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Localizing HIV/AIDS discourse in a rural Kenyan community
1University of the Western Cape, South Africa.
Journal of Asian and African Studies
|May 18, 2011
Summary
Multimodal texts in rural HIV/AIDS campaigns are often misinterpreted. Localizing communication strategies is crucial for effective engagement and behavioral change in western Kenya.
Area of Science:
- Communication Studies
- Public Health
- Discourse Analysis
Background:
- HIV/AIDS campaigns in rural western Kenya utilize multimodal texts like posters and billboards.
- Effectiveness is assessed through multimodal discourse analysis and interviews with the target audience.
Observation:
- Analysis of 20 HIV/AIDS documents and interviews with 26 participants explored audience engagement.
- The study focused on how multimodal texts influence behavioral change towards HIV/AIDS prevention.
Findings:
- Multimodal texts in HIV/AIDS campaigns can be misinterpreted due to unfamiliarity and contradiction with local experiences.
- Communication barriers hinder effective engagement and the intended behavioral change in rural populations.
Implications:
- Localization of HIV/AIDS discourse using local communication modes and resources is recommended.
- Tailoring campaign materials to rural contexts can improve message reception and promote health behavior change.
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