Using new technologies for stimulating interpersonal communication on HIV and AIDS

Abstract

Part of the current academic discourse on primary HIV and AIDS interventions, is focussed on the importance of interpersonal communication. Interpersonal communication is believed to mediate campaign effects through the creation of social learning environments. Therefore, many HIV and AIDS strategies (e.g. entertainment education programmes) use mass media channels for conveying messages on the one hand and spurring interpersonal communication among target groups on the other hand. However, it seems hard to find solid evidence that mass media campaigns are able to stimulate interpersonal communication. Simultaneously, there is a rising interest in the use of new technologies for HIV and AIDS prevention. As a result of their unique characteristics, such as interactivity and anonymity, they could be more appropriate than traditional channels to stimulate interpersonal communication. To gain insights in the challenges and opportunities of new technologies for primary HIV/AIDS prevention, this article presents the findings of a case study carried out at the University of the Western Cape. This study aimed at developing, implementing and evaluating an anonymous online discussion platform for students to share experiences and discuss sensitive subjects. The discussion forum was used in three ways: compulsory (through curriculum integration), semi-voluntarily and voluntarily. An extensive evaluation provided strong evidence that the online discussion forum was only successful when formally integrated into the curriculum. The most important opportunity of the formally integrated online forum relates to the creation of a social learning environment. The anonymous character of the online platform allayed fear for stigma and discrimination and removed cultural barriers concerning the inappropriateness of discussing HIV/AIDS related issues. As a result, the platform created a space in which students discussed freely, considered old and new ideas, acquired knowledge, and learned to esteem varying views on the subjects of discussion. Although no assertions can be made on the effects of these outcomes on sustainable changes in attitudes or behaviour, these findings indicate that participating in an anonymous online platform can instigate students to reflect on HIV/AIDS in a different way.