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Women of the Epidemic: Gender Ideology in Hiv/Aids Messages In WOMEN OF THE EPIDEMIC: GENDER IDEOLOGY IN HIV/AIDS MESSAGES IN KENYA A thesis presented to the faculty of the Center for International Studies of Ohio University In partial fulfillment of the requirements for the degree Master of Arts Wanjiru G. Mbure June 2007 This thesis titled WOMEN OF THE EPIDEMIC: GENDER IDEOLOGY IN HIV/AIDS MESSAGES IN KENYA by WANJIRU G. MBURE has been approved for the Center for International Studies by Benjamin R Bates Assistant Professor of Communication Studies Drew McDaniel Interim Director, Center for International Studies Abstract MBURE, WANJIRU G., M.A., June 2007, Communication and Development Studies WOMEN OF THE EPIDEMIC: GENDER IDEOLOGY IN HIV/AIDS MESSAGES IN KENYA (123 pp.) Director ofThesis: Benjamin R. Bates HIV/AIDS continues to be a monumental challenge to development in Africa. Although health communication has been pursued vigorously in response to HIV/AIDS, research has focused on mainstream approaches such as entertainment- education; limited research exists on the effectiveness of traditional forms of communication such as posters. This study adopts a twofold approach to theory bringing together Althusser’s notion of interpellation with Gramsci’s hegemony thesis to explore gender ideologies present in HIV/AIDS messages in Kenya through the methodology of ideological critique. The findings of the study support the premise that the that the argument surrounding the intended message is a critical component of a meaningful narrative for the audience. Ideologies within the message have an impact on individual and collective efficacy to HIV/AIDS. Health communication practitioners may increase the effectiveness of intervention campaigns by examining the range of ideas that a community has been exposed to in HIV/AIDS communication. Approved: _____________________________________________________________ Benjamin R. Bates Assistant Professor of Communication Studies Dedication In loving memory of my father, Jeff Mbure. Acknowledgments I would not be where I am today without the tremendous support of the people who have cheered me on and offered invaluable guidance in my academic journey. I take this opportunity to thank those people for their thoughts and prayers, advice and time to ensure my success in life and on this project. First, thank you to Dr. Benjamin Bates, my thesis adviser. Your guidance and support through the numerous readings and revisions was amazing and I always left your office feeling confident to tackle the work ahead. Second, thank you my thesis committee members: Dr. Mandi Chikombero and Dr. Risa Whitson. Mandi, you have been a mentor even prior to my coming to Ohio University and I thank you for your insight and support. Risa, you have influenced me beyond my thesis and your teachings on gender and development have greatly influenced me. Thank you to my colleagues and friends at Ohio University. Specifically, I thank Dr. Rafael Obregon, director of Communication and Development Studies and the CommDev class of 2007. To the “Kenyan Community at OU” for life-long friendships, courage and a home away from home. Reuben, you are my best friend and my voice of reason. Thank you for the eternally inspiring “you are almost there.” Each day, I thank God for your friendship. Thank you to my parents, Jeff & Rosabell Mbure, you have been the wind beneath my wings and everyday you lift me higher. To my siblings, my brother Gitau and sisters Nyamurwa and Njeri, for your thoughts, prayers and numerous matatu rides as you hunted for the posters. To my nephew Jemeel, for the best laughs and my sister-in-law, Becki for your support. You have all encouraged me to pursue my dreams. Thank you to the wonderful staff at the Johns Hopkins University - Center for Communications Programs. Specifically, Anwar and Hugh, for your mentorship and for your flexibility and zeal as you worked to make sure I had all the materials I needed to conduct my research. 7 Table of Contents Page ABSTRACT...................................................................................................................................................3 DEDICATION...............................................................................................................................................4 ACKNOWLEDGMENTS.............................................................................................................................5 LIST OF FIGURES ......................................................................................................................................8 CHAPTER ONE............................................................................................................................................9 INTRODUCTION......................................................................................................................................9 PROBLEM OF HIV/AIDS .......................................................................................................................12 COMMUNICATION AND HIV/AIDS....................................................................................................21 GENDER & HIV/AIDS COMMUNICATION ........................................................................................23 GENDER IDEOLOGY AND HIV/AIDS MESSAGES ...........................................................................29 HEGEMONY AND IDEOLOGY OF SYMBOLS ...................................................................................32 HEGEMONIC MEDIA MESSAGES.......................................................................................................37 RESEARCH QUESTIONS ......................................................................................................................40 SIGNIFICANCE OF THE STUDY..........................................................................................................42 CHAPTER TWO.........................................................................................................................................43 THE METHODOLOGICAL APPROACH: TEXTUAL ANALYSIS AND IDEOLOGICAL CRITIQUE IN RHETORICAL CRITICISM...............................................................................................................43 Close Textual Analysis.........................................................................................................................44 Ideological Criticism and the Hegemonic Stance................................................................................47 PROCEDURE TO ANALYSIS OF POSTERS ........................................................................................49 CHAPTER THREE ....................................................................................................................................52 A CLOSE TEXTUAL READING OF HIV/AIDS MESSAGES ..............................................................52 SUMMARY OF FINDINGS ....................................................................................................................85 CHAPTER FOUR.......................................................................................................................................88 IMPLICATIONS AND CONCLUSION ..................................................................................................88 REFERENCES............................................................................................................................................96 APPENDIX ................................................................................................................................................105 8 List of Figures Page FIGURE 1. ESTIMATED NUMBER OF ADULT (15-49) LIVING WITH HIV/AIDS. ..............................................106 FIGURE 2. GEOGRAPHICAL MAP OF KENYA SOURCE: CENTRAL INTELLIGENCE AGENCY (2007). ................106 FIGURE 3. HIV PREVALENCE BY AGE GROUP AND SEX, 2003 .......................................................................107 FIGURE 4. % LITERACY BY REGION AND GENDER.........................................................................................107 FIGURE 5. SEXUAL BEHAVIOR AMONG WOMEN AND MEN AGED 12-24 IN ZAMBIA. ......................................108 FIGURE 6. YOUNG WOMEN (AGED 15-24) WHO KNOW WHERE TO BE TESTED FOR HIV................................108 FIGURE 7. NUMBER OF UNEMPLOYED BY GENDER AGE GROUPS, 1999. ........................................................109 FIGURE 8. PERCENT EMPLOYMENT IN SELECT INDUSTRIES BY GENDER (15-64). ..........................................109 FIGURE 9. THE MUMMY RETURNS. SOURCE: MUSILA 2005.........................................................................110 FIGURE 10....................................................................................................................................................111 FIGURE 11....................................................................................................................................................111 FIGURE 12....................................................................................................................................................112 FIGURE 13....................................................................................................................................................112 FIGURE 14....................................................................................................................................................113 FIGURE 15....................................................................................................................................................113
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