Die rol van oorredingsveranderlikes in bewuswordingsprogramme oor MIV/VIGS by hoërskole in Potchefstroom

Abstract

The Elaboration Likelihood Model (ELM) (Petty & Cacioppo 1996) in the field of persuasive communication can explain the relevant variables when the youth is influenced and persuaded by messages aimed at changing sexual risk behaviour. In order to increase the impact of the Department of Education's Life Orientation learning area in the North West Province, a study was undertaken to determine which of the intrinsic and/or extrinsic variables - as hypothesised by the ELM - play a role in persuading grade 9 learners to use certain life skills in protecting them from contracting HIV/Aids. The purpose of the study was to determine the role of intrinsic and/or extrinsic persuasive variables in the presentation of Life Orientation classes to selected grade 9 learners at three Potchefstroom high schools. Relevant literature was analysed regarding HIV/Aids campaigns and programmes that had been launched in South Africa, especially in instances where the ELM was applied as theoretical framework. The empirical study was done by means of a quantative survey as well as qualitative methods (focus groups,  personal interviews and non-participatory observation) to obtain an in-depth understanding of the variables influencing the persuasion of grade 9 learners. The results of the study confirm the premises of the ELM and proved that intrinsic persuasive variables play an important role when HIV/Aids persuasive messages are conveyed to grade 9 learners through Life Orientation classes. It can therefore be concluded that grade 9 learners from the three selected Potchefstroom schools would process these messages via the central information processing route, which enhances the chances of long term persuasion. Furthermore, it appears that in this study extrinsic persuasive variables mostly strengthened the persuasive messages to grade 9 learners. It can therefore be concluded that Life Orientation, and specifically the content focused on HIV/Aids, led to the successful persuasion of grade 9 learners in the selected schools.