Die rol van oorredingsveranderlikes tydens MIV/Vigs-programme by hoër skole in Potchefstroom

Abstract

The elaboration likelihood model (Petty & Caccioppo, 1996:l-309) in the field of persuasion communication explains the role that variables can play in the measure to which the youth can be influenced and persuaded by messages aimed at changing sexual risk behaviour. In order to offer the North West Province Department of Education's Life Orientation learning area, which is marked by a life skills approach, a better chance of success, it is important to determine which of the intrinsic and/or extrinsic variables-as is hypothesised by the elaboration likelihood model-play a role with grade 9 learners. Thus, the persuasion messages within Life Orientation could be adapted accordingly. The purpose of this study was to determine what role the intrinsic and/or extrinsic persuasion variables have in the presentation of Life Orientation classes to selected grade 9 learners at three Potchefstroom high schools. Relevant literature was analysed in regard to HIV/Aids campaigns and programmes that had been launched in South Africa, especially in instances where the theoretical framework corresponded with this study. The empirical study was done by way of methodological triangulation. An overall picture was formed by way of a quantitative survey questionnaire of the persuasion variables that are found among grade 9 learners in Potchefstroom, Promosa and Ikageng. Qualitative methods (focus groups, personal interviews and non-participatory observation) were employed to investigate the deeper seated aspects of the persuasion variables. The results of the study confirm the premise of the elaboration likelihood model, and proved that intrinsic persuasion variables play an important role with grade 9 learners when HIV/Aids persuasion messages are conveyed to them through Life Orientation classes. Thus, it can be inferred that grade 9 learners of the three selected Potchefstroom schools would process these persuasion messages via the central route, which enhances the chances of long term persuasion. Further, it appears that in this study extrinsic persuasion variables mostly played a strengthening role with regard to persuasion messages. The study deduces, therefore, that Life Orientation, and specifically the content that is focused on HIV/Aids, led to the successful persuasion of grade 9 learners in the selected schools. However, the study also makes important recommendations on how the impact of these persuasion messages can be even more heightened within the context of the elaboration likelihood model.