Women of the Epidemic: Gender Ideology in HIV/AIDS Messages in Kenya
HIV/AIDS continues to be a monumental challenge to development in Africa. Although health communication has been pursued vigorously in response to HIV/AIDS, research has focused on mainstream approaches such as entertainment-education; limited research exists on the effectiveness of traditional forms of communication such as posters. This study adopts a twofold approach to theory bringing together Althusser’s notion of interpellation with Gramsci’s hegemony thesis to explore gender ideologies present in HIV/AIDS messages in Kenya through the methodology of ideological critique. The findings of the study support the premise that the argument surrounding the intended message is a critical component of a meaningful narrative for the audience. Ideologies within the message have an impact on individual and collective efficacy to HIV/AIDS. Health communication practitioners may increase the effectiveness of intervention campaigns by examining the range of ideas that a community has been exposed to in HIV/AIDS communication.
School Location:USA - Ohio
Source Type:Master's Thesis
Keywords:communication hiv aids gender kenya posters
Date of Publication:01/01/2007