A discourse analysis of high school learners' interpretation of HIV/AIDS messages

Abstract

Combating Human Immunodeficiency Virus/Acquired Immunodeficiency Syndrome (HIV/AIDS) among young people has been one of the most difficult challenges in the small communities of rural Mafarana in South Africa, which is only one area surrounded by many other similar areas beset by similar problems. One of the major obstacles that hinder television (TV) health messages from reaching the targeted market is the communication barrier, little or no information, misinformation or misunderstanding are amid many other reasons. The objective of this study was to research the discourse analysis of high school learners’ interpretation of HIV/AIDS TV health messages. The study examined three objectives, aimed at providing a clear indication whether advertisers consider the need for using direct and clearly understood language to meet the required level of education of the targeted audience. Meeting these criteria would result in HIV/AIDS education having an impact on rural people’s knowledge and behaviour.