. Verskeie veldtogte brei ook uit oor hoe 'n individu veilige seksuele gedrag kan verseker. Empiriese navorsing wat terugstrek tot 1975 voorsien bemarkers met riglyne oor wat die sosiale kommunikasie veldtogte, wat 'n bedreiging vir menslike gesondheid behels, moet insluit met betrekking tot 'n emosionele, kognitiewe aspek. Bewyse bestaan in guns van die noodsaaklikheid van emosionele leidrade wat medium tot hoë vlakke van vrees in ‘n individu sal stimuleer, eerder as lae vlakke van vrees, om sodoende 'n individu effektief te oorreed om te voldoen aan beskermende gedragspatrone gegewe die bedreiging wat bestaan. Geen navorsing bestaan tans met betrekking tot of ‘n sekere tipe advertensie uitvoeringstyl of spesifieke advertensie-inhoud sou lei tot ‘n aansienlik hoër voorneme om te reageer op die aanbevole beskermende gedrag nie. Hierdie studie ondersoek of sekere advertensie uitvoeringstyle sou lei tot aansienlik verskillende vlakke van houding, vrees en gedrag. Die ondersoek is gedoen deur middel van 'n groep van 450 respondente wat deelgeneem het aan 'n eksperimentele studie. Drie uitvoeringstyle is getoets deur middel van 'n na-toets self-voltooiingsvraelys wat items ingesluit het wat verband hou met veranderlikes van die beskermings-motiveringsteorie (BMT). Die BMT ondersoek die uitwerking wat vreesaanlagte sal hê op houding en aanpassing daarvan. Hierdie studie het bevind dat verskillende advertensie uitvoeringstyle bydra tot aansienlike verskillende vlakke van die bogenoemde veranderlikes, asook dat een uitvoeringstyl beduidend meer effektief is in die ontlokking van kognitiewe respons in sekere rassegroepe in vergelyking met ander. Die empiriese resultate van hierdie studie bewys dat bemarkers die doeltreffendheid van MIV/Vigs sosiale veldtogte kan verbeter deur massa-kommunikasie te staak en eerder segmentering toe te pas binne die mark op wie veldtogte gemik is. Segmentering op grond van rassegroepe sal veroorsaak dat bewusmakingsveldtogte meer effektief is met betrekking tot hul invloed op die toepassing van beskermende seksuele gedrag binne die teikenmark.

Thesis (PhD (Business Management))--Stellenbosch University, 2008. / Research to guide marketing practitioners in social issue-related communication remains underexplored. The increases in various social problems have caused practitioners to return to fear appeals as motivation to influence individuals to think and behave in a certain way. The HIV/AIDS pandemic is a major concern worldwide, as well as in South Africa, and some marketing communication campaigns do not seem to be producing the expected results. During 2007, an alarming 33.2 million people worldwide were infected with HIV. The African continent, and specifically sub-Saharan Africa, is still hardest hit by this pandemic. The high level of new HIV infections occurring daily in South Africa reflects the difficulties faced by HIV/AIDS education and prevention campaigns. Approximately 5.41 million people were living with HIV in 2006. This equates to about 11 percent of the total population and approximately 1 000 AIDS deaths occur every day. The social climate in South Africa has not been conducive to safe sexual messages, and there is a continuing need to encourage safe sexual behaviour, and awareness of the detrimental effects of HIV/AIDS. An estimated 60 percent of all new HIV/AIDS infections in South Africa occur in people between the ages of 15 and 25 years, with young women being more at risk of contracting HIV/AIDS than young men. This trend implies that the impact of the HIV/AIDS epidemic will be felt extensively in the next decade. Additionally, HIV/AIDS prevention programmes for the youth are not having the intended effect to promote partner reduction, consistent condom use and prompt treatment for sexually transmitted infections. These factors confirm that HIV/AIDS marketing communication programmes are of central importance in slowing down the spread of the disease among South African adolescents. Marketing communication is evolving to an era of tailored messages targeted at individuals and more sophisticated segmentation of target audiences. South African young adults reside in a country with diverse racial groups and cultural backgrounds. The more knowledge about their feelings and fears about HIV/AIDS become available, the more effective marketing communication can be developed. Overall marketing communication campaigns must be tailored to the specific needs of adolescents and the promotion of safer sexual behaviour should be at the core of HIV/AIDS programmes, since they are embarking on their sexual lives and are therefore open to behavioural change interventions. This study investigated whether the use of fear increases the likelihood of adopting appropriate behaviour pertaining to HIV/AIDS. Fear, attitude towards the advertisements, severity, susceptibility and efficacy were examined to ascertain the influence of fear appeals. Findings provide encouraging evidence for the persuasive power of fear appeals. Fear appeals can be a strong motivator if accompanied by high efficacy messages, to improve knowledge and to influence attitudes about HIV/AIDS. Susceptibility to the disease among adolescents also influences behaviour, and the importance of individual factors, including racial characteristics and personality, was confirmed. The empirical results of the study reveal that together with message factors like message content and media usage, the goal of changing adolescents’ sexual behaviour in the midst of the HIV/AIDS pandemic can be achieved.