The Impact of Media Campaigns on the Fight Against Hiv/Aids in Uganda

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THE IMPACT OF MEDIA CAMPAIGNS ON THE FIGHT AGAINST HIV/AIDS IN UGANDA A CASE STUDY OF GULU MUNICIPALITY

BY

EGYEYU Henry

A RESEARCH REPORT SUBMITTED TO UGANDA NATIONAL EXAMINATIONS BOARD IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF A
DIPLOMA IN JOURNALISM
APRIL 2013

Declaration

I, EGYEYU Henry, do hereby declare that this work is original and to the best of my knowledge, never been submitted to any other institution for a ward of any Diploma OR Degree. Where the work of others has been used, reference has been made there of. EGYEYU Henry

 

Approval

This research REPORT under the topic “The Impact of media campaigns on the fight against HIV/Aids in Uganda: A case study of Gulu Municipality” has been submitted by AYESIGYE Kenneth for the award of a Diploma in Journalism of Uganda National Examination Board

MR LAWINO Sam
(Supervisor)
 

Dedication

To the memory of my grand father
KIIRU John
Whose love & enthusiasm for academia first rekindled mine!

Acknowledgement

I extend a vote of thanks to a number of people who unreservedly, contributed towards the accomplishment of this research work. I also would like to acknowledge the assistance and role played by the following personalities to the successful completion of this study. I cannot say exactly how grateful I am to my supervisor Mr. Lawino Sam. His guidance in this study was beyond measure. Thank you also for providing me with professional advice, encouragement and your time that has spurred me to success. In the same way, I would like to thank the management and staff of Gulu Municipality and the proprietors of the selected businesses for the time they gave me most especially in Pece & Laroo dimedia, surely, without their input, this study would not have come to fruition. I cannot forget the efforts of the staff of NIBS especially the lecturers for their input and effort that made me acquire the invaluable knowledge. Your contribution can never be quantified but will always be reminiscent whenever I look through this paper. Lastly, I thank my parents for sacrificing the little they had, in thick and thin and invested in my after me and enabling me to acquire a lifelong investment. Thank you all

EGYEYU Henry
 

Table of Contents

Declarationi
Approvalii
Dedicationiii
Acknowledgementiv
Table of Contentsv
List of Acronymsviii
Abstractix

CHAPTER ONE (INTRODUCTION & BACKGROUND)1
1.0 Introduction1
1.1 Background of the study1
1.2 Statement of the problem3
1.3 Purpose of the study4
1.4 Objectives of the study4
1.5 Research questions5
1.6 Scope of the study5
1.6.1 Subject scope5
1.6.2 Geographical scope5
1.6.3 Time scope5
1.7 Significance of the study6

CHAPTER TWO (LITERATURE REVIEW)7
2.0 Introduction7
2.1 Media Campaign7
2.1.1 Developing a Campaign8
2.1.2 Campaign Effectiveness9
2.2 What Makes an Effective Campaign?10
2.3 Kaiser’s Philosophy on Media Campaigns11
2.4 Role of Media12
2.5 The HIV Epidemic in Uganda15
2.6.1 The Context of the HIV Epidemic in Uganda16
2.6.2 Priority Areas18
2.6.2.1 Orphans18
2.6.2.2 Women and HIV19
2.6.3 Trauma and HIV19
2.6.4 Stigma and HIV19
2.6.5 Comprehensive Clinical HIV Care20
2.6.6 Biology and Control of Tropical HIV20
2.7 HIV/AIDS and mass media reception20
2.7 Conclusions21

CHAPTER THREE (METHODOLOGY)22
3.0 Introduction22
3.1 Research design22
3.2 Study population22
3.3 Sampling22
3.3.1 Sampling design22
3.3.2 Sample size23
3.3.3 Sampling procedure23
3.4 Study variables23
3.5 Sources of data23
3.5.1 Secondary data Collection23
3.5.2 Primary Data collection24
3.6 Methods of data collection and instruments.24
3.6.1 Questionnaires.24
3.6.2 Interviews24
3.6.3 Observation25
3.7 Data processing...
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