Perspectives of media in health and social care
Media Perspectives on Health and Social Care
The objective of this essay is to understand the representations of the media in Human Immunodeficiency Virus (HIV)/AIDS issue on gays and bisexual persons within health and social care setting. The importance of the mass media will be discussed to gain insight in promoting awareness on HIV/AIDS. It will clarify some specific theories and models of approach as they relate to mass media context in relation to the case studies and conclude.
Irwin et al (2003) assert that the prevalence of HIV/AIDS epidemic in both developing and developed world including the United Kingdom (UK) has increased to a level that is beyond the control of the human behaviours; as a result, the increasing rate of people infected with the HIV/AIDS and the rate of people dying in terms of mortality rate have caused a concern among policy makers, journalists, governments and the Non-Governmental Organisations (NGOs) throughout the entire world. For example, people infected are estimated at 34 million with HIV/AIDS while people who died is at 1.7 million globally (UNAIDS 2012). This led journalists across the globe including the United Kingdom (UK) to adopt strategies and develop tools to combat the epidemics.
Hart (1991) defines mass media as devices that simultaneously transmit messages to large numbers of people and indicates that media are classified in three different kinds which include presentational, representational, and mechanical or electronic media. The mass media performs three key functions: educating, shaping public relations, and advocating for a particular policy or point of view. As education tools, media not only impart knowledge, but can be part of larger efforts to promote health issues and other related activities (e.g., social marketing) to promote behaviour change social utility (Department of Health 2011). For instance, when using the social marketing, the mass media targets a particular through poster and
The objective of this essay is to understand the representations of the media in Human Immunodeficiency Virus (HIV)/AIDS issue on gays and bisexual persons within health and social care setting. The importance of the mass media will be discussed to gain insight in promoting awareness on HIV/AIDS. It will clarify some specific theories and models of approach as they relate to mass media context in relation to the case studies and conclude.
Irwin et al (2003) assert that the prevalence of HIV/AIDS epidemic in both developing and developed world including the United Kingdom (UK) has increased to a level that is beyond the control of the human behaviours; as a result, the increasing rate of people infected with the HIV/AIDS and the rate of people dying in terms of mortality rate have caused a concern among policy makers, journalists, governments and the Non-Governmental Organisations (NGOs) throughout the entire world. For example, people infected are estimated at 34 million with HIV/AIDS while people who died is at 1.7 million globally (UNAIDS 2012). This led journalists across the globe including the United Kingdom (UK) to adopt strategies and develop tools to combat the epidemics.
Hart (1991) defines mass media as devices that simultaneously transmit messages to large numbers of people and indicates that media are classified in three different kinds which include presentational, representational, and mechanical or electronic media. The mass media performs three key functions: educating, shaping public relations, and advocating for a particular policy or point of view. As education tools, media not only impart knowledge, but can be part of larger efforts to promote health issues and other related activities (e.g., social marketing) to promote behaviour change social utility (Department of Health 2011). For instance, when using the social marketing, the mass media targets a particular through poster and