Advance Search

Theories, models and strategies in developing an effective HIV/AIDS campaign in South Africa

Mpine E. Qakisa
University of South Africa
Keywords:
Copyright and Licensing:
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Share:

How to Cite

Theories, models and strategies in developing an effective HIV/AIDS campaign in South Africa. (2022). Communicare: Journal for Communication Studies in Africa, 22(2), 45-64. https://doi.org/10.36615/jcsa.v22i2.1794
Crossref
Scopus
Google Scholar
Europe PMC
  • Articles
  • Submited: October 22, 2022
  • Published: October 24, 2022

Abstract

There is no doubt that the impact of media messages and campaigns has helped to
inform, sustain and shape attitudes on a health issue such as HIV/AIDS. They have been
heralded as the most important tools in raising awareness but little is known about how
much impact they have had in changing people’s behaviour. The purpose of HIV/AIDS
health communication and campaigns is to educate by improving health, reducing the
risks of HIV infections and promoting the well-being of individuals and communities.
Most HIV/AIDS campaigns have been unsuccessful in achieving this goal because of poor
conceptualisation and narrow strategic approaches. In fact, the media has been blamed
for perpetuating confusions around the disease. Another problem may be that most
health programme interventions have not been based on theories and models. Theories
play a pivotal role in planning and implementing campaign strategies. Theories and
models can be used to help campaign developers understand the nature of the targeted
behaviour, suitable programmes for the targeted people, the methods that can be used
to accomplish change, and the outcomes for the evaluation. Media messages and
campaigns, if designed properly, can have a major impact on behavioural change. In
this paper, I shall look at media messages and campaigns on HIV/AIDS, and address the
application of health communication theories in influencing health behaviour. Finally,
I shall look at how theories can be used to develop effective health campaigns targeting
the people of South Africa.

pdf
pdf

Article Metrics Graph

Article Views | PDF Downloads
Chart Graph | Range Graph

References

  1. ATKIN, C.K. 2001. Theory and principles of media health campaigns. (In Rice, R.E. & Atkin, C.K. eds. Public Communication Campaign. 3rd ed. 49-68.)
  2. https://doi.org/10.4135/9781452233260.n3 DOI: https://doi.org/10.4135/9781452233260.n3
  3. AUSTIN, E.W. 1995. Reaching young audiences. (In Maibach E. and Parrott R.L. eds. Designing health messages: Approaches from communication theory and public health practice. California : Sage.
  4. AINSWORTH, M. & OVER, M. Confronting AIDS: Public priorities in a global epidemic. World Bank Policy Research Report. Washington DC : Oxford University Press.
  5. BACKER, T.E., ROGERS, E.M. & SOPORY, P. 1992. Designing health communication campaigns: What works? Newbury Park, California : Sage.
  6. https://doi.org/10.4135/9781483325521 DOI: https://doi.org/10.4135/9781483325521
  7. BANDURA, A. 1997. Self-efficacy in changing socities. London : Cambridge University Press.
  8. BRACHT, N. 1999. Health Promotion at the Community Level. New Advances. Thousand Oaks : Sage.
  9. https://doi.org/10.4135/9781452204789 DOI: https://doi.org/10.4135/9781452204789
  10. CLINE, R. J.W & McKENZIE, V. 1996. Women and aids. (In Parrott R.L. & Coditt, C.L eds.Evaluating women's health messages. A resource book. California : Sage.
  11. DONOHEW, L. 1990. Public health campaigns: Individual message strategies. (In Ray E.B & Donohew, L eds.Communication and Health: Systems and Applications. New Jersey : Lawrence Erlbaum Associates.
  12. DRAGON, G.A. 2001. Making waves: Stories of participatory communication for social change. [Web:]
  13. FUGUEROA, M.E., KINCAID, D.E., RANI, M. & LEWIS, G. 2002. Communication for social change. New York: Rockefeller Foundation.
  14. FINNEGAN, J.R. & VISWANATH, K. 1990. Health and communication: Medical and public health influences on research agenda. (In Ray E.B & Donohew, L eds.Communication and health: Systems and applications. New Jersey : Lawrence Erlbaum Associates.
  15. FREIMUTH, V.S. 1990. The chronically uniformed: Closing the knowledge gap in health. (In Ray E.B & Donohew, L eds. Communication and Health: Systems and Applications. New Jersey : Lawrence Erlbaum Associates.
  16. Gender-Aids. July - December 2000. Fondatin du Present.
  17. GRAY-FELDER, D. 1999. Communication for social change: A position paper and conference report. The Rockefeller Foundation. [Web:]
  18. GUPTA, G.R. 2000. The HIV/AIDS pandemic and its gender implications. Oral presentation at Approaches for empowering women in HIV/AIDS pandemic. Windhoek, Namibia. November 13-17.
  19. HEISE, L. and ELIAS, C. 1995. Transforming AIDS prevention to meet women's needs: a focus on developing countries. Social Science and Medicine, 40(7):933-943.
  20. https://doi.org/10.1016/0277-9536(94)00165-P DOI: https://doi.org/10.1016/0277-9536(94)00165-P
  21. HOFSTEDE, G. 1986. Cultural differences in teaching and learning. International Journal of Intercultural Relations, 10(2):301-320.
  22. https://doi.org/10.1016/0147-1767(86)90015-5 DOI: https://doi.org/10.1016/0147-1767(86)90015-5
  23. JAFFE, A. 1999. South Africans divided against AIDS. AIDS Bulletin, September:17-19.
  24. JANZ, N.C., CHAMPION, V.L. & STRETCHER, V.J. 2002. The health belief model. (In Glanz, K. Rimer, B.K. & Lewis, F.C. eds. Health Behaviour and Health Education.3rd ed. San Fransisco : Jose-Bass. 45-66).
  25. KALBFEISCH, P.J. & BONNEL, K.H. 1996. Media, portrayal of women's menstrual health issues. (In Parrott R.L, & Coditt, C.L. eds. Evaluating women's health messages. A resource book. California : Sage. 279-302).
  26. https://doi.org/10.4135/9781483345437.n19 DOI: https://doi.org/10.4135/9781483345437.n19
  27. KIRAGU, K. 2001. Youth and HIV/AIDS: Can we avoid the catastrophe? Population Reports, Series L, No 12. Baltimore : The John Hopkins University Bloomberg School of Public health, Population Information Program, Fall 2001.
  28. KRITZINGER, J. 1998. Media impact on public beliefs about AIDS. (In Miller, D., Kitzinger, J., Williams, K. & Beharrell, P. eds. The circuit of mass communication. London : Sage.
  29. https://doi.org/10.4135/9781446279984.n8 DOI: https://doi.org/10.4135/9781446279984.n8
  30. LOVELIFE. 2000. The impending catastrophe: A resource book on the emerging HIV/AIDS epidemic in South Africa. Johannesburg : Colorpress.
  31. LOVELIFE. 2001. Impending Catastrophe revisited: A update on the HIV/AIDS epidemic in South Africa. Johannesburg : Colorpress.
  32. MAIBACH, E.W. & COTTON, D. 1995. A staged social cognitive approach to message design. (In Maibach E. & Parrott R.L. eds. Designing health messages: Approaches from Communication Theory and Public Health Practice. California : Sage. 41-64).
  33. https://doi.org/10.4135/9781452233451.n3 DOI: https://doi.org/10.4135/9781452233451.n3
  34. MILLER, D. & WILLIAMS, K. 1998. Sourcing AIDS news. (In Miller, D., Kitzinger, J., Williams, K. & Beharrell, P. eds. The circuit of mass communication. London : Sage. pp 123-147).
  35. https://doi.org/10.4135/9781446279984.n6 DOI: https://doi.org/10.4135/9781446279984.n6
  36. MONTANO, D.E. & KASPRZYK, D. 2002. The theory of reasoned action and the theory of planned behaviour. (In Glanz, K., Rimer, B.K. & Lewis, F.C. eds. Health Behaviour and Health Education.3rd ed. San Fransisco: Jose-Bass. 67-98).
  37. NEUENDORF, K.A. 1990. Health images in the media. (In Ray, E.B. & Donohew, L. eds. Communication and health: Systems and applications. Hillsdale, New Jersey : Lawrence Erlbaum Associates. 94-111).
  38. PROCHASKA, J.O. & DICLEMENTE, C.C. 1984. The transtheoretical approach. Homewood, Ill. : Dow Jones Irwin.
  39. RESNICOW, K., BRAITHWAITE, R.L., DILORIO, C. & GLANZ, K. 2002. Applying theory to culturally diverse and unique populations. (In Glanz, K. Rimer, B.K. & Lewis, F.C. eds. Health Behaviour and Health Education. 3rd ed. San Fransisco : Jose-Bass. 485-509).
  40. RUTTER, D. & QINNE, L. 2002. Changing health behaviour. Buckingham : Open University Press.
  41. SAWADOGO, G. 1995. Training for the African mind. International Journal of Intercultural Relations, 19(2):281-293.
  42. https://doi.org/10.1016/0147-1767(94)00010-U DOI: https://doi.org/10.1016/0147-1767(94)00010-U
  43. SHADE, B.J. 1997. The culture and learning style within the African America community in culture. (In Culture, style and the educative process. 2nd ed. Shade, B.J. Springfield, Illinois : Charles C. Thomas). Theory at glance. Foundations of applying theory in health promotion practice. 2002. [Web:]
  44. WAISBORD, S. 2001. Family tree of theories, methodologies and strategies in development communication: Convergence and differences. Rutgers University : Rockefeller Foundation. [Web:]
  45. WALLACK, L. & DORFMAN, L. 2001. Putting policy into health communication: The role of media advocacy. (In Rice, R.E. & Atkin, C. K. eds. Public communication campaign. 3rd ed. 389-403).
  46. https://doi.org/10.4135/9781452233260.n31 DOI: https://doi.org/10.4135/9781452233260.n31
  47. WITTE, K. 1995. Fishing for success. (In Maibach, E. & Parrott, R.L. eds. Designing health messages: Approaches from communication theory and public health practice. California : Sage. 145-164).
  48. https://doi.org/10.4135/9781452233451.n8 DOI: https://doi.org/10.4135/9781452233451.n8
  49. WRIGHT, C.R. 1960. Functional analysis and mass communication. Public Opinion Quarterly, (24):605-620.
  50. https://doi.org/10.1086/266976 DOI: https://doi.org/10.1086/266976
How to Cite
Theories, models and strategies in developing an effective HIV/AIDS campaign in South Africa. (2022). Communicare: Journal for Communication Studies in Africa, 22(2), 45-64. https://doi.org/10.36615/jcsa.v22i2.1794

Send mail to Author

Send Cancel

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
    • Clarivate