Role of Mass Communication in prevention and control of AIDS: Mass media strategies in

India

A study of AIDS awareness and mass media reach amongst school going adolescents in Delhi and Ghaziabad ( India )

Archana Rakesh Singh, Department of Mass Communication, Panjab

University, Chandigarh, India

Purpose of health Purpose of health communicationcommunication

Behaviour change communication Behaviour change communication (BCB) Including IEC(BCB) Including IEC

Social Change CommunicationSocial Change Communication

Advocacy CommunicationAdvocacy Communication

A good program combines all threeA good program combines all three

Role of Mass MediaRole of Mass Media

Create an environmentCreate an environment

Create favourable social climateCreate favourable social climate

Counter hostile propagandaCounter hostile propaganda

Dispel rumoursDispel rumours

Clarify doubtsClarify doubts

Why AIDS?Why AIDS?

It is the fourth leading cause of death It is the fourth leading cause of death globallyglobally

Since there is no cure - control depends on Since there is no cure - control depends on preventionprevention

Social, Psychological, Behavioural, Ethical Social, Psychological, Behavioural, Ethical and even Economic issues attached.and even Economic issues attached.

AIDS in IndiaAIDS in India

5.19 million people are living with AIDS5.19 million people are living with AIDS

Andhra Pradesh has 2.25% population infectedAndhra Pradesh has 2.25% population infected

85.81% transmissions are sexual in nature85.81% transmissions are sexual in nature

Highest number of people living with AIDS are in Highest number of people living with AIDS are in the age group 30-59the age group 30-59

HIV is spreading in the rural areasHIV is spreading in the rural areas

Communicating AIDSCommunicating AIDS

Programmes where primary input is Programmes where primary input is information rather than servicesinformation rather than services

Gives voice to affected, frames Gives voice to affected, frames communications with local perspectivescommunications with local perspectives

Tailored messages for individual and Tailored messages for individual and community levelcommunity level

Mass media in AIDS Mass media in AIDS communicationcommunication

Careful planningCareful planning Audience researchAudience research Pre testingPre testing Dissemination strategyDissemination strategy EvaluationEvaluation Co ordination with existing servicesCo ordination with existing services Linking mass with interpersonal Linking mass with interpersonal

communicationcommunication

Objectives of this studyObjectives of this study

Review the use of mass media for AIDS Review the use of mass media for AIDS communicationcommunication

Ascertain awareness levels of the Ascertain awareness levels of the target grouptarget group

Survey media habits and preferencesSurvey media habits and preferences

Find appropriate mediaFind appropriate media

Methodology: TriangulationMethodology: Triangulation

Content analysis of print mediaContent analysis of print media

Observational analysis of audio visual Observational analysis of audio visual mediamedia

AIDS awareness and mass media reach AIDS awareness and mass media reach surveysurvey

Focus Group Discussions with the Focus Group Discussions with the samplesample

Selected sampleSelected sample

School going adolescents from School going adolescents from New Delhi and a satellite town, New Delhi and a satellite town, Ghaziabad in the State of Uttar Ghaziabad in the State of Uttar Pradesh, India.Pradesh, India.

Review of LiteratureReview of Literature

Indian StudiesIndian Studies Universities talk AIDSUniversities talk AIDS Studies with adolescents as target Studies with adolescents as target

groupgroup Content Analysis studies of print Content Analysis studies of print

mediamedia KABP studiesKABP studies

Findings:

Content Analysis of AIDS messages appearing in 5 leading English language daily newspapers with nationwide circulation in India.

The analysis was conducted in the month of 15th November to 15th December for the years 1993,1994,1995 ,2000 and 2004

0102030405060708090

100

1993 1994 1995 2000 2004

News Report Interview Analysis Human Interest Advertisement

Figure II : Year wise comparison of AIDS related stories in No’sFigure II : Year wise comparison of AIDS related stories in No’s

02000400060008000

100001200014000160001800020000

1993 1994 1995 2000 2004

News Report Interview Analysis Human Interest Advertisement

Figure I : Year wise comparison of AIDS related stories Figure I : Year wise comparison of AIDS related stories iin Cm²

Figure III: Yearly comparison of sub categories of News in No’sFigure III: Yearly comparison of sub categories of News in No’s

0

10

20

30

40

50

60

1993 1994 1995 2000 2004

Information Policy/plan Medical Opinion Activity Sensational

HeadlinesHeadlines

Terms - Terms - pessimistic:pessimistic:

Warning, horror, war against AIDS, Warning, horror, war against AIDS, alarming spread, AIDS threat, taboo, alarming spread, AIDS threat, taboo, AIDS soars, AIDS victimsAIDS soars, AIDS victims

By 2004, headlines have By 2004, headlines have mellowedmellowed and and are are non threateningnon threatening. .

Positive lives, positive peoplePositive lives, positive people

Television Television

Radio Radio

AV MediaAV Media

Endorsements by Celebrities & PWAEndorsements by Celebrities & PWA

Celebrity voice-oversCelebrity voice-overs

No knowledge of HotlinesNo knowledge of Hotlines

AIDS messages - part of music programmesAIDS messages - part of music programmes

SurveySurvey

Demographic profileDemographic profile Knowledge about AIDSKnowledge about AIDS

Mass media profileMass media profileAIDS awareness profileAIDS awareness profile

Sex educationSex education

Findings : Figure IVFindings : Figure IV

TOTAL - 439

GIRLS

46%

(196)

BOYS

54%

(234)

BOYS DISTRIBUTION (234 NO.)

41%

(99)59%

(144)

GIRLS DISTRIBUTION (196 NO.)

65%

(127)

35%

(69)

TOTAL PUBLIC SCHOOL GOVT. SCHOOL

BOYS 234 144 99

GIRLS 196 69 127

Public SchoolPublic School

Govt. School

Govt. School

DEMOGRAPHIC PROFILE AS PER GENDER & SCHOOL

0

50

100

150

Govt School - Metropolis 86 70 101 92 34 66

Govt School - Sattelite 81 63 116 103 19 67

Public School - Metropolis 105 93 110 109 71 103

Public School - Sattelite 92 69 102 87 34 79

New spaper Subscription

Magazine Subscription

TV Ow nership Radio Ow nershipVCD / DVD Ow nership

Audio player Ow nership

Figure V: Media Profile as per Location & School TypeFigure V: Media Profile as per Location & School Type

15Yr14%

13Yr

29%

14Yr

32%

16Yr

21%

17Yr

4%

AGE WISE % AWARENESS BOYS

13Yr57.27%

14Yr58.68%

15Yr67.28%

16Yr72.47%

17Yr77.31%

AGE WISE % AWARENESS GIRLS

13Yr48.1%

14Yr57.2%

15Yr66.1%

16Yr69.7%

17Yr78.2%

AGE % AWARENESS 13 14 15 16 17

BOYS 57.27 58.68 67.28 72.47 77.31

GIRLS 48.1 57.2 66.1 69.7 78.2

Figure VI: Figure VI: AIDS Awareness Age wise distribution

Source of information about AIDS

No AnswerOthers

Bill Board

Friends

Class Mates

Teachers

Newspapers

Printed Material

Radio

TV

Salient findings of the studySalient findings of the study

Television - most powerful mediumTelevision - most powerful medium

Newspaper lags behind TV and cinema. Newspaper lags behind TV and cinema.

Music on radio and TV wins hands down.Music on radio and TV wins hands down.

Cinema is popular medium but films are Cinema is popular medium but films are watched on TV.watched on TV.

AIDS awarenessAIDS awareness

Metropolitan students better than satellite town. Girls Metropolitan students better than satellite town. Girls have better AIDS awareness profile.have better AIDS awareness profile.

The media access profile was similarThe media access profile was similar

public school scored better than government schoolspublic school scored better than government schools

97.7% students had heard about AIDS, but did not count 97.7% students had heard about AIDS, but did not count it as a health problem.it as a health problem.

Seminar, workshop or lecture on AIDS – Minimal Seminar, workshop or lecture on AIDS – Minimal exposure exposure

More than 50% keen to attend a programme related to More than 50% keen to attend a programme related to AIDS.AIDS.

Medical professionals - Most preferred source. Medical professionals - Most preferred source.

% distribution of population, based on most preferred % distribution of population, based on most preferred source of information about AIDSsource of information about AIDS

0

10

20

30

40

50

60

70

80

Boys 48 30 10 7 73 54 5

Girls 39 26 19 6 48 32 4

Teacher Friend Parent Counsellor Medical Professional Television Film

FGD : Findings - FGD : Findings - RadioRadio

Active listener ship minimal

Public school students keen

Never used any hotline

Low recall of AIDS jingles.

FGD : Findings - FGD : Findings - TelevisionTelevision

Vivid recall of AIDS messages

Celebrity endorsement works

Embarrassment for some

Prefer full length feature films

FGD : Findings - FGD : Findings - NewspapersNewspapers

Very low recall of AIDS messages

Newspaper readership low

Only human interest stories register

Would still prefer messages in Newspapers as it is a solitary activity.

FGD : Findings - FGD : Findings - InternetInternet

Delhi students surf more.Delhi students surf more.

The % of net savvy boys was more than the girlsThe % of net savvy boys was more than the girls

Visit cyber-cafes for net surfing.Visit cyber-cafes for net surfing.

Some boys visited pornographic sites on the Some boys visited pornographic sites on the Internet.Internet.

Aware of term cyber sex but shy to elaborate Aware of term cyber sex but shy to elaborate

No hit on AIDS related web sites on the InternetNo hit on AIDS related web sites on the Internet

ConclusionConclusion

High media profile gives scope to mediaHigh media profile gives scope to media

Denial stage is evidentDenial stage is evident

Metropolitan city students are better Metropolitan city students are better equipped because of interpersonal equipped because of interpersonal messagesmessages

Students keen on receiving informationStudents keen on receiving information

For details, refer to the book :

1. http://www.conceptpub.com/servlet/Getbiblio?bno=00000963

2. http://www.amazon.in/Mass-Communication-Prevention-Control-AIDS/dp/8180692698

3. http://books.rediff.com/book/mass-communication-in-prevention-and-control-of-aids--strategies-for- adolescents/9788180692697

4. http://www.snapdeal.com/product/mass-communication-in-prevention-and/775561

5. http://read.ebay.in/ci/Mass-Communication-in-Prevention-and-Control-of-AIDS:-Mass-Media-Strategies-in-India-/21784

6. http://books.google.co.in/books/about/Mass_Communication_in_Prevention_and_Con.html?id=zDe8CA4y3sQC&redir_esc=y

For details, refer to the book :

1. http://www.conceptpub.com/servlet/Getbiblio?bno=00000963

2. http://www.amazon.in/Mass-Communication-Prevention-Control-AIDS/dp/8180692698

3. http://books.rediff.com/book/mass-communication-in-prevention-and-control-of-aids--strategies-for- adolescents/9788180692697

4. http://www.snapdeal.com/product/mass-communication-in-prevention-and/775561

5. http://read.ebay.in/ci/Mass-Communication-in-Prevention-and-Control-of-AIDS:-Mass-Media-Strategies-in-India-/21784

6. http://books.google.co.in/books/about/Mass_Communication_in_Prevention_and_Con.html?id=zDe8CA4y3sQC&redir_esc=y