The persuasive effect of Tsotsitaal in HIV/AIDS material

ABSTRACT

According to Statistics South Africa (2002) HIV infections were the leading cause of death for females between 15 and 39 years of age for the period 1997 to 2001. The South African Department of Health (2003) estimates that 3.1 million women (15–49 years) in South Africa are HIV-infected. The Human Sciences Research Council (HSRC) (2002) claimed that in the 15- to 24-year age group, 12 per cent of the women and 6.1 per cent of the males are HIV-infected. The high incidence of HIV/AIDS has resulted in a number of campaigns that seek to promote safe sex. According to the results that have been published, young people are seen as a high-risk group. However, of the campaigns that seek to address the issue of HIV/AIDS, the loveLife project is the only campaign aimed exclusively at young people. loveLife makes extensive use of the printed media in their campaigns. They claim to speak in a language with which young people will identify. Very little research into the effectiveness of the language use in these campaigns has been undertaken. Saal (2003) examined the effect of teenager slang as used by loveLife among learners in the Western Cape. This research is an extension of the research conducted by Saal (2003), looking in particular at the effect of Tsotsitaal among learners in the Eersterust area. Tsotsitaal is widely used in Eersterust, Gauteng Province, and its persuasive effect in HIV/AIDS material will be examined. Two brochures (written in Standard Afrikaans and Tsotsitaal) were tested in terms of their effect on source–receiver–similarity, source attraction and credibility (source expertise and trustworthiness) as well as persuasiveness. The findings of the study suggested, somewhat surprisingly, that speakers of Standard Afrikaans are rated more favourably than Tsotsitaal speakers in terms of source–receiver–similarity and credibility. The participants also viewed the brochure in Standard Afrikaans as significantly more persuasive than the Tsotsitaal brochure.