A critical perspective on the reception on three LoveLife billboards in rural Transkei
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Date
2006
Authors
Jordaan, Danie
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
Abstract
One of South Africa's biggest NGOs, LoveLife, has attracted its share of controversy
since its inception in 1999. Recently, the Global Fund to Fight Aids, Tuberculosis and
Malaria which contributed 30% of LoveLife's annual budget, announced that it was
withdrawing its funding of the NGO. Although the Global Fund did not provide
reasons for the withdrawal of its funding, some local studies have questioned the
efficacy of, in particular, the LoveLife media campaigns. This article provides an
analysis of the reception of the three 2004 LoveLife billboards in rural Transkei. This
is done in order to test the hypothesis that the 2004 LoveLife billboard campaign aimed
at establishing a contemporary, trendy lifestyle characterised by an open, free and
gender-equal sexuality, is bound to be ineffective amongst some social / ethnic
groupings, because it does not:
• Engage with perceptions regarding sexual intercourse and condom use at
localised, culture-specific levels;
• Provide accurate and accessible knowledge in a culture-sensitive format; and
• Acknowledge culture-specific barriers to communication.
Description
Keywords
LoveLife billboards, LoveLife media campaigns, Sexuality education, Poster campaign
Citation
Jordaan, D. (2006). A critical perspective on the reception on three LoveLife billboards in rural Transkei. Communitas, 11, 107-124.