Perceived impact of mass media campaigns on HIV/AIDS prevention among the youth in Oshana region, northern Namibia
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Date
2010
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Publisher
University of Namibia
Abstract
This study explores the perceived impact of mass media campaigns in communicating information on HIV/AIDS prevention to in-school (ISY) and out-of-school youth (OOSY) in Oshana Region, northern Namibia. Mass media campaigns have become one of the acknowledged means for stemming the rapid spread of HIV/AIDS in Africa. Since the first case of HIV/AIDS was diagnosed in Namibia in 1986, HIV/AIDS has become the number one cause of hospitalisation and death among people of all ages and of both sexes in the country. The mass media campaign organisations disseminate information through radio, television and printed materials based on the conventional health education model. Despite the high level of knowledge on HIV/AIDS which the youth were found to have, there is little change in their lifestyle and sexual behaviours and the HIV infections have continued at a high rate in the country. It is against this background that this study was conducted in Oshana Region, northern Namibia, one of the regions with a high HIV/AIDS infection rate in the country. The study employed a survey based on the probability sampling approach, using simple random and stratified sampling methods. Data were collected using self-administered questionnaires. Key theories and models of social behavioural change served as a cornerstone of the study in explaining how knowledge, belief and understanding influence behavioural change in young people towards HIV/AIDS prevention. Data analysis was conducted using Statistical Package in Social Science (SPSS) software and analysed in a descriptive manner. The data indicate that respondents have adequate knowledge of HIV/AIDS prevention. The study findings also revealed that youth have a good understanding and moderately high self-efficacy concerning HIV/AIDS prevention. Moreover, the study results indicate that mass media campaigns organisations only use the conventional health education model to disseminate information on behaviour change. Based on the study findings, the researcher proposes an integrated dialogical health communication model to disseminate information to the youth. The proposed model promotes change in life style and sexual behaviours based on dialogue and participation that empowers the youth to understand issues and environments in which they live as individuals and members of communities.
Description
A dissertation submitted in fulfillment of the requirements of the Degree of Doctor of Philosophy (Information Studies)
Keywords
Mass media, HIV/AIDS prevention