Abstract
Background: Although traditional medicine (TM) has historically been marginalised within
the allopathic medicine (AM) systems and policy frameworks, it remains a core component
of healthcare-seeking behaviour among South Africans. However, communication regarding
TM use between patients and physicians is often inhibited by cultural stigma, trust deficits
and isolated systems.
Aim: This study explored physicians’ perceptions of communication dynamics influencing
TM disclosure, guided by communication privacy management (CPM) theory.
Setting: The study setting was four district hospitals with outpatient departments in
Gauteng province.
Methods: This qualitative descriptive study collected data from 14 physicians through
semi-structured interviews. The findings were inductively analysed using open and axial
coding, with CPM theory serving as a sensitising framework.
Results: Four interrelated themes aligned with CPM theory’s core concepts: (1) disclosure
practices, (2) facilitation of collaboration, (3) managing disclosed information and (4) challenges
in non-disclosure. Physicians reported that patients regulate TM disclosure according to trust,
perceived judgement and cultural norms. Respectful, non-judgemental communication
fostered openness, whereas dismissive attitudes reinforced secrecy.
Conclusion: Communication privacy management theory provided a valuable lens for
understanding physicians’ perceptions of privacy management within South Africa’s dual
healthcare context. Disclosure of TM is a relational and culturally mediated process shaped by
social trust and institutional dynamics.
Contribution: The study contributes theoretically by extending CPM theory to a multicultural
and interprofessional setting; methodologically by illustrating its use as a sensitising
framework for analysing healthcare communication; and practically by identifying strategies
such as cultural humility training, structured disclosure frameworks and collaboration
between TM and AM practitioners that can strengthen transparency and patient-centred care.