Miss

Canadian Journal of Media Studies, Vol. 5(1)

129

HIV/AIDS Prevention Campaigns: a Critical Analysis Mian Ahmad Hanan Professor, Humanities and Communication University of Central Punjab, Lahore

KEYWORDS Steps in Communication Campaign Design, HIV/AIDS Prevention Program, Theories and Models of Health Communication, Advocacy, Importance of Language in Massage Construction, Steps in Behavior Change ABSTRACT In the absence of pharmacological, immunological, and medical interventions, the change in behavior and attitude of the public may only be considered a possible way for the prevention and cure for HIV/AIDS. The basic purpose of this study is to analyze the various communication models and steps that play a pivotal role in making successful communication campaigns for shaping public attitudes related to social stigmas and issues about HIV/AIDS. It further sheds light on the importance of combination of interpersonal and mass communication strategies for the development of these campaigns. In addition, this paper describes the significance of various components of effective message.

Introduction In the absence of pharmacological, immunological, and medical interventions, the change in behavior and attitude of the public may only be considered a possible way for the prevention and cure for HIV/AIDS (UNAIDS-WHO 1998, para, 10). Although the human immunodeficiency virus (HIV) has been identified as the etiological agent causing AIDS, transmissions of this virus depends largely on human behavior related to sexuality and drug use. Communication plays an important role in this process because it disseminates information that may prevent risk behavior and spread awareness leading to

Canadian Journal of Media Studies, Vol. 5(1)

130

the reduction of a social stigma. AIDS prevention programs disseminated through media or community awareness campaigns, are directed towards changing sexual practices and the use of intravenous needles. Most theories and

References: Abrahams, B. (2007). Celebrity support of Aids: The effectiveness of celebrities in destigmatizing AIDS sufferers. Retrieved on Mach 2008 from, http://aids-hiveducation.suite101.com/article.cfm/celebrity_support_of_aids Ajzen, I & Fishbein,M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research, MA:Addison-Wesley. Bacino, M., Epstein, A., & Green, J. (Producer), & Stern, S., H. (Director). (1996). Breaking the surface: The Greg Louganis Story. [Motion picture]. USA: USA Pictures. Baran, S. J., & Davis, D. K. (2003). Mass communication theory: Foundation ferment, and future (3rd ed.). Canada: Thomson Wadsworth. Brubaker, James D. (Producer), & Cristofer, M. (Director). (1998). Gia. [Motion picture]. USA: HBO. Canadian Health Agency Canada. (2003). HIV/AIDS communiqué, Vol. 2, No. 2. Retrained on March 12, 2007, fromhttp://www.phac-aspc.gc.ca/aidssida/publication/communiqué/com_spring_03-eng.php Ferguson, S. D. (1999). Communication planning: An integrated Approach. London: Sage Publication. Found. W. C. (1999). Techniques of project planning and implementation: ten steps to success. Toronto Institute of leadership and development. Gary, G., Utt, K., & Bozman, R. (Producer), & Cox, A., Demme, J., Zea, K. (Director). (1993). Philadelphia. [Motion picture]. USA: TriStar Pictures. Glanz, K., Rimer, B.K. & Lewis, F.M. (2002). Health Behavior and Health Education. Theory, Research and Practice. San Fransisco: Wiley & Sons. Hanan, M. A. (2003). MARCH- media awareness related campaign for HIV, project proposal. (unpublished). Canada: York University. Koballa, T. R., Jr. (1986). Persuading teachers to reexamine the innovative elementary science programs of yesterday. Journal of Research in Science and Teaching, 23(5), 437-449. Canadian Journal of Media Studies, Vol. 5(1) 157 Lewis, K. (1951). Field theory in social sciences: Selected theoretical papers. (D. Cartwright, Ed.). New York: Harper. Melkote R. S. & Steeves L. H. (2001). Communication for development in third world: theory and practice for empowerment. London Sage Publications. Monroe, A. H. (1945). Principles and types of speech. Glenview,II:Scott, Foresman. OGMHPSWG (Ontario Gay Men’s HIV Prevention Strategy Working Group). (2005). Re-invigorating HIV prevention for Ontario gay, bisexual and other men who have sex with men: A framework for Ontario’s gay men’s prevention strategy, Toronto: Ontario, Canada. Retrieved on April 12, 2007, from www.ru4real.ca/pdfs/Ontarios-Gay-Mens.pdf. Piotrow, P,T., Kincaid L,.W. & Rinehart W. (1997). Health communication: Lessons from family planning and reproductive health. Praeger, JHS. Population Reports. (1989). AIDS education: A beginning. Baltimore USA: Johan Hopkins University Centre for communication Programs, Population information Program. Rogers, E. M. (1962). Diffusion of Innovations. The Free Press. New York. Rosenstock, I. (1974). Historical Origins of the Health Belief Model. Health Education Monographs, Vol. 2, No. 4. Simons-Morton, B.G., Donohew, L., & Crump, A.D. (1997). Health communication in the prevention of alcohol, tobacco, and drug use. Health Education & Behavior, 24, 544-554. Singh, J. (2006). HIV/AIDS prevention & creating awareness role of media. Retrieved on July 11, 2007 from, www.boloji.com/society/086.htm. UNAIDS/PennState Project. (1999). Communications Framework for HIV/AIDS: A New Direction. UNAIDS. (2005). Aids epidemic update, Retrieved on August 2, 2008 from http://www.unaids.org/epi/2005/doc/EPIupdate2005_pdf_en/epiudate2005_en.pdf. Canadian Journal of Media Studies, Vol. 5(1) 158 UNAIDS. (1999). Sexual behavioral change for HIV: Where have theories taken us? Geneva: UNAIDS. UNAIDS/WHO. (1998). UNAIDS Progress Report. Geneva: UNAIDS/WHO U.S. Department of Health & Human Services. (2000). Healthy people 2010:Understanding and improving health. (2 nd ed.). Washington, DC. U.S. Government Printing Office. Witte, K. (1992). Putting fear back into fear appeals: the extended parallel process model. Communication Monographs, vol.59. Retrieved on December 11, 2007, from www.msu.edu/~wittek/fearback.htm Wlodkowski, Stanely, J. (Producer), & Rene, N. (Director). (1990). Longtime Companion. [Motion picture]. USA: PBS. Young, S. (Producer), & Elikann, L. (Director). (1995). A Mother’s Prayer. [Motion picture]. USA: USA Pictures.