An analysis of womxn's understanding of South African public health awareness campaigns' messages on HIV/AIDS using cognitive interviewing

Abstract

Besides having the most extensive antiretroviral therapy (ART) treatment programme, South Africa faces the highest epidemic rate, with womxn and children most affected. Several prevention strategies have been implemented to curb the spread of HIV/AIDS in South Africa, including free access to print form awareness campaigns that come through pamphlets, posters and billboards. However, most public health sector awareness and educational programmes carry uniform messages that are then carried out in heterogeneous contexts leading to the miscomprehension of the intended messages. This study aimed to explore womxn's understanding of public health awareness content on the prevention of HIV/AIDS. The focus was on examining their interpretation of universal HIV/AIDS awareness messages in their heterogeneous contexts, which might provide obstacles to womxn's reproductive health and well-being using a reproductive justice framework. This study employed a cognitive interviewing methodology to collect data from the participants to obtain information about how participants understand and perceive knowledge and how they arrive at specific answers or judgements. Twenty-eight (28) womxn aged between 18 and 30 years were purposively sampled for this study from four (4) local healthcare facilities in Makhanda: the Grahamstown Municipality (Anglo-African) Clinic, the Joza Clinic, the Settlers Day Hospital and the Raglan Road Clinic. Thematic network analysis (Attride-Stirling, 2001) was used to analyse the data collected from the study. One global theme emerged from the dataset: Barriers to HIV prevention, care and treatment. The barriers were identified mainly due to social constructions of hegemonic masculinity, individual versus cultural expectations, and outdated awareness content. The findings from the study suggest that almost all the challenges that womxn faced in terms of understanding and interpreting the awareness materials stemmed from structural factors in the South African context. The findings also suggest that cognitive interviewing methodology can be reconceptualised as an endeavour that cuts across a wide range of fields.