The Influence of Ethiopian Television HIV/AIDS Spot on the Viewers
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Date
2006-07
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Addis Ababa University
Abstract
The aim of this research was to assess the influence that the HIV/AIDS –
related stigma and discrimination TV-spot, which was produced by Health
Education Center of the Ministry of health and broadcast by ETV might have
created on the viewers.
Data was collected through questionnaires, in-depth Interview and focus
group discussions from the target audiences, the producers and writer director
of the TV-spot.
All the respondents of the questionnaires, the in-depth interview and the
participants of the FGD had been shown the spot by video.
The questionnaire were filled by 190 residents of Adama, the town where the
research took place. Four focus groups of 32 people have been held. In-depth
interview was held with thirteen people. Ten of them were HIV-positive, two
of them, from Health Education Center, and the other one was the writer
director of the TV-spot.
According to this research the TV-spot had not created awareness among most
of the target audiences. Respondents said, the spot was stigmatizing. And also,
there were many respondents who said the spot's messages was not clear.
According to the majority of the respondents of this research, the word usage,
and the actions in the spot have contributed to the negative consequence of the
spot.
Analysis of data using chi-square showed that, responses given were not age,
sex, and education level dependent for the majority of the questions. Based on
the research result, the researcher recommended that health messages should
be research based, and pre-tested prior to broadcasting.
On the other hand, in order to minimize the shortage of human power in the
field of communication the Ministry of Education has to open, Department of
Communication in the universities across the country as there is no single
communication school, except School of Journalism and Communication at
Addis Ababa University, recommended the researcher.
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HIV/AIDS Spot on the Viewers