Abstract
South Africa has made strides in its fight against HIV and AIDS but research shows that the country still carries the heaviest burden of disease within Sub-Saharan Africa and the entire world (UNAIDS 2006). While the epidemic in South Africa has impacted across all age groups, youth, especially young women are the most impacted by new HIV infections. The Human Sciences Research Council (2014) reports that amongst young women (15-24 years), new HIV infections are reported to be 2.54% while for young men within the same age range new HIV infections are approximately 0.55% (HSRC, 2014:58). Even though it has been well established that social and behavioural factors are the major driving force behind the proliferation of HIV amongst young women, the role played by popular culture in either inhibiting or disinhibiting new HIV infections has not received sufficient attention. This study aimed at exploring and describing the impact of popular culture in HIV prevention amongst youth in Kagiso, West Rand. Drawing on literature around popular culture as well as HIV amongst youth, the study provides a contextual background within which the study is located. Many researchers including Selikow, Lerclec-Madlala and Dickinson have argued that while HIV prevention knowledge forms the basis for an HIV prevention competent community, it is also important to note that HIV prevention knowledge alone is not sufficient to change sexual behaviour. Indigenous knowledge and interpretation of disease plays a critical role in determining whether knowledge will be successfully translated into sexual behaviour change. The study employed the use of a qualitative research methodology, hence semi-structured interviews were conducted as part of the data collection process. The findings of this study show that the role played by mass media through television, internet and music in influencing the decision making process of young people with regards to their sexual behaviour should be a key component in our attempt to understand young people and the design of appropriate HIV prevention programmes. This research argues that popular culture has a huge impact on the lives of young people. The internet and related social media platforms have revolutionised the way sex and sexuality are viewed by young people. Moreover, the role played by celebrity figures on television and through music has had an impact in casualising sex amongst young people. By drawing on the findings, the study recommends that young people need to be involved in the design and implementation of prevention programmes. Furthermore, innovative approaches such as the use of modern communication methods including Apps and interactive games need to be considered for the purpose of reaching young people.
M.A. (Social Impact Assessment)