The Study of Messages of Dagu Addis Radio Program in Combating HI V/ AlDS .
| dc.contributor.advisor | Teffera, Negussie (PhD) | |
| dc.contributor.author | Degefu, Asfaw | |
| dc.date.accessioned | 2021-03-31T06:55:04Z | |
| dc.date.accessioned | 2023-11-08T13:39:33Z | |
| dc.date.available | 2021-03-31T06:55:04Z | |
| dc.date.available | 2023-11-08T13:39:33Z | |
| dc.date.issued | 2010-09 | |
| dc.description.abstract | This thesis aims to study the effectiveness of the messages of Oagu Addis Radio Program in combating HIV / AIDS among the youth. In doing so, an attempt has been made to identify key messages related to HIV / AIDS, explore the message design methods of the program, analyze the message delivery techniques of the program related to communication theories and assess perception of the target audience towards messages of Oagu Addis Radio Program. The nature of the research methodology employed in this study is qualitative. In-depth interviews with key informants, focus group discussions with youths and content analysis were used as instruments to gather data. Six focus group discussions, four with in-school and two out-of-school youths were conducted. In-depth interviews were also conducted with parents of the youth, Oagu Radio Program producers as well as media and communications professionals. Capturing and maintaining the attention of the audience, clarity of the message, perception of risk, good evidence of costs and benefits of a behavior and asking the audience to take reasonably easy actions are some of the major criteria used to see the effectiveness of the messages. The findings of the study show that Oagu Addis is able to capture and maintain the attention of its target audience and enables to minimize their perception of risk about HIV / AIDS. The findings of the study also reveal that the radio program in its messages give good evidence of the cost and benefits of a behavior through running personal stories of the youth who practice negative behaviors on one hand and those who adopt positive behaviors on the other hand. As to actions the messages ask from the audience to adopt healthy behavior, it was found out that the actions required are simple and do not require much cost in terms of time, effort and money. The thesis concludes that messages of Oagu Addis Radio Program create opportunity for the audience to think about the risk of contracting of HIV and increase the likelihood of experiencing appropriate changes in knowledge, attitudes, and behavior needed for HIV prevention. Moreover, from the findings of the study, it can be concluded that Oagu Addis in its messages recommends actions which can easily be taken by its target audience so as to increase audience confidence that the behavior is easy to perform. This implies that Oagu Addis messages carry recommended actions that have a tendency to promote healthy behaviors. It is also possible to conclude that Oagu Addis Radio is successful in providing evidence of risks and benefits for adopting recommended. In general, it is possible to conclude that though Oagu Addis Radio helps enhance youth's perception of risk to HIV / AIDS. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/25826 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Messages | en_US |
| dc.subject | Dagu Addis Radio Program | en_US |
| dc.subject | HI V/ AlDS | en_US |
| dc.title | The Study of Messages of Dagu Addis Radio Program in Combating HI V/ AlDS . | en_US |
| dc.type | Thesis | en_US |