Author: Eric R. Masese, PhD (Moi University, Kenya)
Abstract: This paper examined how language used in mass media in HIV/AIDS prevention campaigns influenced social action towards ill-health behaviors based on the ethnographic data collected from 100 young people aged 19- 40 years over a period of nine months. The sample was selected using snowball and purposive sampling technique. The sample size was determined through saturation method after taking into account diversities such as gender, marital status and level of formal education. Data was collected using themes guided in-depth conversational interviews. Augmentative data was collected from two purposively selected key informants. Data which was in form of narratives was transcribed ad verbatim and was thematically analyzed using the hermeneutics methodological framework. The study found that the language used by mass media in HIV/AIDS campaigns did not take into account language use contextually as it intersected with gender and gendered sexual practices in relation to HIV/AIDS. This created discrepancy in the interpretation of what was being communicated by mass media texts and expected action. As a result, the language used to sensitize and create awareness about HIV/AIDS risk was found to reinforce existing social practices which HIV/AIDS prevention mass media campaigns aim to change. Therefore, any health communication relying on mass media should take into account gendered use of language and sexual practices in relation to HIV/AIDS contextually for maximum effectiveness.