An investigation of communication strategies aimed at curbing the extent of HIV & AIDS transmission

Abstract

Amidst growing concerns about the impact of Human Immuno Deficiency Virus and Acquired Immunodeficiency Syndrome (HIV & AIDS) on the political, social and economic spheres of our country, comes the responsibility of government to address this pertinent issue, especially through communication within the uThungulu District Municipality Structures. This research emerges within the context of rising levels of human immuno deficiency virus (HIV) infection amongst young adults, and the escalation of deaths from the acquired immunodeficiency syndrome AIDS. This study critically examines the commonly used theories and models used during HIV & AIDS preventative care communication strategies. Failure to acknowledge the communication context in campaigns theory has various negative implications. One implication is that the messages are sender-oriented, however there has been sufficient campaigns for grassroots dialogue but the recipients are unable to identify with the message as they are divorced from the context of its production. Furthermore, because of a lack of engagement by the recipient in the development of messages, retention of knowledge is minimal, and this leads to a lack of acceptance of the message. Clearly, then, there exists a need for the communication strategies, theories and models to be rearticulated so that they are more relevant and may be adapted for application within various cultural contexts. This study examines the role of communication campaign theory and audience participation as central components during planning, implementation and evaluation phases of HIV & AIDS prevention.