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AIDS Care: Psychological and Sociomedical Aspects of AIDS/HIV Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/caic20
Using mass media for HIV/AIDS prevention L. Liskin
a
a
Johns Hopkins University, Center for Communication Programmes , Population Communication Services and Population Information Programme, 527 St. Paul Place, Baltimore, Maryland, 21202, USA Published online: 25 Sep 2007.
To cite this article: L. Liskin (1990) Using mass media for HIV/AIDS prevention, AIDS Care: Psychological and Socio-medical Aspects of AIDS/HIV, 2:4, 419-420, DOI: 10.1080/09540129008257766 To link to this article: http://dx.doi.org/10.1080/09540129008257766
PLEASE SCROLL DOWN FOR ARTICLE Taylor & Francis makes every effort to ensure the accuracy of all the information (the “Content”) contained in the publications on our platform. However, Taylor & Francis, our agents, and our licensors make no representations or warranties whatsoever as to the accuracy, completeness, or suitability for any purpose of the Content. Any opinions and views expressed in this publication are the opinions and views of the authors, and are not the views of or endorsed by Taylor & Francis. The accuracy of the Content should not be relied upon and should be independently verified with primary sources of information. Taylor and Francis shall not be liable for any losses, actions, claims, proceedings, demands, costs, expenses, damages, and other liabilities whatsoever or howsoever caused arising directly or indirectly in connection with, in relation to or arising out of the use of the Content. This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone is expressly forbidden. Terms & Conditions of access and use can be found at http://www.tandfonline.com/page/termsand-conditions
AIDS CARE, VOL. 2, NO. 4,1990
419
Using mass media for HIVIAIDS prevention
Downloaded by [University of Auckland Library] at 14:08 08 October 2014
L. LISKIN Johns Hopkins University, Center fur Communication Programmes, Population Communication Senices and Population I n f i a t i o n Programme, 527 St. Paul Place, Baltimore, Maryland 21202, USA
Hundreds of journalists and radio and televi- large numbers of people. Worldwide about 2 sion reporters attended the Sixth Interna- billion people own radios and 960 million tional Conference on AIDS in San Fran- own television receivers (Church & Geller, cisco, and the mass media reported exten- 1990). Many more people have access to sively on the daily events-in and out of the family or village sets. These and other media conference centre. But the mass media are providing AIDS information essential for themselves and their role in AIDS preven- behaviour change to people all over the tion received scant attention during confer- globe. According to San Francisco conference proceedings. Compared with the Vth ence presentations, groups as diverse as International Conference in Montreal, there Moscow teenagers, French and Argentinean were far fewer oral and poster presentations adults, and American intravenous drug users about mass m d a and virtually no analysis cite the mass media as their major sources of of their potential in changing high-risk information about AIDS (Cohen et al., FD847); Fisman et al., FD841; Mozharova behaviour. In part, this absence reflects the low & Pokrovsky, FD872; Solomon et al., priority given in the entire conference to FD851). Even more important, people prebroad-based AIDS prevention activities. At- fer to get information from the mass media tention focused more on epidemiology of than from other sources, perhaps because the HIV infection and AIDS, vaccine develop- media are both anonymous and credible ment¶ drug trials, and in-depth studies of (Mozharova & Pokrovsky, FD872). Mass media bring more to AIDS presmall groups of homosexual men, prostitutes, and intravenous drug users. But the vention efforts than educating the public. absence also reflects a growing disillusion- Several .presentations in San Francisco add ment, stated by some conference presenters, to the accumulating evidence that carefully with the potential of mass media to change planned and developed projects, based on high-risk behaviour and an increasing belief thorough audience research, can change attithat only small-group or one-to-one inter- tudes and behaviour, stimulate people to personal activities can alter sexual and drug seek more information, and encourage greater use of testing and counselling serusing practices. Are these beliefs justified? What can the vices. Television has proved to be an impormass media accomplish for AIDS preven- tant component of Zaire’s AIDS prevention tion? The jury is still out, but this much is programme. Some 60 to 70% of Kinshasa clear-mass media have no peer in reaching residents surveyed in 1989 saw television
Downloaded by [University of Auckland Library] at 14:08 08 October 2014
420
S A N FRANCISCO SUMMARIES.L. LISKIN
spots and longer television dramas about AIDS. Almost all of the television viewers remembered the key messages of the dramas, and almost half reported that, after seeing the dramas, they decided to adopt safe sexual behaviour (Kyungu et d.,FD846). Educational video has changed attitudes and practices among urban Rwandan women. Produced locally with Rwandan actors and languages, the video provided AIDS information and emphasized practical skills for communicating with partners and negotiating condom use. Almost 1,500 women saw the video. They also participated in smallgroup discussion and received confidential HIV testing, counselling, and free condoms and/or spermicides. About one-third of the women later adopted safer sexual practices. Over 80%of these women listed the video as the Grst or second most important aspect of the intervention convincing them to change behaviour (Muska et d., ThD781). Mass media stimulate people to get additional information and services. Calls to the Michigan AIDS hotline tripled after statewide media campaigns using television, radio, newspaper, and billboards were launched. Over H)% of the callers in 1988 and over 40% in 1989 had heard about the hotline from the mass media. About one of every four clients in state HIV counselling and testing centers cited the media campaigns as their reason for attending (Bryce et d.,FD848). As with other AIDS prevention strategies, mass-media efforts will be effective only if they are properly planned and extensively pretested with the intended audience. Sensational news coverage or poorly planned mass-media efforts can actually AIDS prevention efforts* In Nigeria, for example, frightening and confusing information about AIDS in radio broadcasts. newspapers, and have in negative attitudes people with *IDS and unfounded fears about the risk of infection, according to small surveys in urban and
rural areas (Ogunyankin & Jinadu, FD843). In the UK a national media campaign using posters and television spots did not change high-risk behaviour among students or intravenous drug users attending drug dependency units. Although the campaign was targeted to drug users, neither of the groups surveyed perceived that the messages were aimed at them (Sherr, SC688). Much more needs to be learned about the role of mass media in AIDS prevention. The record from other health programmes is encouraging, however. More than 15 years of experience in family planning programmes shows that properly conducted mass-media promotion can increase sales of contraceptives, change attitudes toward family planning, stimulate conversation between sexual partners and peers, raise clinic attendance, and increase public acceptance of family planning. Moreover, surveys repeatedly show that most people welcome promotion and discussion of farmly planning in the mass media. In t h ~ srespect, people are often far ahead of policymakers in what they consider acceptable messages for mass media (Piotrow & Meyer, 1990). Using mass media effectively for AIDS prevention is the challenge for health educators in the 1990’s. Mass-media efforts are not a replacement for interpersonal communication or other forms of AIDS prevention. Instead, they are a much-needed partner in encouragmg healthier, safer behaviour.
References C. 8 GE-, J. (1990) LighU! Camma! Action! Promoting famdy planning with TV, Video, and Film. Population Repons, Series J, No. 38. Baltimore, Johns Hopkins University, Population Information Programme. P l o ~ o w aP.T. , & M m R , R.C.(1990) fiomotingfamdy planning: Findings jrom operations research and programme research. Presented at an International Conference and Workshop on Operations Research in FPnuly Planning, June 11-12, 1990, Columbia, Maryland.
CHURCH,
-
AIDS Care: Psychological and Sociomedical Aspects of AIDS/HIV Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/caic20
Using mass media for HIV/AIDS prevention L. Liskin
a
a
Johns Hopkins University, Center for Communication Programmes , Population Communication Services and Population Information Programme, 527 St. Paul Place, Baltimore, Maryland, 21202, USA Published online: 25 Sep 2007.
To cite this article: L. Liskin (1990) Using mass media for HIV/AIDS prevention, AIDS Care: Psychological and Socio-medical Aspects of AIDS/HIV, 2:4, 419-420, DOI: 10.1080/09540129008257766 To link to this article: http://dx.doi.org/10.1080/09540129008257766
PLEASE SCROLL DOWN FOR ARTICLE Taylor & Francis makes every effort to ensure the accuracy of all the information (the “Content”) contained in the publications on our platform. However, Taylor & Francis, our agents, and our licensors make no representations or warranties whatsoever as to the accuracy, completeness, or suitability for any purpose of the Content. Any opinions and views expressed in this publication are the opinions and views of the authors, and are not the views of or endorsed by Taylor & Francis. The accuracy of the Content should not be relied upon and should be independently verified with primary sources of information. Taylor and Francis shall not be liable for any losses, actions, claims, proceedings, demands, costs, expenses, damages, and other liabilities whatsoever or howsoever caused arising directly or indirectly in connection with, in relation to or arising out of the use of the Content. This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone is expressly forbidden. Terms & Conditions of access and use can be found at http://www.tandfonline.com/page/termsand-conditions
AIDS CARE, VOL. 2, NO. 4,1990
419
Using mass media for HIVIAIDS prevention
Downloaded by [University of Auckland Library] at 14:08 08 October 2014
L. LISKIN Johns Hopkins University, Center fur Communication Programmes, Population Communication Senices and Population I n f i a t i o n Programme, 527 St. Paul Place, Baltimore, Maryland 21202, USA
Hundreds of journalists and radio and televi- large numbers of people. Worldwide about 2 sion reporters attended the Sixth Interna- billion people own radios and 960 million tional Conference on AIDS in San Fran- own television receivers (Church & Geller, cisco, and the mass media reported exten- 1990). Many more people have access to sively on the daily events-in and out of the family or village sets. These and other media conference centre. But the mass media are providing AIDS information essential for themselves and their role in AIDS preven- behaviour change to people all over the tion received scant attention during confer- globe. According to San Francisco conference proceedings. Compared with the Vth ence presentations, groups as diverse as International Conference in Montreal, there Moscow teenagers, French and Argentinean were far fewer oral and poster presentations adults, and American intravenous drug users about mass m d a and virtually no analysis cite the mass media as their major sources of of their potential in changing high-risk information about AIDS (Cohen et al., FD847); Fisman et al., FD841; Mozharova behaviour. In part, this absence reflects the low & Pokrovsky, FD872; Solomon et al., priority given in the entire conference to FD851). Even more important, people prebroad-based AIDS prevention activities. At- fer to get information from the mass media tention focused more on epidemiology of than from other sources, perhaps because the HIV infection and AIDS, vaccine develop- media are both anonymous and credible ment¶ drug trials, and in-depth studies of (Mozharova & Pokrovsky, FD872). Mass media bring more to AIDS presmall groups of homosexual men, prostitutes, and intravenous drug users. But the vention efforts than educating the public. absence also reflects a growing disillusion- Several .presentations in San Francisco add ment, stated by some conference presenters, to the accumulating evidence that carefully with the potential of mass media to change planned and developed projects, based on high-risk behaviour and an increasing belief thorough audience research, can change attithat only small-group or one-to-one inter- tudes and behaviour, stimulate people to personal activities can alter sexual and drug seek more information, and encourage greater use of testing and counselling serusing practices. Are these beliefs justified? What can the vices. Television has proved to be an impormass media accomplish for AIDS preven- tant component of Zaire’s AIDS prevention tion? The jury is still out, but this much is programme. Some 60 to 70% of Kinshasa clear-mass media have no peer in reaching residents surveyed in 1989 saw television
Downloaded by [University of Auckland Library] at 14:08 08 October 2014
420
S A N FRANCISCO SUMMARIES.L. LISKIN
spots and longer television dramas about AIDS. Almost all of the television viewers remembered the key messages of the dramas, and almost half reported that, after seeing the dramas, they decided to adopt safe sexual behaviour (Kyungu et d.,FD846). Educational video has changed attitudes and practices among urban Rwandan women. Produced locally with Rwandan actors and languages, the video provided AIDS information and emphasized practical skills for communicating with partners and negotiating condom use. Almost 1,500 women saw the video. They also participated in smallgroup discussion and received confidential HIV testing, counselling, and free condoms and/or spermicides. About one-third of the women later adopted safer sexual practices. Over 80%of these women listed the video as the Grst or second most important aspect of the intervention convincing them to change behaviour (Muska et d., ThD781). Mass media stimulate people to get additional information and services. Calls to the Michigan AIDS hotline tripled after statewide media campaigns using television, radio, newspaper, and billboards were launched. Over H)% of the callers in 1988 and over 40% in 1989 had heard about the hotline from the mass media. About one of every four clients in state HIV counselling and testing centers cited the media campaigns as their reason for attending (Bryce et d.,FD848). As with other AIDS prevention strategies, mass-media efforts will be effective only if they are properly planned and extensively pretested with the intended audience. Sensational news coverage or poorly planned mass-media efforts can actually AIDS prevention efforts* In Nigeria, for example, frightening and confusing information about AIDS in radio broadcasts. newspapers, and have in negative attitudes people with *IDS and unfounded fears about the risk of infection, according to small surveys in urban and
rural areas (Ogunyankin & Jinadu, FD843). In the UK a national media campaign using posters and television spots did not change high-risk behaviour among students or intravenous drug users attending drug dependency units. Although the campaign was targeted to drug users, neither of the groups surveyed perceived that the messages were aimed at them (Sherr, SC688). Much more needs to be learned about the role of mass media in AIDS prevention. The record from other health programmes is encouraging, however. More than 15 years of experience in family planning programmes shows that properly conducted mass-media promotion can increase sales of contraceptives, change attitudes toward family planning, stimulate conversation between sexual partners and peers, raise clinic attendance, and increase public acceptance of family planning. Moreover, surveys repeatedly show that most people welcome promotion and discussion of farmly planning in the mass media. In t h ~ srespect, people are often far ahead of policymakers in what they consider acceptable messages for mass media (Piotrow & Meyer, 1990). Using mass media effectively for AIDS prevention is the challenge for health educators in the 1990’s. Mass-media efforts are not a replacement for interpersonal communication or other forms of AIDS prevention. Instead, they are a much-needed partner in encouragmg healthier, safer behaviour.
References C. 8 GE-, J. (1990) LighU! Camma! Action! Promoting famdy planning with TV, Video, and Film. Population Repons, Series J, No. 38. Baltimore, Johns Hopkins University, Population Information Programme. P l o ~ o w aP.T. , & M m R , R.C.(1990) fiomotingfamdy planning: Findings jrom operations research and programme research. Presented at an International Conference and Workshop on Operations Research in FPnuly Planning, June 11-12, 1990, Columbia, Maryland.
CHURCH,
-
