The question of what constitutes effective health communication has been
addressed mainly by scholars working in American and European cultural
contexts. Many people who could benefit most from effective health
communication, however, come from different cultures. A prime example is
the threat posed by HIV/AIDS to the people of South Africa. Although it is
generally acknowledged that health communication needs to be tailored to
the target audience's characteristics with cultural background being one of
the most salient ones, little research has been done on how to achieve
this. In this book, we bring together leading scholars in the field of
health communication as well as communication scholars from South Africa.
As such, it can serve as an example of the promises and the limitations of
general health communication theories to local praxis as well as provide
guidelines for the development of better health communication in South Africa.