Language and communication issues in HIV/AIDS intervention management in the South African construction industry

Abstract

Purpose Effective communication is a key factor in presenting Human Immunodeficiency Virus/Acquired Immune Deficiency Syndrome (HIV/AIDS) awareness and prevention campaigns, and delivering treatment programmes, particularly in South Africa where different ethnic groups and a diversity of languages and educational attainment levels are encountered. Language is an important element of such communication. The purpose of this paper is to examine the communication effectiveness of AIDS-related intervention messages. Design/methodology/approach Case-based semi-structured interviews, with 42 employees from three construction organisations, and with six telephone counsellors from a service provider, were used to explore language in the HIV/AIDS context in the construction industry in the Western Cape region. Findings Workers’ knowledge about HIV (a key element in prevention and willingness to engage in treatment regimes) tended to align with their level of education. African cultures may inhibit the use of plain language about AIDS. Graphic posters with text in different languages were the most preferred communication media, but need periodic refreshment to remain effective. For toolbox talks and other company presentations, a comprehensive approach to language differences is limited, and appropriate confirmatory feedback loops are not used – the message sent is not always the message received. The recruitment and training processes for service provider counsellors ensure a more comprehensive grasp of HIV knowledge and a more consistent approach to communication. Practical implications Construction organisations should be more careful in their HIV/AIDS campaigns and programmes, ensure better targeting of audiences and pay more nuanced and sensitive attention to language needs, gender differences and cultural contexts with respect to communicating with workers in ways that engage them more fully about HIV/AIDS, stigma and disclosure. Originality/value Communication effectiveness is pivotal in the provision of intervention management by construction firms. Ineffective language and communication processes directly and adversely influence HIV/AIDS intervention management success.