Using Communication as a tool for behaviour change to reduce the spread of HIV in three Southern African countries

Using Communication as a Tool for Behaviour Change to Reduce the Spread of HIV in Southern Africa

A Dissertation

Presented to __________

In Partial Fulfilment

of the Requirements for the Degree

of _______________________

Submitted By

Ansuyah Maharaj

ABSTRACT

The purpose of this study is to investigate media strategies implemented to combat the HIV pandemic , and to evaluate communication initiatives for behaviour change . This study was also designed to provide the needed relevant theoretical background with regard to these media programs . In to best situate this in

terms of past and current scholarship and to comment on the path being forged ahead , a wide range of perspectives will be addressed . A look at HIV /AIDS as a global phenomenon , one whose direness and devastation prompts its domination as a subject matter in contemporary media discourse , highlights the emphasis on communication strategies in hopes of combating its effects Firstly , the provides a brief introduction on AIDS /HIV and communication campaigns . Then , the reviews the discourses framing the theoretical relationship between HIV /AIDS , socio-cultural theories communications and media . Addressing diverse facets of society and proposing different approaches at conceptualising and battling HIV /AIDS After that , the celebrates the possibilities , showcases the limitations , and recalls the gross inequalities and discrimination that laid the foundation for the pandemic as it is experienced in South Africa . Finally , the evaluates the ways and strategies in which the South Africa provides communication interventions for behaviour change

ACKNOWLEDGEMENTS

I highly appreciate the guidance and assistance provided to me by my __________in preparation of this study . His ideas have been a vital element in providing me the stepping-stone for this research and encouraged me to work hard

TABLE OF CONTENTS

Abstract .ii

Acknowledgements .iv

Table of Contents .v

Table of Figures .vii

List of Tables .vii

CHAPTER ONE - INTRODUCTION

CHAPTER TWO -THEORETICAL FRAMEWORK

CHAPTER THREE - HIV INTERVENTION IN SOUTH AFRICA

CHAPTER FOUR - EVALUATION OF COMMUNICATION

STRATEGIES AND THEIR EFFECTIVENESS

BIBLIOGRAPHY

TABLE OF FIGURES

Figure 1 . Countries of Sub Sahara Africa

Figure 2 . Communication Model

LIST OF TABLES

Table 1 . Global Summary of HIV and AIDS Epidemic December 2006 CHAPTER ONE - INTRODUCTION

AIDS (Acquired Immune Deficiency Syndrome , the possible end-result of HIV infection (Human Immunodeficiency Virus , has been and continues to be an epidemic that is having catastrophic effects on the world 's populations . Since the early 1980s when the disease was first diagnosed no cure has been found even though scientists have been working assiduously at it . HIV is an infectious virus transmitted through the exchange of bodily fluids such as semen and blood . As with most diseases with no known cure , the effort to curtail the disease 's spread has focused on preventive rather than curative strategies . These preventive strategies include interpersonal communication and mass media messages aimed at explaining the dangers posed by the disease . These messages provide citizens with information about ways of preventing infection

Despite efforts aimed at curtailing further spread of the disease among the world 's populace , recent...