Les effets cognitifs des conflits discursifs sur le non-changement de comportement

Abstract

This research brief intends to verify, on the basis of the theory of relevance, any symmetry between the efforts made and the effects obtained by the communication campaign on AIDS in Cameroon. The main assumption is that any communication must be part of the cognitive environment of the target population and be understood on the basis of the experience of its agency. Thus, from a cognitive perspective, the author suggests that harmony must exist among all the communication parameters as the essential condition for successful communication and behaviour change.

Keywords

• Cameroon
• communication model
• communication strategy
• theory of relevance
• VIH/AIDS campaign