The role of culture in effective HIV/Aids communication by theatre in South Africa
Bibliographic Data
| ID | 2177694 |
|---|---|
| Authors | Chijioke Uwah (0000-0003-1575-2099, University of Fort Hare, corresponding author) |
| Year | 2013 |
| Volume | 10 |
| Issue | 3-4 |
| Pages | 140-149 |
| Publication date | 2013-12-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAHARA-J Journal of Social Aspects of HIV/AIDS (JOURNAL) |
| Journal identifiers | ISSN: 1729-0376 • E-ISSN: 1813-4424 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/17290376.2014.903809 |
| PMID | 24697309 |
| PMCID | PMC4039132 |
| OpenAlex | W2070626823 |
| Language | EN |
| Citations received | 3 |
| References cited | 20 |
The need to effectively communicate HIV/AIDS messages in South Africa, given the high prevalence of the pandemic, cannot be overemphasised. Communication scholars have long emphasised the need to recognise adherence to cultural norms of target communities as catalyst for effective HIV/AIDS communication. Unfortunately this call has not been totally heeded by the designers of HIV/AIDS communication instruments. In the case of theatre, research has shown that in South Africa, theatre groups have gone into communities with pre-packaged plays without due cognisance of the cultural norms and beliefs of the target population. This research was conducted in KwaZulu-Natal (the province with the highest prevalence rate of HIV/AIDS infection in South Africa). Using a qualitative research methodology this paper investigated the inclusion/non-inclusion of the cultural norms of the target population in the design of the dramatic performance by the theatre group in its HIV/AIDS campaigns. The findings indicate that while the group did try to incorporate aspects of the cultural norms of the target population, it did so at a level that failed to effectively communicate the HIV/AIDS message to its audiences. This paper therefore seeks to show through empirical evidence that the non-inclusion of cultural norms and values of the target population has acted as a stumbling block in the effective communication of HIV/AIDS messages by theatre groups in the country
Disease · Empirical research · Environmental health · Family medicine · Pandemic · Political science · Population · Public relations · Sociology · Adolescent Sexual and Reproductive Health · Focus Groups and Qualitative Methods · Gender Studies · HIV/AIDS Impact and Responses · Medicine · Psychology · Social Psychology
Sickness and healing
Letting Them Die
Toward the Development of Critical Health Communication Praxis
The Role of Culture in Health Communication
The Africans
Social learning theory
Traditional African1 Beliefs and Customs
Cultural sensitivity in substance use prevention
Traditional medicine in Botswana
Aids and STDs in Africa
Aids and STDs In Africa
Culture and African contexts of HIV/Aids prevention, care and support
| Unique citing works | 3 |
|---|---|
| Citations per year | 0,5 |
| Citation span | 2020 - 2024 (5) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 3 |