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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:It begins with you? An ubuntu-centred critique of a social marketing campaign on HIV and AIDS
Authors:Chasi, Colin
Omarjee, Nadira
Year:2014
Periodical:Critical Arts: A Journal of Media Studies (ISSN 1992-6049)
Volume:28
Issue:2
Pages:229-246
Language:English
Geographic term:Africa
Subjects:communication
health education
AIDS
Link:https://www.tandfonline.com/doi/pdf/10.1080/02560046.2014.906342
Abstract:Communication on HIV and AIDS says a great deal about how people are humanised or dehumanised; about how they should live and die. With this in mind, from a critical ubuntu-centric philosophical perspective, this article breaks new ground by researching aspects of the You Campaign, the most widely accessed HIV and AIDS social marketing campaign on the African continent. Questions arise as to how Africans are represented and gendered in selected advertisements of this campaign. The findings suggest that it is important to acknowledge and reflect that Africans are not homogenous but diverse, and should be targeted more appropriately. In one instance, poorly formulated attempts to advance women's health issues may inadvertently have perpetuated gender-based oppressive practices. There is, furthermore, a need for research into the influences Western sponsors have on African health communication, particularly where recipients do not necessarily trust the source of such information. Broad concerns are raised about the need to ensure that communication on HIV and AIDS does not assume the appearance of propaganda. Overall, the article constitutes a humanist call for a recognition of the existential experiences of Africans affected by HIV and AIDS, and an enquiry into whether this approach in communication grants people recognition and dignity, as ubuntu demands. Bibliogr., notes, sum. [Journal abstract]
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