"Out there it's YOLO": Youth perspectives on a mass media HIV- and gender-based violence campaign in South Africa. Issue 1 (2nd January 2021)

• Record Type: Journal Article
• Authors: Walker, Gavin Robert
• Is Part Of: African journal of AIDS research. Volume 20:Issue 1(2021)
• Page Start: 79
• Page End: 87
• Publication Date: 2021-01-02
• Subjects: celebrity advocacy -- gender inequality -- HIV/AIDS messaging fatigue -- mass media campaigns -- popular culture -- public health promotion; AIDS (Disease) -- Africa -- Periodicals; Acquired Immunodeficiency Syndrome -- Africa -- Periodicals; 362.19697920096
• DOI: 10.2989/16085906.2021.1872666
• Languages: English
• ISSNs: 1608-5906

Abstract

Abstract : Gender-based violence continues to be a leading determinant of South Africa's HIV/AIDS epidemic. As such, gender socialisation and de-normalisation of gender inequality and violence remain principal objectives for public health organisations. This article discusses youth reception of a mass media HIV/AIDS prevention campaign targeting gender inequality. Applying social cognitive theory to the analysis of focus group data highlights three interrelated challenges to encouraging positive self-efficacy in gender-based violence and HIV prevention: (1) HIV/ AIDS-related media saturation; (2) AIDS messaging fatigue; and (3) challenges reconciling popular youth culture with gender equity messaging. The article recommends public health and social justice organisations consider a flexible approach to the ideological or behavioural congruence of potential celebrity ambassadors and/or media to maximise youth appeal and reduce messaging fatigue.