1. Role of M
ass Communication in prevention and control of
AIDS: Mass m
edia 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 M
ass Communication, P
anjab
University, Chandigarh, India

2. Purpose of health communication

Behaviour change communication (BCB)
Including IEC

Social Change Communication

Advocacy Communication
A good program combines all three

3. Role of Mass Media
Create an environment

Create favourable social climate

Counter hostile propaganda

Dispel rumours

Clarify doubts

4. Why AIDS?



It is the fourth leading cause of death
globally
Since there is no cure - control depends
on prevention
Social, Psychological, Behavioural, Ethical
and even Economic issues attached.

5. AIDS in India

5.19 million people are living with AIDS

Andhra Pradesh has 2.25% population infected

85.81% transmissions are sexual in nature


Highest number of people living with AIDS are in
the age group 30-59
HIV is spreading in the rural areas

6. Communicating AIDS



Programmes where primary input is
information rather than services
Gives voice to affected, frames
communications with local perspectives
Tailored messages for individual and
community level

7. Mass media in AIDS
communication







Careful planning
Audience research
Pre testing
Dissemination strategy
Evaluation
Co ordination with existing services
Linking mass with interpersonal
communication

8. Objectives of this study


Review the use of mass media for AIDS
communication
Ascertain awareness levels of the target
group

Survey media habits and preferences

Find appropriate media

9. Methodology: Triangulation




Content analysis of print media
Observational analysis of audio visual
media
AIDS awareness and mass media reach
survey
Focus Group Discussions with the
sample

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

11. Review of Literature





Indian Studies
Universities talk AIDS
Studies with adolescents as target
group
Content Analysis studies of print
media
KABP studies

12. 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 15 th
November to 15th December for the years
1993,1994,1995 ,2000 and 2004

13. Figure I : Year wise comparison of AIDS related stories in Cm²
20000
18000
16000
14000
12000
10000
8000
6000
4000
2000
0
1993
Ne w s Re por t
1994
Inte r vie w
1995
Analys is
2000
Hum an Inte r e s t
2004
Adve r tis e m e nt
Figure II : Year wise comparison of AIDS related stories in No’s
100
90
80
70
60
50
40
30
20
10
0
1993
Ne w s Re por t
1994
Inte r vie w
1995
Analys is
2000
Hum an Inte r e s t
2004
Adve r tis e m e nt

14. Figure III: Yearly comparison of sub categories of News in No’s
60
50
40
30
20
10
0
1993
Inform ation
1994
Policy/plan
1995
Medical
2000
Opinion
Activity
2004
Sensational

15. Headlines


Terms - pessimistic:
Warning, horror, war against AIDS,
alarming spread, AIDS threat, taboo,
AIDS soars, AIDS victims
By 2004, headlines have mellowed and
are non threatening.
Positive lives, positive people

16. AV Media
Television
Endorsements by Celebrities & PWA
Radio
Celebrity voice-overs
No knowledge of Hotlines
AIDS messages - part of music programmes

17. Demographic profile
Knowledge about AIDS
Survey
AIDS awareness profile
Mass media profile
Sex education

18. Findings : Figure IV
DEMOGRAPHIC PROFILE AS PER GENDER & SCHOOL
TOTAL - 439
GIRLS
TOTAL PUBLIC SCHOOL
46%
GOVT. SCHOOL
(196)
BOYS
BOYS
234
144
99
54%
GIRLS
196
69
127
(234)
BOYS DISTRIBUTION (234 NO.)
GIRLS DISTRIBUTION (196 NO.)
41%
35%
Govt. School
(99)
(144)
59%
(127)
Public School
65%
Govt. School
(69)
Public School

19. Figure V: Media Profile as per Location & School Type
150
100
50
0
New spaper
Subscription
Magazine
Subscription
TV Ow nership
Radio Ow nership
VCD / DVD
Ow nership
Audio player
Ow nership
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

20. Figure VI: AIDS Awareness Age wise distribution
17Yr
16Yr
21%
4%
13Yr
29%
AGE % AWARENESS 13
14
15
16
17
BOYS
GIRLS
15Yr
14%
48.1
57.2
13Yr
57.27%
AGE WISE % AWARENESS
GIRLS
17Yr
78.2%
13Yr
48.1%
14Yr
57.2%
14Yr
58.68%
16Yr
72.47%
66.1
14Yr
32%
AGE WISE % AWARENESS
BOYS
17Yr
77.31%
57.27 58.68 67.28 72.47 77.31
15Yr
67.28%
16Yr
69.7%
15Yr
66.1%
69.7
78.2

21. Source of information about AIDS
Others
Bill Board
No Answ er
Friends
Class Mates
Teachers
New spapers
TV
Printed
Material
Radio

22. Salient findings of the study

Television - most powerful medium

Newspaper lags behind TV and cinema.

Music on radio and TV wins hands down.

Cinema is popular medium but films are
watched on TV.

23. AIDS awareness







Metropolitan students better than satellite town. Girls
have better AIDS awareness profile.
The media access profile was similar
public school scored better than government schools
97.7% students had heard about AIDS, but did not count
it as a health problem.
Seminar, workshop or lecture on AIDS – Minimal
exposure
More than 50% keen to attend a programme related to
AIDS.
Medical professionals - Most preferred source.

24. % distribution of population, based on most preferred
source of information about AIDS
80
70
60
50
40
30
20
10
0
Teacher
Friend
Parent
Counsellor
Medical Professional
Television
Film
Boys
48
30
10
7
73
54
5
Girls
39
26
19
6
48
32
4

25. FGD : Findings - Radio
 Active listener ship minimal
 Public school students keen
 Never used any hotline
 Low recall of AIDS jingles.

26. FGD : Findings - Television
Vivid recall of AIDS messages
Celebrity endorsement works
Embarrassment for some
Prefer full length feature films

27. FGD : Findings - Newspapers
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.

28. FGD : Findings - Internet

Delhi students surf more.

The % of net savvy boys was more than the girls
 Visit cyber-cafes for net surfing.

Some boys visited pornographic sites on the
Internet.

Aware of term cyber sex but shy to elaborate

No hit on AIDS related web sites on the Internet

29. Conclusion

High media profile gives scope to media

Denial stage is evident


Metropolitan city students are better
equipped because of interpersonal
messages
Students keen on receiving information

30. For details, refer to the book ::
For details, refer to the book
1. http://www.conceptpub.com/servlet/Getbiblio?bno=00000963
1. http://www.conceptpub.com/servlet/Getbiblio?bno=00000963
2. http://www.amazon.in/Mass-Communication-Prevention-Control-AIDS/dp/8180692698
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-for3. http://books.rediff.com/book/mass-communication-in-prevention-and-control-of-aids--strategies-foradolescents/9788180692697
adolescents/9788180692697
4. http://www.snapdeal.com/product/mass-communication-in-prevention-and/775561
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
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
6. http://books.google.co.in/books/about/Mass_Communication_in_Prevention_and_Con.html?id=zDe8CA4y3sQC&redir_esc=y