Social constructions of “being faithful” among university students and the implications for their reception of partner-fidelity messages

Abstract

This paper examines how the social constructions of the notion of “being faithful” influenceduniversity students’ responses to messages encouraging partner fidelity, and their sexual practicesespecially with regard to concurrent and multiple sexual relationships. The discussions are basedon the results of a PhD study conducted at three universities in KwaZulu-Natal to explore students’responses to communication and media strategies relating to the prevention of infection with HIVthrough abstinence, being faithful to one partner and the correct and consistent use of condoms.Study findings show that a significantly high proportion (39.0%) of the study participants whoindicated having had sex in the previous 12 months had more than one sexual partner in the sameperiod. Close to half (48.5%) of the currently sexually active students had more than one sexualpartner. The study further established that the socially constructed meaning of “being faithful”, asa commitment towards matrimonial relationship, mainly influenced individual’s engagement inmultiple and concurrent sexual relationships. The study points out the need for the developmentof social communication programmes so as to generate spaces within which socially createdmeanings, beliefs and values can be renegotiated.