A Study on Communication Strategies of Newspaper Towards Influencing Behavior Change of Taxi Community in Addis Ababa: Case of “SECHENTO” Newspaper

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Addis Ababa University


The study focused on assessing the communication strategies of “Sechento” news paper towards influencing behavior change of Taxi Community in Addis Ababa. It also aimed at investigating the satisfaction level, healthcare -seeking behaviours, demand for information on HIV and AIDS, change of attitudes toward safer sexual practices and socio- demographic determinants of provided knowledge about HIV/AIDS prevention Communication strategies. To achieve the objectives of the study in question, 388 randomly selected taxi communities and 24 purposefully selected peer leaders, editors and program coordinators participated in the study. Thus, a total of 412 participants involved in the study. Different data collection instruments (questionnaire, interview and focus group discussion) were employed to gather the necessary data. Quantitative data were processed in SPSS v.15.00 statistical software. Taped qualitative data were transcribed, translated into English, and manually analyzed by grouping into predetermined thematic areas. The result of the study showed that the satisfaction level of the Taxi community on HIV/AIDS service provided by “Sechento” newspaper is high. Demand for information among taxi communities in HIV prevention found to be high. The perception of risk or change of attitudes toward safer sexual practices was also high. The likelihood of knowledge provided about HIV/AIDS by “Sechento” was higher among educated than non-educated (OR=2.83(1.02-7.85 CI (95%)). The odds of getting knowledge from “Sechento” Newspaper is higher among communities who have income above 500 (OR= 5.82(1.31-25.71; 95% CI) . Knowledge provided by “Sechento” newspaper was higher among Taxi communities who have relatives living with HIV/AIDS (OR.36(.13-.99);95%CI). Knowledge provided about HIV/AIDS by “Sechento” was higher among taxi communities who lost their friends due to HIV/AIDS than those with no such experice (OR=.44(.16-1.23 CI (95%)). Lack of permanent financial resources was found to be impediment for the progress of the newspaper. Majority of the respondents preferred radio as source of getting information. The Majority of respondents did not use HIV/AIDS messages due to lake of knowledge. Integrated communication strategies, adequate community conversation and culture based communication strategies on HIV/AIDS are recommended.



Communication Strategies of Newspaper