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Title:Problematic recipe: alternatives to public health education to reduce the HIV pandemic
Authors:Godwyll, Francis Ebenezer
Ngumbi, Elizabeth KalukiISNI
Periodical:Nordic Journal of African Studies (ISSN 1459-9465)
Geographic term:Subsaharan Africa
Subjects:health education
External link:http://www.njas.helsinki.fi/pdf-files/vol18num1/godwyll.pdf
Abstract:This paper problematizes the manner in which health education messages, especially HIV/AIDS messages, in sub-Saharan Africa are transmitted to the population. It challenges the top-down method of disseminating health education information and suggests a culturally sensitive and relevant bottom-up approach. Culture consideration in message construction and cultural context decoding is supported by C.O. Airhihenbuwa (1995) and M.J. Dutta-Bergman (2004, 2005). Complicating the situation is the hegemonic masculinity that characterizes most cultures in the subregion. Thus the authors contend that alternatives to health education should bring men on board in partnership with women as agents of change to reduce the spread of HIV/AIDS. The article adopts an approach of a critical literature review augmented by interview data from eight media practitioners - two each from Botswana, Swaziland, Zambia, and Zimbabwe - who work mainly in radio. Some pragmatic solutions are suggested. Bibliogr., sum. [Journal abstract]