The following essay deals with the question how communication strategies contribute to increase the prevention of AIDS in poor rural settings in Sub-Saharan Africa. The author approaches this topic using communication theory. Due to the lack of space, a selection of appropriate theories is made.
The first chapter gives a short introduction to the topic. It explains why the author choses for this topic, how the target group is defined and how it is being approached in the following chapters.
In the second chapter, the author provides a short description of the problem and analyses the role of communication theory and strategies in AIDS prevention.
The third chapter explains the role of communication in this process and why communication strategies are adequate for improving the AIDS prevention in poor rural settings. It is argued that AIDS is one of the few illnesses where a behavioural change in society leads to an improvement of the situation, without the need of mobilizing high amounts of money.
The fourth chapter explains the possibility of developing a communication strategy using the problem-solving model. It provides an analysis of the different phases of the model.
The fifth chapter deals with three different means of communication that fit with the subject, but they use all different approaches. These are paraprofessionals, media and government policies. It explains the differences in their approaches concerning AIDS prevention and points out the difficulties. The argument is underlined with specific examples.
Finally, the sixth chapter provides a conclusion of the essay. In a critical reflection, the author looks at the results that were found and analyses how they contribute to explore the topic further in the future.
This essay aims to answer the question which role communication processes have in the development of new prevention strategies against the transmission of AIDS that are suitable to reach the poor population of rural Sub-Saharan Africa.
This topic is being approached using concepts of communication theory. I chose this topic because of the significance of communication in its approach. Therefore, it connects to the contents of the book and lectures of the course “Inleiding Communicatie en Innovatie”.
I attempted to choose a topic that is up-to-date and deals with poverty and the improvement of living conditions of poor people. Therefore, AIDS is an interesting illness to be covered, because it has a unique characteristic: AIDS is one of the few illnesses that do not require large amounts of money, but where an effective communication already enables remarkable changes through changing the behaviour of people (The Policy Project for Bureau for Africa, 2001, Konkelenberg, 2007). As poor people have less access to information resources than other parts of the society, it is interesting to focus on this group.
The essay restricts itself geographically to Sub-Saharan Africa because it is...