Localizing HIV/Aids Discourse in a Rural Kenyan Community
Bibliographic Data
| ID | 2308092 |
|---|---|
| Authors | Felix Banda (0000-0002-1956-4418, University of the Western Cape), Omondi Oketch (Maseno University) |
| Year | 2011 |
| Volume | 46 |
| Issue | 1 |
| Pages | 19-37 |
| Publication date | 2011-02-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Asian and African Studies (JOURNAL) |
| Journal identifiers | ISSN: 0021-9096 • E-ISSN: 1745-2538 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/0021909610388479 |
| PMID | 21574281 |
| OpenAlex | W2010814026 |
| Language | EN |
| Citations received | 2 |
| References cited | 6 |
This paper examines the effectiveness of multimodal texts used in HIV/AIDS campaigns in rural western Kenya using multimodal discourse analysis (Kress and Van Leeuwen, 2006; Martin and Rose, 2004). Twenty HIV/AIDS documents (posters, billboards and brochures) are analysed together with interview data (20 unstructured one-on-one interviews and six focus groups) from the target group to explore the effectiveness of the multimodal texts in engaging the target rural audience in meaningful interaction towards behavioural change. It is concluded that in some cases the HIV/AIDS messages are misinterpreted or lost as the multimodal texts used are unfamiliar and contradictory to the everyday life experiences of the rural folk. The paper suggests localization of HIV/AIDS discourse through use of local modes of communication and resources
Discourse analysis · Family medicine · Focus (optics · Focus group · Human immunodeficiency virus (HIV · Kenya · Linguistics · Political science · Rural community · Socioeconomics · Sociology · Anthropology · Discourse Analysis in Language Studies · Literacy, Media, and Education · Medicine · Multilingual Education and Policy · Psychology · Gender Studies
| Unique citing works | 2 |
|---|---|
| Citations per year | 0,15 |
| Citation span | 2013 - 2015 (3) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 2 |