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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/987

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
Keywords: Evaluation
mass media
case studies
in-depth interviews
content analysis
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. V 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.
URI: http://hdl.handle.net/123456789/987
Appears in:Thesis - Public Health

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