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n Communicatio : South African Journal of Communication Theory and Research - The persuasive effect of Tsotsitaal in HIV / AIDS material

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Abstract

Volgens Statistics South Africa (2002) was HIV-infeksies die primêre oorsaak van sterftes onder vroue in die ouderdomsgroep 15 tot 39 vir die periode 1997 tot 2001. Die Departement van Gesondheid (Department of Health 2003) voer aan dat 3.1 miljoen vroue (in die ouderdomsgroep 1549) na beraming MIV-geïnfekteerd is in Suid-Afrika. Op sy beurt voer die Raad vir Geesteswetenskaplike Navorsing (HSRC 2002) aan dat 12 persent van die vroue en 6 persent van die mans in die ouderdomsgroep 15 tot 24 MIV-geïnfekteerd is. Die hoë prevalensie van MIV / VIGS het aanleiding gegee tot die ontstaan van verskeie veldtogte om veilige seks te bevorder. Na aanleiding van bogemelde resultate is dit duidelik dat jongmense 'n hoë risikogroep is. Van die veldtogte oor veilige seks, is dit egter slegs loveLife wat eksklusief fokus op jongmense. loveLife maak ekstensief gebruik van die gedrukte media in hul veldtog om hul boodskap van 'n positiewe leefstyl oor te dra. loveLife voer aan dat hulle in 'n taalvorm praat waarmee jongmense kan identifiseer. Weinig navorsing (indien enige) is egter gedoen om vas te stel of die taalvorm wat loveLife gebruik in sy gedrukte media effektief is om oorreding teweeg te bring. Saal (2003) het die effek van loveLife-tienersleng ondersoek onder leerders in die Wes-Kaap. Hierdie artikel is 'n uitbreiding van gemelde navorsing. In hierdie artikel word spesifiek gekyk na die oorredingseffek van Tsotsitaal onder leerders in Eersterust, in die Gauteng Provinsie. Tsotsitaal word ekstensief gebruik in die Eersterust-gebied. Twee brosjures, identies in vorm en inhoud, is geskep met as enigste verskil die betrokke taalvorm: die een brosjure is in Tsotsitaal, terwyl die ander weergawe in Standaard Afrikaans is. Die brosjures se effek op bron±ontvanger±ooreenkomste, bronattraksie, -geloofwaardigheid en oorreding is ondersoek. Die (ietwat verrassende) bevindinge van die studie toon aan dat die spreker van Standaard Afrikaans meer gunstig beoordeel word as die spreker van Tsotsitaal veral ten opsigte van bron-ontvanger-ooreenkomste en brongeloofwaardigheid. Die brosjure in Standaard Afrikaans het ook 'n statisties beduidende oorredingseffek gehad: die subjekte van Standaard Afrikaans is meer geneig om die boodskap te aanvaar as die subjekte van Tsotsitaal. End

According to Statistics South Africa (2002) HIV infections were the leading cause of death for females between 15 and 39 years of age for the period 1997 to 2001. The South African Department of Health (2003) estimates that 3.1 million women (15-49 years) in South Africa are HIV-infected. The Human Sciences Research Council (HSRC) (2002) claimed that in the 15- to 24-year age group, 12 per cent of the women and 6.1 per cent of the males are HIV-infected. The high incidence of HIV / AIDS has resulted in a number of campaigns that seek to promote safe sex. According to the results that have been published, young people are seen as a high-risk group. However, of the campaigns that seek to address the issue of HIV / AIDS, the loveLife project is the only campaign aimed exclusively at young people. loveLife makes extensive use of the printed media in their campaigns. They claim to speak in a language with which young people will identify. Very little research into the effectiveness of the language use in these campaigns has been undertaken. Saal (2003) examined the effect of teenager slang as used by loveLife among learners in the Western Cape. This research is an extension of the research conducted by Saal (2003), looking in particular at the effect of Tsotsitaal among learners in the Eersterust area. Tsotsitaal is widely used in Eersterust, Gauteng Province, and its persuasive effect in HIV / AIDS material will be examined. Two brochures (written in Standard Afrikaans and Tsotsitaal) were tested in terms of their effect on source-receiver-similarity, source attraction and credibility (source expertise and trustworthiness) as well as persuasiveness. The findings of the study suggested, somewhat surprisingly, that speakers of Standard Afrikaans are rated more favourably than Tsotsitaal speakers in terms of source-receiver-similarity and credibility. The participants also viewed the brochure in Standard Afrikaans as significantly more persuasive than the Tsotsitaal brochure. End

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/content/commu/31/2/EJC27852
2005-01-01
2016-12-03
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