How peer conversations about HIV/AIDS media messages affect comprehension and beliefs of young South African women

Most existent research on the effects of interpersonal discussions about health campaign messages is based on surveys. In this study, we analysed actual conversations about an HIV/AIDS poster to find out possible effects. Young South African women in 59 dyads (n = 118) participated in conversations...

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Bibliographic Details
Published in:SAHARA J : journal of Social Aspects of HIV/AIDS Research Alliance 2016-01, Vol.13 (1), p.68-80
Main Authors: Lubinga, E., Maes, A.A., Jansen, C.J.M.
Format: Article
Language:English
Subjects:
Acquired immune deficiency syndrome
Acquired Immunodeficiency Syndrome
Adolescent
Adolescentes
AIDS
Belief & doubt
beliefs
Broadcasting
Campaigns
Communication
Comprehension
Compréhension
Convictions
Discussions interpersonnelles
Female
female adolescents
Health
Health Knowledge, Attitudes, Practice
health messages
Health Promotion
HIV
Human immunodeficiency virus
Humans
interpersonal discussions
Messages de santé
Original
Peer Influence
Peers
Posters as Topic
Prevention
Prévention
Sexual Behavior
South Africa
Women
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Summary:Most existent research on the effects of interpersonal discussions about health campaign messages is based on surveys. In this study, we analysed actual conversations about an HIV/AIDS poster to find out possible effects. Young South African women in 59 dyads (n = 118) participated in conversations about a deliberately puzzling HIV and AIDS poster that cautioned the target group to be faithful to one sexual partner. We measured their comprehension of the poster and beliefs about the message, before and after the conversations. Overall, actual comprehension (AC) was low, and we observed a large discrepancy between actual and perceived comprehension. In general, conversations did not improve AC. It proved to be even more probable that a correct interpretation before a conversation turned into an incorrect interpretation than the other way around. However, having a well-informed conversation partner increased the chance of acquiring adequate subsequent comprehension. We found, in general, that conversations did not decrease undesirable beliefs. One important undesirable belief even became reinforced after the conversations. Conversations among peers might be valuable in health campaigns, but our study shows that intended positive effects do not automatically follow.
ISSN:1729-0376
1813-4424
DOI:10.1080/17290376.2016.1197146