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

Abstract

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.

Using a fotonovela to battle crystal meth in South Africa

“…Two more outcome variables were measured: attitude and intention to speak to a friend or family member who is involved with crystal meth about their drug habit. As argued in Lubinga, Maes, and Jansen (2016), for example, the efficacy of mass media health communication campaigns can be enhanced by conversations about the core messages of these campaigns (see also Donn e, Jansen, & Hoeks, 2017; Duggan, 2006;Southwell & Yzer, 2007). Such conversations about health messages may lead to changes in relevant beliefs (Hwang, 2012), attitudes (Hendriks, Van den Putte, & De Bruijn, 2014), social norms (Chatterjee, Bhanot, Frank, Murphy, & Power, 2009), and behavioral intentions (Van den Putte, Yzer, Southwell, De Bruijn, & Willemsen, 2011), thus fostering behavior change.…”

Deploying a Fotonovela to Combat Methamphetamine Abuse among South Africans with Varying Levels of Health Literacy

“…The dependent variables we used included attitudes and intentions related to the socially responsible behaviour of not using MA, as well as speaking to a friend or family member who is involved with MA about their drug habit. As Davis and Jansen [ 11 ] argued, referring to Lubinga and colleagues [ 41 ], among others, the efficacy of mass media health communication campaigns can be enhanced by conversations about the core messages of these campaigns. Such conversations may lead to changes in relevant beliefs, attitudes, social norms, and behavioural intentions [ 42 , 43 , 44 , 45 ], thus fostering behaviour change.…”

The Influence of Conversational Content on College Students’ Safe Sex Intentions: A Mixed Method Approach

“…Focusing on the mechanism underlying the effectiveness of interpersonal communication seems especially important as conversations that are stimulated by a health campaign will not always be in agreement with the aims of the campaign (Hafstad & Aaro, 1997;Dunlop, 2011). Indeed, several studies have found unintended -and undesirable-effects of conversations about health messages (David, Capella, and Fishbein, 2006;Van den Putte et al, 2011;Hendriks, Van den Putte, De Bruijn, & De Vreese, 2014;Lubinga, Maes, & Jansen, 2016). Lubinga et al (2016), for instance, found that young South African adolescents' conversations about cryptic HIV/AIDS messages decreased the level of understanding of these health messages in a considerable number of cases.…”

“…Indeed, several studies have found unintended -and undesirable-effects of conversations about health messages (David, Capella, and Fishbein, 2006;Van den Putte et al, 2011;Hendriks, Van den Putte, De Bruijn, & De Vreese, 2014;Lubinga, Maes, & Jansen, 2016). Lubinga et al (2016), for instance, found that young South African adolescents' conversations about cryptic HIV/AIDS messages decreased the level of understanding of these health messages in a considerable number of cases.…”

“…In order to assess conversational valence, the transcripts were first divided into codable information units, consisting of any meaningful utterance about one topic (Lubinga et al, 2016). An information unit did not necessarily coincide with one clause: A clause could consist of multiple information units, or one information unit could extend over multiple clauses.…”