Content analysis of developmental assets in HIV/AIDS message framing

The purpose of this qualitative study was to explore and describe how the developmental asset framework could be used to conceptualise HIV/AIDS message framing. LoveLife media messages (as gain-framed HIV/AIDS prevention messages) were purposefully sampled. Qualitative content analysis allowed loveLife media messages to be analysed through coding, categorisation and memoing. The analysis process revealed core values and developmental assets portrayed in gain-framed HIV/AIDS prevention messages. Core values identified included, love, respect (portrayed least), dignity (portrayed most) and responsibility. Internal assets identified included, achievement motivation, school engagement, responsibility, integrity, restraint, honesty, planning and decision making, resistant skills, personal power, sense of purpose, self-esteem and positive view of personal future., External assets identified included, family support and positive family communication. Responsibility and personal power, were portrayed most and honesty together with family support, and positive family communication, least. Broadcast messages portrayed the most developmental assets and outdoor messages the least. Correlations were found between core values love, dignity, and responsibility, and the identified developmental assets. Insight was gained into three potential roles developmental assets could play in framing HIV/AIDS prevention messages. Firstly, developmental assets could serve as a source of enablement to make youth aware of strengths they could utilise to foster well-being. Secondly, developmental assets could direct incorporation of positive psychology principles in designing HIV/AIDS prevention messages. Lastly, the study revealed that the developmental asset framework could be used in conjunction with the theory of message framing in designing HIV/AIDS prevention messages.

Grantor dc:publisher

University of Pretoria

Year dc:date.issued

2010

Advisor dc:contributor.advisor

• Ebersohn, L. (Liesel)

• Hiv/aids prevention
• Developmental asset framework
• Positive psychology
• Lovelife media messages
• Gain-framed messages
• Theory of message framing
• Developmental assets
• Core values
• Enablement
• Benefits
• UCTD

Statement dc:rights

• © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

Dc Identifier Other

E11/267/gm

OAI identifier oai:identifier

oai:repository.up.ac.za:2263/25535