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|Title: ||EVALUATION OF MASS MEDIA MESSAGES IN THE PREVENTION AND CONTROL OF HIV /AIDS|
|Authors: ||SALE, WORKNEH|
|Advisors: ||Dr. Damen Haile Merriam|
Dr. Getnet Mitkie
|Copyright: ||2004 |
|Date Added: ||8-May-2008 |
|Publisher: ||Addis Ababa University|
|Abstract: ||HIV/AIDS has been one of the greatest challenges of our times since its discovery in the early
1980s. As of December 2003, the UNAIDS reported that 40 million people are living with
HIV/AIDS. Yet the issue of AIDS was relatively slow in getting priority in the national agenda
and it did not attract much mass media coverage at the beginning of the epidemic.
Mass media are generally defined as those channels of communication, which are capable of
reaching heterogeneous audiences simultaneously with uniform messages; they include radio,
television, and newspapers and magazines. They are effective in raising awareness, increasing
knowledge, changing attitudes and behavior. But considerable debate surrounds the effectiveness
of the message; particularly at the beginning the epidemic the messages were frightening,
sensational and over-dramatized. They were produced without due consideration and sometime
resulted in stigma and discrimination. Hence the role of the mass media in HIV/AIDS is
unquestionable but their use requires care and guidelines. Therefore, evaluation of these
messages is absolutely important.
The objective of this study was to assess how mass media messages of HIV/AIDS were designed
and disseminated, their appropriateness and contents. The major study design was a qualitative
study, which includes case studies and in-depth interviews.
In addition a quantitative content analysis was conducted on the Addis Zemen and Ethiopian
Herald newspapers. The study was conducted from December 2003 to February 2004.
The study identified training of journalists on HIV/AIDS as being inadequate and the lack of
media networking. In addition no ethical guidelines and mass media policy on HIV/AIDS were
to be found. Based on the findings, appropriate recommendations were made for improvement in
the deficient areas.|
|Description: ||A Thesis Submitted to the school of Graduate Studies of Addis Ababa University in partial fulfillment of the requirements for the Degree of Masters of Public Health in the Department of Community Health.|
|Appears in:||Thesis - Public Health|
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