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Abstract
This article aims to examine the subtle links that exist between cultural practices and beliefs and the high prevalence rate of HIV/AIDS in southern and other parts of Africa. It interrogates aspects of culture and emphasizes that cultural beliefs and practices and the way people perceive masculinity are major obstacles in the fight against the disease. The article also postulates that the lack of centrality of culture in HIV/AIDS intervention is one of the major reasons why very little success has been recorded in the area of behavior change. The analysis draws heavily on Bandura's Social Cognitive Theory, which postulates that learning and behavior change occurs within a social context and that personal factors, environmental factors, and human behavior exert influence upon each other.