Can Mass Media Prevent AIDS?

Online Journal of Communication and Media Technologies, 2013

Health Communication, 2013

Evaluation and Program Planning, 1990

2009

Health Education Research, 2005

University of Mysore, 2016

Health communication is a technique of informing, influencing, and motivating individuals, institutions, and public at large about important health issues. Mass media have an important role in health communication. The objective of this study is to investigate this role of mass media in health communication. A systematic review of different health campaigns based on health communication theories and models for attitudinal and behavioural changes have been done. Research papers related to health communication theories and models for attitudinal and behavioural changes published in peer reviewed journals have been reviewed for the purpose. These research papers were selected through multiple searches with different key words such as ‘health communication theories’, ‘television and HIV/AIDS’, ‘health communication for behavioural changes’, on INFLIBNET online library such as Jstor, Taylor and Francis, Willey Blackwell etc. The study finds that driven by different theories and models, mass media are using communication strategies such as infotainment/edutainment and are using Sitcoms and Suspense thrillers in developing countries for creating health awareness and for attitudinal and behavioural changes. The study also indicates that television is a powerful tool for informing, influencing and motivating people towards achieving desired behaviour particularly in relation to HIV/AIDS and other health related issues which warrant attitudinal and behavioural changes.

The Nigerian media are key instruments of HIV/AIDS communication. They use different techniques to influence human knowledge, attitude and practice. Through the qualitative approach, the study identified the media and strategies commonly used for HIV/AIDS behaviour change communication in Nigeria. It triangulated unobtrusive observation and in-depth interviews through the viewing of selected broadcast, film and outdoor media in SouthWest Nigeria. In-depth interviews complemented the data. Results revealed the use of social marketing to enhance acceptance, retention and recall of HIV messages. Repetition, context-specific languages, credible sources and integration of advertisement, drama, news and public service announcements increased information availability, affordability, accessibility and comprehension. While entertainment constituted the most used communication method, messages were anchored on HIV/AIDS prevention. Comparatively, findings showed a drastic decrease of HIV information in contemporary Nigerian media and this may have implications for 7 Koblowe Obono, PhD. is a lecturer in the Department of Mass Communication, Covenant University Ota, Nigeria. She has worked extensively on health communication issues in Nigeria. Her areas of research interest include media analysis, socio-behavioural aspects of communication, gender and indigenous communication. She is a fellow of the American Council of Learned Societies/African Humanities Programmes. Her

Abstract : This research paper examines the role of television in reducing stigma and preventing transmission of HIV/AIDS among youth in Dehradun. The present research is based on concept of health communication, which is an integral part of development. The research intends to highlight and discuss critical issues which fuel HIV/AIDS epidemic. Communication efforts in healthcare services are attempted through mass media and interpersonal channels. Mass media consists of television, radio, newspaper, hoardings, cinema, social networking websites where as the interpersonal communication occurs between peer to peer. Mass media especially television is one of the most powerful mediums of mass communication and a very important tool for creating awareness, widening knowledge, influencing attitudes enhancing self-efficacy towards health behaviour. The study explored awareness level of youth regarding to transmission and prevention of HIV/AIDS. The research paper highlights the role of HIV/AIDS related stigma in shaping negative attitudes, beliefs towards people living with HIV/AIDS (PLWHAs). Through empirical research several individuals offer evidences experiences and beliefs on stigma. The researcher found that knowledge about prevention and transmission mode of HIV/AIDS among youth is very high. The study revealed that the government of Uttrakhand has had an extremely proactive and effective public health awareness campaigns and television played important role to make them aware. The study emphasised that information and education are commanding weapon for preventing the spread of HIV/AIDS epidemic. The study illustrates that youth still fear to cope with PLWHAs like hesitation to touch things which are touched by PLWHAs, scare to sit with them, shake hand etc. Most of the HIV/AIDS prevention strategies focused on safe sexual practice and use of condoms. Key points: Health communication, Television, Awareness, Public health promotion campaign, HIV/AIDS, Stigma and discrimination

Asian Journal of Communication, 2006

Съезды русских князей с кочевниками как механизм политического решения конфликтов XI – начала XIII вв. , 2003

Съезды русских князей с кочевниками как механизм политического решения конфликтов XI – начала XIII вв. // Исторические корни этноконфессиональных конфликтов в странах Центральной, Восточной и Юго-Восточной Европы. Средние века — раннее Новое время. Сборник тезисов 21 конференции памяти В. Д. Королюка: «Славяне и их соседи». М.: Институт славяноведения РАН, «Индрик». 2003. С. 91– 93.