Abstract:
This chapter examines university students’ interpretations of the notions of ‘absti-
nence’ and ‘be faithful’, based on a reception study conducted to explore students’
responses to ABC and VCT campaigns at three universities in KwaZulu-Natal
province, South Africa. Using Reception Theories and Hermeneutics, the study
examined the structures and processes through which university students make
sense of the ABC and VCT campaign messages and the impact of these campaigns
on students’ sexual practices. Empirical evidence from the study suggests that the
nature of cognitive influence and social action that behaviour change communica-
tion messages generate amongst the audience-publics, ultimately depends on how
the meanings interpreted from the messages articulate with the situated discourses
that led to the formation of those meanings.
