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‘No ‘til we know.’ Fela ba a tseba naa? Using African languages to communicate about HIV and AIDS to young South Africans

Abstract An experiment was conducted in order to determine the extent to which the presentation of HIV and AIDS messages in different languages would affect the appreciation and comprehension of these messages among young South Africans. Interviews were carried out with 60 learners in rural and peri-rural schools in Limpopo Province. Four messages (on posters or in radio advertisements), were presented in three languages. The interviews focused on appreciation (to what extent do the participants like the messages?), perceived comprehension (to what extent do the participants think that they understand the message?), and actual comprehension (to what extent do the participants really understand the message?). The language of presentation did not prove to have any influence on appreciation, perceived comprehension or actual comprehension. A considerable gap was found between perceived comprehension and actual comprehension; participants overestimated their level of understanding. Significant correlations were found between perceived comprehension and appreciation, indicating that the better members of this target group think they understand HIV and AIDS messages, the more they like them.