This research emerges within the context of rapidly rising levels of Human Immunodeficiency Virus
(HIV) infection amongst young adults and the escalation of deaths from the Acquired Immunodeficiency
Syndrome (AIDS). This study critically examines the commonly used theories and models that guide
HIV/AIDS communication campaigns. However, it notes that the broad ranging theories and models
used during HIV/AIDS preventative and care campaigns emphasise communication linearity and
individualism and therefore fail to acknowledge culture. In view of the multiplicity of cultural and
language groups that exist in South Africa, culture plays a crucial role in HIV/AIDS communication
interventions. Failure to acknowledge the cultural context in campaign theory has various negative
implications. One is that, because these theories and models are linear, they are sender-oriented. The
recipients are therefore unable to identify with the message as they are divorced from the context of its
production. Furthermore, because of a lack of engagement by the recipient in the development of
messages, retention of knowledge is minimal and this leads to a lack of acceptance of the message.
Clearly then, there exists a need for these theories and models to be re-articulated so that they are less
linear and individualistic, but rather more flexible so that they may be adapted for application within
various cultural contexts.
This study suggests that one of the ways of alleviating campaign linearity and including culture is by
borrowing Paulo Freire's (1990) underlying principles of participation and incorporating them into
communication campaign theory in the form of audience participation. Communication campaign
theory would therefore include audience participation as a central component during its planning,
implementation and evaluation phases. The appropriateness of this suggestion is demonstrated by
applying it to and evaluating a HIV/AIDS awareness campaign targeted at young adults at a tertiary
institution in KwaZulu Natal. / Thesis (M.A.)-University of Natal, Durban, 2002.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:ukzn/oai:http://researchspace.ukzn.ac.za:10413/4807 |
| Date | January 2002 |
| Creators | Rawjee, Veena Parboo. |
| Contributors | Tomaselli, Keyan G. |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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