Comprehension of HIV/AIDS messages in Lesotho
Targeted audiences do not always comprehend HIV/AIDS visual campaigns that are meant to educate and inform, and thus such campaigns do not result in a positive change in behaviour and attitude. This is possibly ascribable to the inappropriate use of graphic imagery and other visual elements in many...
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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/1664 |
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| _version_ | 1832593775877160960 |
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| author | Olutunmise Adesola Ojo Rudi de Lange |
| author_facet | Olutunmise Adesola Ojo Rudi de Lange |
| author_sort | Olutunmise Adesola Ojo |
| collection | DOAJ |
| description |
Targeted audiences do not always comprehend HIV/AIDS visual campaigns that are meant to
educate and inform, and thus such campaigns do not result in a positive change in behaviour
and attitude. This is possibly ascribable to the inappropriate use of graphic imagery and other
visual elements in many such campaigns. Even though the cost of the ineffective use of graphic
images in information and awareness might be difficult to calculate – especially with regard to
health-related problems in which lives are involved, – the effectiveness of any visual healthcommunication
material in terms of meaningful learning, comprehension or retention can
nevertheless be determined by means of post-testing. In this study, the comprehension of the loveLife outdoor campaign material was thus post-tested amongst 301 subjects from five high schools in both urban and rural areas. The study set out
to determine the subjects’ comprehension of both the messages and the graphic imagery and
evaluated the material for self-efficacy. The results indicate that suitable graphic imagery fosters
message comprehension, that inappropriate imagery inhibits comprehension, and that realistic
and appropriate imagery is preferred to abstract and representational imagery. In addition, it was
found that familiar images are a vehicle towards improved comprehension of HIV/AIDS messages.
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| format | Article |
| id | doaj-art-68c14f1df7cb4ffe8c4fa4827c7164fd |
| 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-68c14f1df7cb4ffe8c4fa4827c7164fd2025-01-20T08:54:19ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0130110.36615/jcsa.v30i1.1664Comprehension of HIV/AIDS messages in LesothoOlutunmise Adesola Ojo0https://orcid.org/0000-0002-6892-271XRudi de Lange1https://orcid.org/0000-0003-0008-0998Central University of TechnologyTshwane University of Technology Targeted audiences do not always comprehend HIV/AIDS visual campaigns that are meant to educate and inform, and thus such campaigns do not result in a positive change in behaviour and attitude. This is possibly ascribable to the inappropriate use of graphic imagery and other visual elements in many such campaigns. Even though the cost of the ineffective use of graphic images in information and awareness might be difficult to calculate – especially with regard to health-related problems in which lives are involved, – the effectiveness of any visual healthcommunication material in terms of meaningful learning, comprehension or retention can nevertheless be determined by means of post-testing. In this study, the comprehension of the loveLife outdoor campaign material was thus post-tested amongst 301 subjects from five high schools in both urban and rural areas. The study set out to determine the subjects’ comprehension of both the messages and the graphic imagery and evaluated the material for self-efficacy. The results indicate that suitable graphic imagery fosters message comprehension, that inappropriate imagery inhibits comprehension, and that realistic and appropriate imagery is preferred to abstract and representational imagery. In addition, it was found that familiar images are a vehicle towards improved comprehension of HIV/AIDS messages. https://journals.uj.ac.za/index.php/jcsa/article/view/1664HIV/AIDSLesotholoveLifeoutdoor media campaignsawarenessvisual healthcommunication material |
| spellingShingle | Olutunmise Adesola Ojo Rudi de Lange Comprehension of HIV/AIDS messages in Lesotho Communicare HIV/AIDS Lesotho loveLife outdoor media campaigns awareness visual healthcommunication material |
| title | Comprehension of HIV/AIDS messages in Lesotho |
| title_full | Comprehension of HIV/AIDS messages in Lesotho |
| title_fullStr | Comprehension of HIV/AIDS messages in Lesotho |
| title_full_unstemmed | Comprehension of HIV/AIDS messages in Lesotho |
| title_short | Comprehension of HIV/AIDS messages in Lesotho |
| title_sort | comprehension of hiv aids messages in lesotho |
| topic | HIV/AIDS Lesotho loveLife outdoor media campaigns awareness visual healthcommunication material |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1664 |
| work_keys_str_mv | AT olutunmiseadesolaojo comprehensionofhivaidsmessagesinlesotho AT rudidelange comprehensionofhivaidsmessagesinlesotho |