Media Communication Campaign in Promoting Free Public Discussion, Dialogue and Debate on HIV/Aids and Sexuality Related Issues: The Case of Amhara Radio
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Date
2010-06
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Addis Ababa University
Abstract
This study was conducted to examine the role of the 'Se'ate HIV' live radio
phone-in program of the Amhara Mass Media Agency in promoting free
and open public discussion, dialogue and debate regarding human
sexuality, especially of risky human sexual behaviors , and other sexuality
related issues which have long been conceived as culturally taboo by the
society at large . To achieve the goal of this study, qualitative research
design was found to be the best research methodological framework to
gather data which are thought to be relevant to the study. To this end, the
study employed focus group discussions and individual in-depth interviews
as tools to generate data from sexually active age brackets ranging from
15 to 49years old who are inhabitants of Bahirdar town . The study also
employed individual in-depth interview with key informants who are, one
way or the other, believed to be highly concerned with the issue. The
paper also attempted to review theories, models and approaches that go
in line with the media and HIV/AIDS communication interventions . Finally ,
the findings of the study showed that the program is found to play no
significant role in empowering its target audiences to make open and free
public discussion , dialogue and debate about risky human sexual
behaviors and other sexuality related issues, which are potentially believed
to exacerbate the prevalence of the epidemic in the area. The program
fails to consider the socio-cultural context, interests', needs' and levels' of
understandings of its target audiences. It is also found out that the
existence of one line telephone system in the studio, absence of delay
machine, cost of phone calls, inconvenient of broadcasting time and
shortage of airtime slot are potential hurdles that affect the program to
promote open and free public discussion, dialogue and debate about risky
human sexuality and other sexuality related issues on the part of its target
audiences.
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Keywords
Promoting Free Public Discussion, Dialogue, Debate on HIV/Aids and Sexuality