The question of what constitutes effective health communication has been addressed mainly by scholars working in American and European cultural contexts. Many people who could benefit most from effective health communication, however, come from different cultures. A prime example is the threat posed by HIV/AIDS to the people of South Africa. Although it is generally acknowledged that health communication needs to be tailored to the target audience's characteristics with cultural background being one of the most salient ones, little research has been done on how to achieve this. In this book, we bring together leading scholars in the field of health communication as well as communication scholars from South Africa. As such, it can serve as an example of the promises and the limitations of general health communication theories to local praxis as well as provide guidelines for the development of better health communication in South Africa.
1. 1. Optimizing health communication in South Africa: An introduction (by Hoeken, Hans); 2. 2. Planned development of culturally sensitive health promotion programs: An Intervention Mapping approach (by Bertens, Madelief G.B.C.); 3. 3. Creating a climate of safer sex: Making efficacious action plausible (by Pettey, Gary R.); 4. 4. The integrative model of behavioral prediction and message-based HIV-prevention (by Yzer, Marco); 5. 5. Health education in action in Southern Africa: Soul City (by Goldstein, Sue); 6. 6. Promoting VCT among South African students: Are we missing the message? (by Swanepoel, Piet); 7. 7. Cultural differences in the perceptions of fear and efficacy in South Africa (by Jansen, Carel); 8. 8. The effect of language style in message-based HIV preventions (by Saal, Elvis); 9. 9. Visual health communication: Why and how do literate and low literate South Africans differ in their understanding of visual health messages? (by Maes, Fons); 10. About the authors; 11. Index