Communicating for Development in Botswana: A critical discourse analysis of HIV/AIDS-related IEC/BCC materials
Author
Larsen, Julie Mølholt
Term
4. term
Publication year
2014
Submitted on
2014-07-31
Pages
65
Abstract
This thesis examines how HIV/AIDS-related information and behavior change materials communicate in Botswana, responding to the national recognition that many IEC/BCC materials are outdated or inaccurate (National Condom Strategy 2012–2016). Using a qualitative, hermeneutic, multimodal approach that combines critical discourse analysis and visual analysis, the study analyzes two brochures available in Botswana—an IEC brochure on palliative care and a BCC brochure. The aim is to identify discursive and visual features that make the materials appear inapt or dated and thus less effective for HIV/AIDS prevention and education. The analysis finds unfocused, inconsistent, and confusing elements in both brochures that undermine clarity, coherence, and impact. Based on these findings, the thesis recommends prioritizing clearer, more consistent language and design—or considering an alternative communicative approach—so that materials better support health communication goals in the Botswanan context. The work positions itself within the practical field of communication for development and offers concrete directions to improve HIV/AIDS-related messaging.
Denne afhandling undersøger, hvordan HIV/AIDS-relaterede informations- og adfærdsændringsmaterialer i Botswana kommunikerer, med udgangspunkt i den nationale erkendelse af, at en del IEC/BCC-materialer er forældede og til dels forkerte (National Condom Strategy 2012–2016). Gennem en kvalitativ, hermeneutisk, multimodal analyse, der kombinerer kritisk diskursanalyse og visuel analyse, analyseres to brochurer tilgængelige i Botswana—en IEC-brochure om palliativ pleje og en BCC-brochure. Formålet er at identificere diskursive og visuelle elementer, der gør materialerne uegnede eller forældede og dermed mindre virksomme i HIV/AIDS-forebyggelse og -oplysning. Analysen peger på uklare, inkonsekvente og forvirrende træk i begge materialer, som svækker budskabets klarhed, sammenhæng og gennemslagskraft. På den baggrund anbefales det at prioritere større klarhed og konsistens i både sprog og design—eller at overveje en anden kommunikativ tilgang—så materialerne bedre understøtter målene for sundhedskommunikation i en botswansk kontekst. Afhandlingen placerer sig i den praktiske del af feltet kommunikation for udvikling og bidrager med konkrete forbedringsspor for HIV/AIDS-relateret formidling.
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Keywords
Other projects by the authors
Larsen, Julie Mølholt:
- Kony 2012 (2013)