Teferra, Negussie (PhD)Tesfaye, Zelalem2021-04-122023-11-082021-04-122023-11-082010-06http://etd.aau.edu.et/handle/123456789/26085This 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.enPromoting Free Public DiscussionDialogueDebate on HIV/Aids and SexualityThesis