Adapting Health Communication to Cultural Needs

Description

Swanepoel (Afrikaans and theory of literature U. of South Africa) and Hoeken (language studies, Radboud U. Nijmegen, The Netherlands) present nine articles detailing the conditions contributing to the spread of HIV/AIDS in South Africa and outlining strategies for health communication and education campaigns that encourage prevention and account for the intricacies of culture. Specific topics include: an intervention mapping approach to the development of culturally sensitive health promotion programs, the integrative model of behavioral prediction and message-based HIV prevention, cultural differences in the perceptions of fear and efficacy in South Africa, the effect of language style in message-based HIV prevention, and the different ways literate and lot literate South Africans understand visual health messages, among others.

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