Persuasion communication, elaboration likelihood model, intrinsic persuasion variables,
extrinsic persuasion variables, Life Orientation, HlV/Aids, grade 9 learners, guidance
counselling, persuasion campaigns, credibility, motivation, capacity, youth
The elaboration likelihood model (Petty & Caccioppo, 1996:l-309) in the field of
persuasion communication explains the role that variables can play in the measure to
which the youth can be influenced and persuaded by messages aimed at changing sexual
risk behaviour.
In order to offer the North West Province Department of Education's Life Orientation
learning area, which is marked by a life skills approach, a better chance of success, it is
important to determine which of the intrinsic and/or extrinsic variables-as is hypothesised
by the elaboration likelihood model-play a role with grade 9 learners. Thus, the
persuasion messages within Life Orientation could be adapted accordingly.
The purpose of this study was to determine what role the intrinsic and/or extrinsic
persuasion variables have in the presentation of Life Orientation classes to selected grade
9 learners at three Potchefstroom high schools.
Relevant literature was analysed in regard to HlV/Aids campaigns and programmes that
had been launched in South Africa, especially in instances where the theoretical
framework corresponded with this study. The empirical study was done by way of
methodological triangulation. An overall picture was formed by way of a quantitative survey
questionnaire of the persuasion variables that are found among grade 9 learners in
Potchefstroom, Promosa and Ikageng. Qualitative methods (focus groups, personal interviews and non-participatory observation) were employed to investigate the deeper
seated aspects of the persuasion variables.
The results of the study confirm the premise of the elaboration likelihood model, and
proved that intrinsic persuasion variables play an important role with grade 9 learners
when HlV/Aids persuasion messages are conveyed to them through Life Orientation
classes. Thus, it can be inferred that grade 9 learners of the three selected Potchefstroom
schools would process these persuasion messages via the central route, which enhances
the chances of long term persuasion. Further, it appears that in this study extrinsic
persuasion variables mostly played a strengthening role with regard to persuasion
messages. The study deduces, therefore, that Life Orientation, and specifically the content
that is focused on HIV/Aids, led to the successful persuasion of grade 9 learners in the
selected schools. However, the study also makes important recommendations on how the
impact of these persuasion messages can be even more heightened within the context of
the elaboration likelihood model. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2006
| Identifer | oai:union.ndltd.org:NWUBOLOKA1/oai:dspace.nwu.ac.za:10394/1442 |
| Date | January 2005 |
| Creators | Bester, Cornelia Maria |
| Publisher | North-West University |
| Source Sets | North-West University |
| Detected Language | English |
| Type | Thesis |
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