Organisational discourses : electronic windows on the work of HIV/AIDS-care organisations

[摘要] ENGLISH ABSTRACT: This thesis is interested in textual features of websites which cover the same kind of content, but represent different organisations and address different kinds of audiences. Specifically, it investigates how information on HIV/AIDS is multimodally represented on the webpages of two non-governmental organisations (NGOs) and two governmental organisations. First, the websites of the national Department of Health and of a provincial Department of Health (Western Province) are scrutinised. Second, the websites of the Treatment Action Campaign (TAC) and Avert, NGOswith a special interest in the prevention and treatment of HIV/AIDS in southern Africa, are investigated. The aim of the research is toconsider aspects of layout, the use of multimodality, and the introduction of selected themes and concerns foregrounded in the selected websites. The focus of the thesis is on the transmission of information, particularly through the electronic media, by investigating multimodal elements (language, images, sound, colours) and the layouts of websites, in order to identify possible interpretations which the intended audiences may afford the various texts. The analysis of the sites relies theoretically on the metafunctions developed by Halliday (1985) in his systemic functional linguistic framework. It also refers to anextension of Halliday's work developed to allow multimodal discourse analysisthat considers aspects ofvisual design and placement, developed by Kress and van Leeuwen (1996, 1998) and Kress (2003, 2005). These approaches focus on text, multimodal elements, the placements thereof on a page as well as the coherence between design of layouts and communicative modes that intend to send a convincing and meaningful message.The thesis also refers to Critical Discourse Analysis in that it considers matters of language and power in internet based communication. It seems that the governmental sites are set up with an audience in mind who needs to be informed on policy matters, while the NGO sites are set up with a more vulnerable audience in mind. One kind of web-communication is likely to alienate the exact people who should be receiving state support and treatment in the face of HIV/AIDS. Another is aimed more at supporting activism against the perceived lethargy of the state. A third supports various charities that reach out to communities where HIV-infection rates are particularly high.The interpretation of multimodal pages requires knowledge of website design for educational purposesas well as information on usage of the internet to get sufficient information. Further, access of the intended audience to electronic communication needs to be considered as this will determine whether the seriousness of the illness and possible prevention or treatment, is well communicated, especially to those who have been identified as most vulnerable to new infection. The thesis finds that electronic communication cannot be the first step to circulating information related to HIV/AIDS. Non-governmental andgovernmentalinstitutions are still dependent on otherforms ofmedia than websites, thus on the printed media, radio and television, and on campaigns or community based projects to communicate with particular audiences. Electronic communication is complex in that it works with various modes (visual, verbal, audial) and requiressome technical sophistication from producers and receivers of texts. Theories of communication and discourse analytic methodologies can assist in our understanding of how the internet succeeds or fails in circulating critical health care information. However, to gain a reliable understanding of how the internet functions in transmitting HIV-information to all interest groups, received knowledge ofotherareas of scholarlyinterest in health care communication, such as multilingualism,sociology,anthropology,behavioural sciences, cognitive psychology or brain research elaborations, would eventually have to be considered as well.

[发布机构] Stellenbosch University