| Localizing HIV/AIDS discourse in a rural Kenyan community. | |
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MedLine Citation:
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PMID: 21574281 Owner: HMD Status: In-Process |
Abstract/OtherAbstract:
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This paper examines the effectiveness of multimodal texts used in HIV/AIDS campaigns in rural western Kenya using multimodal discourse analysis (Kress and Van Leeuwen, 2006; Martin and Rose, 2004). Twenty HIV/AIDS documents (posters, billboards and brochures) are analysed together with interview data (20 unstructured one-on-one interviews and six focus groups) from the target group to explore the effectiveness of the multimodal texts in engaging the target rural audience in meaningful interaction towards behavioural change. It is concluded that in some cases the HIV/AIDS messages are misinterpreted or lost as the multimodal texts used are unfamiliar and contradictory to the everyday life experiences of the rural folk. The paper suggests localization of HIV/AIDS discourse through use of local modes of communication and resources. |
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Authors:
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Felix Banda; Omondi Oketch |
Publication Detail:
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Type: Journal Article |
Journal Detail:
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Title: Journal of Asian and African studies Volume: 46 ISSN: 0021-9096 ISO Abbreviation: J Asian Afr Stud Publication Date: 2011 |
Date Detail:
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Created Date: 2011-02-22 Completed Date: - Revised Date: - |
Medline Journal Info:
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Nlm Unique ID: 100968593 Medline TA: J Asian Afr Stud Country: Netherlands |
Other Details:
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Languages: eng Pagination: 19-37 Citation Subset: Q |
Affiliation:
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University of the Western Cape, South Africa. |
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Descriptor/Qualifier:
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From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine
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