| Автор | Beck, Rose Marie |
| Дата выпуска | 2006 |
| dc.description | This paper draws attention to some assumptions implicit in HIV/AIDS communication or prevention campaigns which use popular culture media, in this instance comics. Theoretically the analysis is placed in a framework of popular culture as the arena of negotiations about claims over hegemonic discourses. Methodologically the internal logics of a local Swahili comic from the magazine Kingo and of a comic from the Sara Initiative in Swahili (UNICEF-ESARO) are explored through a comparative textual analysis, focusing on differences and convergences in the use of dramaturgy and characterisation of the protagonists. The transformations of locally known comic characters and the differences in dramaturgical strategies are made visible in the comparison, exposing the communicative, historical and social underpinnings of both comics. It is argued that as long as these preconditions of the international campaigns, as well as of local popular culture production are not thoroughly explored, hegemonic Western claims of knowledge of HIV/AIDS will be rejected by African people (and why not?). The paper recommends that prevention design allow for ‘moments of freedom’ understood ‘as the potential to transform oneʼs thoughts, emotions and experience into creations that can be communicated and shared’ (Fabian 1998). |
| Издатель | Cambridge University Press |
| Название | Popular media for HIV/AIDS prevention? Comparing two comics: Kingo and the Sara Communication InitiativeA first version of this paper was presented at the 18th Swahili Colloquium, Bayreuth, 6–8 May 2005. I am most grateful to Klaus Hornetz, Bernadette Böcker and two anonymous reviewers of JMAS, who were generous with material, valuable information and useful comments. Uta Reuster-Jahn provided me with a copy of Sara. This paper was developed in the context of the research project ‘Language, Gender, Sustainability’, sponsored by the Volkswagen Foundation (Germany). |
| DOI | 10.1017/S0022278X06002072 |
| Electronic ISSN | 1469-7777 |
| Print ISSN | 0022-278X |
| Журнал | The Journal of Modern African Studies |
| Том | 44 |
| Первая страница | 513 |
| Последняя страница | 541 |
| Аффилиация | Beck Rose Marie; Universität Frankfurt |
| Выпуск | 4 |
