Die rol van oorredingsveranderlikes in bewuswordingsprogramme oor MIV/VIGS by hoërskole in Potchefstroom
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Date
2006
Authors
Bester, C. M.
Naude, A. M. E.
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
Abstract
The Elaboration Likelihood Model (ELM) (Petty & Cacioppo 1996) in the field of
persuasive communication can explain the relevant variables when the youth is
influenced and persuaded by messages aimed at changing sexual risk behaviour. In
order to increase the impact of the Department of Education's Life Orientation learning
area in the North West Province, a study was undertaken to determine which of the
intrinsic and/or extrinsic variables - as hypothesised by the ELM - play a role in
persuading grade 9 learners to use certain life skills in protecting them from
contracting HIV/Aids. The purpose of the study was to determine the role of intrinsic
and/or extrinsic persuasive variables in the presentation of Life Orientation classes to
selected grade 9 learners at three Potchefstroom high schools. Relevant literature was
analysed regarding HIV/Aids campaigns and programmes that had been launched in
South Africa, especially in instances where the ELM was applied as theoretical
framework. The empirical study was done by means of a quantative survey as well as
qualitative methods (focus groups, personal interviews and non-part icipatory
observation) to obtain an in-depth understanding of the variables influencing the
persuasion of grade 9 learners. The results of the study confirm the premises of the
ELM and proved that intrinsic persuasive variables play an important role when
HIV/Aids persuasive messages are conveyed to grade 9 learners through Life
Orientation classes. It can therefore be concluded that grade 9 learners from the three
selected Potchefstroom schools would process these messages via the central
information processing route, which enhances the chances of long term persuasion.
Furthermore, it appears that in this study extrinsic persuasive variables mostly
strengthened the persuasive messages to grade 9 learners. It can therefore be
concluded that Life Orientation, and specifically the content focused on HIV/Aids, led
to the successful persuasion of grade 9 learners in the selected schools.
Description
Keywords
Elaboration Likelihood Model (ELM), HIV/AIDS persuasive messages, Life orientation, Persuasive communication
Citation
Bester, C. M., & Naudé, A. M. E. (2006). Die rol van oorredingsveranderlikes in bewuswordingsprogramme oor MIV/VIGS by hoërskole in Potchefstroom. Communitas, 11, 85-105.