Abstract
Most existent research on the effects of interpersonal discussions about health campaign messages is based on surveys. In this study, we analysed actual conversations about an HIV/AIDS poster to find out possible effects. Young South African women in 59 dyads (n = 118) participated in conversations about a deliberately puzzling HIV and AIDS poster that cautioned the target group to be faithful to one sexual partner. We measured their comprehension of the poster and beliefs about the message, before and after the conversations. Overall, actual comprehension (AC) was low, and we observed a large discrepancy between actual and perceived comprehension. In general, conversations did not improve AC. It proved to be even more probable that a correct interpretation before a conversation turned into an incorrect interpretation than the other way around. However, having a well-informed conversation partner increased the chance of acquiring adequate subsequent comprehension. We found, in general, that conversations did not decrease undesirable beliefs. One important undesirable belief even became reinforced after the conversations. Conversations among peers might be valuable in health campaigns, but our study shows that intended positive effects do not automatically follow.
Highlights
Researchers, through empirical studies, have established that the efficacy of mass media health communication campaigns can be greatly enhanced by conversations about the core messages of these campaigns
In order to determine their level of actual comprehension (AC) and perceived comprehension (PC), as well as their beliefs regarding the theme on the poster, we asked them to fill in a questionnaire
This study is the first to explore in detail the content of conversations about a mass media health message, in this case a message that was not easy to understand for many receivers in the target group
Summary
Researchers, through empirical studies, have established that the efficacy of mass media health communication campaigns can be greatly enhanced by conversations about the core messages of these campaigns. These opinion leaders interpret the content, and pass it on to secondary, less frequent media users, who might in turn be influenced by the message. This theory predicts the effects of media messages, the influence of interpersonal relationships on decision making among individuals. The Diffusion of Innovations Theory by Rogers (1995) asserts that interpersonal networks are crucial to the rapid diffusion of new ideas. These networks create awareness about new ideas and their source, and result in persuasion through peer – peer or near – peer interaction
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