Cultural factors counteracting impacts of behavioral change communication (bcc) for HIV/AIDS in effecting behaviour change among young people at Magugu community, Manyara Region

This study investigated on cultural factors counteracting impact of behavioral change communication (BCC) for HIV/AIDS among young people at Magugu community. It also assessed impacts of those factors on young people’s behavior. The study employed both qualitative and quantitative research approaches. Research finding indicated that there are some culture of Magugu people that impede BCC for HIV/AIDS messages, they include early sexual debut, tacit approval a pre and extra- marital sex, high value attached to children as a sign of strong marriages, high prestige attached to polygamy, imbalanced sexual relations as constructed by gender relations and extended abstinence among couples because of pregnancy as well as breast- feeding. Major behavioral impacts found as a result following the adherence to these cultural aspects were early sexual debut practices among young people’s before they are intellectually and physically mature, polygamy practices due to a high status attached to it and acceptance of extra-marital sexual relations in search for children other impacts included infidelity due to extended abstinence because of pregnancy and breast- feeding and inferior position of women to negotiate on safe sex due to gender imbalance. It is recommended that designing and implementation of BCC for HIV/AIDS prevention messages should be cultural appropriate. In realizing this, participatory approaches and clearly defined message contents should be employed to help target population get realistic options.