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Modelling success in HIV messaging is notoriously difficult in part because of the diversity of disciplines interested in the subject (e.g. public health, psychology, communication, education, sociology, linguistics) and the claims made in each, often on the basis of different coming-to-know processes. For instance, although relevant research in public health and communication emphasizes audience responses but sometimes slights detailed analyses of texts, work in applied linguistics tends to engage with texts without, however, framing its claims in the context of theories of behaviour. This study makes a case for attention to both text and behaviour by showing how a corpus linguistics study of texts of HIV messaging can be accommodated within a behavioural framework. A corpus of HIV messages from Germany and Nigeria, analyzed from the standpoint of predictions of a behavioural theory, suggests that only two German messages and one Nigerian message (out of the eleven messages in each national corpus) had the mix of features (high threat, high efficacy) predicted by the model to elicit message acceptance. In view of the implication that the observed nexus between messaging and society does not necessarily translate into better acceptance prospects as defined within the particular behavioural theory, this study may be seen as problematising certain claims in applied linguistics research on HIV, especially recommendations dealing with the need for messaging to reflect local (knowledge) perspectives.

BackgroundMedia representations play a crucial role in informing public and policy opinions about the causes of, and solutions to, ill-health. This paper reviews studies analysing media coverage of non-communicable disease (NCD) debates, focusing on how the industries marketing commodities that increase NCD risk are represented.MethodsA scoping review identified 61 studies providing information on media representations of NCD risks, NCD policies and tobacco, alcohol, processed food and soft drinks industries. The data were narratively synthesized to describe the sample, media depictions of industries, and corporate and public health attempts to frame the media debates.ResultsThe findings indicate that: (i) the limited research that has been undertaken is dominated by a focus on tobacco; (ii) comparative research across industries/risk-factors is particularly lacking; and (iii) coverage tends to be dominated by two contrasting frames and focuses either on individual responsibilities ('market justice' frames, often promoted by commercial stakeholders) or on the need for population-level interventions ('social justice' frames, frequently advanced by public health advocates).ConclusionsEstablishing the underlying frameworks is crucial for the analysis of media representation of corporations, as they reflect the strategies that respective actors use to influence public health debates and decision making. The potential utility of media research lies in the insights that it can provide for public health policy advocates about successful framing of public health messages and strategies to counter frames that undermine public health goals. A better understanding of current media debates is of paramount importance to improving global health.