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Title: Assessment of Media Use Pattern in HIV/AIDS Prevention Among Youths in Bahirdar Town
Authors: Getachew, Belaineh
Advisors: Dr.Mulugeta Betre
Keywords: media use pattern
media preference
media exposure
Copyright: 2006
Date Added: 22-Apr-2008
Publisher: Addis Ababa University
Abstract: Introduction: Every six seconds, someone around the world is infected with HIV. Young people account for half of all new HIV infections worldwide; more than 6000 contract the virus every day. Provision of accurate and timely HIV/AIDS information to modify behavior by using modern media and interpersonal communication remains a top mitigative public health priority. Objective: The main aim of this study is to assess the media use pattern, media preference and media exposure influence on KAP in HIV/AIDS prevention among youths in Bahirdar Methods: Cross-sectional community based quantitative and qualitative study designs were used. Adequately tailored balances of closed and open-ended questionnaires were used to interview a sample size of 730 youths (15-24 years) of Bahirdar town in January2006. FGD for purposively selected members of Anti AIDS clubs, youth associations, religious people, and local artists were conducted. Results and discussions: Among 14 potential media sources radio has been found out the single most important information source medium reported by respondents. When the percentage of listeners per the daily-broadcast period was seen, the evening hours have the highest numbers of listeners of radio (50.4%) among the respondents followed by the mid day or noon hours (17.8%). Six hundred twenty nine (86.2%) were known to have some kind of access to radio sets while only 388(53.2%) of them had television sets. Youths exposed to radio messages were more than three or more times more likely to be knowledgeable on HIV/AIDS transmission and prevention methods than those not exposed to radio before adjusting and after adjusting for other socio-demographic factors . Conclusion and recommendations: From this study findings, it can be noted that even though different media (radio, television, prints, interpersonal) and common sources for HIV/AIDS messages were available, most youths may not use them frequently, and on usual broadcast times. These study findings would give a baseline data for IEC/BCC programme planners and implementers, specifically among 15 to 24 year youths in the study area. Therefore it is suggested that media message dissemination would be designed based on the media preferences of youths’ inline with favorite media programmes.
Description: Thesis Submitted to the Department of Community Health, Faculty of Medicine, Addis Ababa University in partial fulfillment of the requirements for the Degree of Masters in Public Health
URI: http://hdl.handle.net/123456789/805
Appears in:Thesis - Public Health

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