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Social constructions of “being faithful” among university students and the implications for their reception of partner-fidelity messages

Abraham Kiprop Mulwo
University of Kenya
Keyan Gray Tomaselli
University of Kwazulu Natal
L Dalrymple
University of Kwazulu Natal
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Social constructions of “being faithful” among university students and the implications for their reception of partner-fidelity messages. (2022). Communicare: Journal for Communication Studies in Africa, 28(2), 1-22. https://doi.org/10.36615/jcsa.v28i2.1689
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  • Submited: October 16, 2022
  • Published: October 17, 2022

Abstract

This paper examines how the social constructions of the notion of “being faithful” influenced
university students’ responses to messages encouraging partner fidelity, and their sexual practices
especially with regard to concurrent and multiple sexual relationships. The discussions are based
on the results of a PhD study conducted at three universities in KwaZulu-Natal to explore students’
responses to communication and media strategies relating to the prevention of infection with HIV
through abstinence, being faithful to one partner and the correct and consistent use of condoms.
Study findings show that a significantly high proportion (39.0%) of the study participants who
indicated having had sex in the previous 12 months had more than one sexual partner in the same
period. Close to half (48.5%) of the currently sexually active students had more than one sexual
partner. The study further established that the socially constructed meaning of “being faithful”, as
a commitment towards matrimonial relationship, mainly influenced individual’s engagement in
multiple and concurrent sexual relationships. The study points out the need for the development
of social communication programmes so as to generate spaces within which socially created
meanings, beliefs and values can be renegotiated.

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How to Cite
Social constructions of “being faithful” among university students and the implications for their reception of partner-fidelity messages. (2022). Communicare: Journal for Communication Studies in Africa, 28(2), 1-22. https://doi.org/10.36615/jcsa.v28i2.1689

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