The Glocalization of HIV/AIDS

This study examined the role of communication in the glocalization and diffusion of innovations regarding the anti-HIV/AIDS struggle as perceived by a section of sexually active Ugandans then living in Rakai and Kampala districts during the advent of the HIV/AIDS epidemic in 1982. Through entertainment, serious messages were simplified and disseminated in interesting ways to grab the attention of targeted groups by leveraging local heroes or characters they identify with in drama shows in the media, including radio, television, and newspapers. Sixty-four women and men participated in ten focus group discussions in Rakai and Kampala districts. Four themes emerged from the data and reflect an early and rapid indigenous public communication campaign against HIV/AIDS and highlighted how individuals and communities localized the global epidemic and made sense of the HIV/AIDS epidemic. The research highlights how the intersection between the process of glocalization and the diffusion of innovation constructs is helpful for understanding adaptation as a desired outcome of the two processes. The study emphasizes the integration of cultural idiosyncrasies in health communication initiatives to realize behavioral change.