n Gender and Behaviour - Indigenous belief systems and HIV/AIDS in South Africa : examining HIV/AIDS communication from a cultural psychological perspective - research

Volume 17 Number 4
  • ISSN : 1596-9231


The high prevalence of HIV/AIDS in South Africa has induced the necessity for effective communication of HIV/AIDS messages. Communication scholars have stressed the need for HIV/AIDS messages to be communicated within specific cultural paradigms. In South Africa where the prevalence of HIV/AIDS is high in black townships and rural communities, the need to present HIV/AIDS messages in the cultural paradigm and indigenous belief systems of this segment of society cannot be overemphasised. This paper examines the need to contextualise HIV/AIDS communication within a cultural paradigm by closely examining the influence of culture at a cognitive level and the belief systems that are specific to African indigenous societies. Using a qualitative method that focuses on literary review of articles and books, this paper argues that a successful health behaviour change can only be achieved if the methodology that guides the intervention is foregrounded on specific cultural norms and values of African indigenous societies in South Africa.

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