Adapting Health Communication to Cultural Needs: Optimizing Documents in South-African Health Communication on HIV and AIDS

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Piet Swanepoel, Hans Hoeken
John Benjamins Publishing, 2008 - Language Arts & Disciplines - 178 pages
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The question of what constitutes effective health communication has been addressed mainly by scholars working in American and European cultural contexts. Many people who could benefit most from effective health communication, however, come from different cultures. A prime example is the threat posed by HIV/AIDS to the people of South Africa. Although it is generally acknowledged that health communication needs to be tailored to the target audience s characteristics with cultural background being one of the most salient ones, little research has been done on how to achieve this. In this book, we bring together leading scholars in the field of health communication as well as communication scholars from South Africa. As such, it can serve as an example of the promises and the limitations of general health communication theories to local praxis as well as provide guidelines for the development of better health communication in South Africa.
 

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Contents

An introduction
1
2 Planned development of culturally sensitive health promotion programs An Intervention Mapping appr
11
Making efficacious action plausible
31
4 The integrative model of behavioral prediction and messagebased HIV prevention
49
Soul City
71
Are we missing the message?
89
7 Cultural differences in the perceptions of fear and efficacy in South Africa
107
8 The effect of language style in messagebased HIV preventions
129
9 Visual health communication Why and how do literate and low literate South Africans differ in thei
151
About the authors
171
Index
177
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