Promoting HIV/AIDS Prevention through Soap Operas
In the past three decades television soap operas have been used as a means of health education and persuasion. In recent years, the proliferation of entertainment television worldwide has made the soap opera a powerful source of educational and social messages. One of the most critical global healt...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1810 |
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| author | William Brown Steven Kiruswa, Steven Kiruswa, Benson P. Fraser Benson P. Fraser |
| author_facet | William Brown Steven Kiruswa, Steven Kiruswa, Benson P. Fraser Benson P. Fraser |
| author_sort | William Brown |
| collection | DOAJ |
| description |
In the past three decades television soap operas have been used as a means of health
education and persuasion. In recent years, the proliferation of entertainment television
worldwide has made the soap opera a powerful source of educational and social messages.
One of the most critical global health issues of today is the need to reduce HIV/AIDS
infection, particularly on the continent of Africa. In the 1990s, the country of Tanzania
broadcast a highly effective radio soap opera to promote HIV/AIDS prevention. In 2000,
Tanzania again employed the use of the soap opera to address HIV/AIDS as well as other
social issues, this time through television. Our research indicates that the Tanzanian
television soap opera employed in this effort, Maisha, effectively promoted HIV/AIDS
prevention among television viewers. In particular, those who were more involved with
Mashaka, the star of Maisha, were more powerfully influenced by the health messages
communicated through the programme. The implications of this research for using
entertainment for HIV/AIDS prevention are discussed
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| format | Article |
| id | doaj-art-502d120e9f1541a99bffb4a40ab63de6 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-502d120e9f1541a99bffb4a40ab63de62025-01-20T08:50:39ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0122210.36615/jcsa.v22i2.1810Promoting HIV/AIDS Prevention through Soap OperasWilliam Brown0Steven Kiruswa, Steven Kiruswa,1Benson P. Fraser Benson P. Fraser2Regent UniversityRegent UniversityRegent University In the past three decades television soap operas have been used as a means of health education and persuasion. In recent years, the proliferation of entertainment television worldwide has made the soap opera a powerful source of educational and social messages. One of the most critical global health issues of today is the need to reduce HIV/AIDS infection, particularly on the continent of Africa. In the 1990s, the country of Tanzania broadcast a highly effective radio soap opera to promote HIV/AIDS prevention. In 2000, Tanzania again employed the use of the soap opera to address HIV/AIDS as well as other social issues, this time through television. Our research indicates that the Tanzanian television soap opera employed in this effort, Maisha, effectively promoted HIV/AIDS prevention among television viewers. In particular, those who were more involved with Mashaka, the star of Maisha, were more powerfully influenced by the health messages communicated through the programme. The implications of this research for using entertainment for HIV/AIDS prevention are discussed https://journals.uj.ac.za/index.php/jcsa/article/view/1810television soap operashealth education and persuasionproliferationentertainmenteducationalsocial messages |
| spellingShingle | William Brown Steven Kiruswa, Steven Kiruswa, Benson P. Fraser Benson P. Fraser Promoting HIV/AIDS Prevention through Soap Operas Communicare television soap operas health education and persuasion proliferation entertainment educational social messages |
| title | Promoting HIV/AIDS Prevention through Soap Operas |
| title_full | Promoting HIV/AIDS Prevention through Soap Operas |
| title_fullStr | Promoting HIV/AIDS Prevention through Soap Operas |
| title_full_unstemmed | Promoting HIV/AIDS Prevention through Soap Operas |
| title_short | Promoting HIV/AIDS Prevention through Soap Operas |
| title_sort | promoting hiv aids prevention through soap operas |
| topic | television soap operas health education and persuasion proliferation entertainment educational social messages |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1810 |
| work_keys_str_mv | AT williambrown promotinghivaidspreventionthroughsoapoperas AT stevenkiruswastevenkiruswa promotinghivaidspreventionthroughsoapoperas AT bensonpfraserbensonpfraser promotinghivaidspreventionthroughsoapoperas |