Balancing fear with Efficacy: The case of Intersexions

Balancing fear w
ith Efficacy: The case of Intersexions
Background •  The development of Intersexions was informed by: –  High HIV prevalence rates in the country-­‐ 16.9% among 15-­‐49 year olds in 2008 (HSRC survey) –  HIV infecQon in the country is predominantly heterosexually driven. One of the key drivers of the epidemic is mulQple sexual partnerships (MSP). –  The Findings of the NaQonal HIV CommunicaQon Survey and other formaQve research Based on Kim WiYe’s Extended Parallel Process Model –  Balancing fear with efficacy was used as a moQvator for people to take acQon against a threat as reflected within the messages communicated –  The drama was careful to not overshoot and create paralysis in the response, i.e. message rejecQon and acceptability of “inevitability of HIV infecQon” Network of the sexual relations among the characters
in the television drama, Intersexions
Note: Lines indicate sexual relationship; women are shown as triangles, men
as squares; red signifies known HIV positive status; size is proportionate to
centrality (degree) in each separate network (South Africa 2011)
Supported by other pla`orms •  Radio Talk shows –Weekly briefing notes provided by JHHESA featuring experts. •  Social Networking – –  Facebook page – currently has over 100 000 moderated by JHHESA with Sexologist providing expert input. –  Twi7er account with 2300 followers •  Web blog – featuring regular updates on the show. Post-­‐broadcast evaluaQon: Audience experiences •  HIV Tes<ng –  Yoh, ‘cause a,er watching it you wanna go test…. I wanted to go and test…it takes you back memory lane you know? Although I have changed I always use a condom but there was a guy we did it without a condom… and for you to break those ‘what if’s’ you need to go and test…. I did go. Seriously I did [go for an HIV test] (Female, 30+ years, peri-­‐urban, Free State). •  Condom use –  I’ve got personal experience. It was actually during the Intersexions period. I dated someone who I knew from my childhood, and who I knew whose girlfriend died of HIV and AIDS. I have always insisted in using a condom with this guy, because I just cannot take that risk. I always insisted that he takes an HIV test and he just never does. So, during Intersexions I dumped the guy.... I said, “you need to get an HIV test”, he didn't, and I said “I’m dumping you”. (Female, 25-­‐29 years, urban, Gauteng). Balancing Fear with Efficacy •  Fear and efficacy It was an eye opener especially when it came to the last episode; I even put a status on MXit and on Facebook and it read “if you didn’t learn any lesson from this, then you will never learn” the final episode was scary, I won’t lie it scared me (Female, 25-­‐29 years, urban and peri-­‐
urban KwaZulu-­‐Natal) No, it wasn’t far-­‐fetched, it was just too much. It was in my face, [laughs] if I can put it that way. What did I think about it? Well, I mean I just think it was good to remind people where this thing started, but it was not that easy to forget. You know, you could remember easily where everything started, if you had watched. Also, if you didn't watch it, it was not useful for you to watch the last episode (Female, 25-­‐29 years, urban, Gauteng) Percent favorable agtude toward condom use by level of exposure to Intersexions on TV 80 Percent 60 48 48 50 52 53 54 40 20 0 None 1-­‐6 7-­‐12 13-­‐18 19-­‐25 All 26 Number of Intersexions Episodes Watched * N=6,062 sexually acQve; p<0.001 Finally……. •  Intersexions was not a normal drama it comprised of 26 episodes with a new cast and connectors between each episode allowing the sexual network to be explored. •  The nature of the series enabled various locaQons, languages, reflected different drivers of the epidemic thereby enhancing idenQficaQon between the series and the characters. •  It incorporated other theories such as semioQcs to give meaning to an abstract concept – e.g. the virus. •  The incorporaQon of social media allowed not only for direct input into the series but also audience input into the plot and in series II parQcipaQon in the cast. •  The series sparked dialogue and conversaQon from households to workplaces to taxi rides.