Citation

Walker GR. Afr. J. AIDS Res. 2021; 20(1): 79-87.

Copyright

(Copyright © 2021, Informa - Taylor and Francis Group)

DOI

10.2989/16085906.2021.1872666

PMID

unavailable

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.

Language: en

Keywords

celebrity advocacy; gender inequality; HIV/AIDS messaging fatigue; mass media campaigns; popular culture; public health promotion