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Journal of Health Psychology
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Mediating Social Representations Using a Cartoon Narrative in the Context of HIV/AIDS The AmaQhawe Family Project in South Africa

Inge Petersen

University of KwaZulu-Natal, South Africa

Andy Mason

Artworks Communications, South Africa

Arvin Bhana

Human Sciences Research Council, South Africa

Carl C. Bell

University of Illinois, USA

Mary Mckay

Mount Sinai School of Medicine, USA

Using findings from the formative evaluation of the adaptation of the Collaborative HIV/AIDS Adolescent Mental Health Programme (CHAMP) familybased intervention in South Africa, known as the ‘AmaQhawe Family Project’, the potential role of ‘micro-media’ using a cartoon narrative for promoting healthenhancing behaviour change is explored. In particular, the cartoon narrative was found to be a useful medium for informing the development and diffusion of health-enhancing social representations that shape the potential for health-related behaviour change.

Key Words: HIV/AIDS • media • social representations • South Africa

Journal of Health Psychology, Vol. 11, No. 2, 197-208 (2006)
DOI: 10.1177/1359105306061180
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