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The country of Uganda has an HIV rate of approximately 6.3% countrywide, but in northern Uganda rates have been significantly higher (UNAIDS, 2011). In northern Uganda, a region that has faced decades of war and conflict, 1.2 million people live with HIV. The Extended Parallel Process Model (EPPM) and Social Cognitive Theory (SCT) are used as the theoretical framework in examining how on the ground development practitioners create programming that is the most beneficial in behavior change. Both theories have been used extensively in the design and implementation of HIV/AIDS prevention programs. However, there tends to be little consistency among scholars on what types of behavior change approaches are the most effective, especially in those countries that are most impacted by the AIDS epidemic. The goal of this study was to examine the views of practitioners who work directly with recipients and identify some of the most effective strategies and messages tailored for Northern Uganda based on the EPPM and SCT. A qualitative approach was used in the study. A sample of current, or past long-term (at least two years working in the field) development practitioners from international agencies such as the United States Peace Corps, USAID, International Rescue Committee (IRC), among others. Data were gathered through in-depth interviews, which were conducted online due to geographic constraints of the interviewees, with selected participants currently scattered throughout the United States and sub-Saharan Africa. The study reports practitioners' views on most effective communication strategies and messages based on experiences while working in northern Uganda. Some of the variables examined include the strategies for changing the belief systems of the population that curb the spread of the AIDS epidemic; self-efficacy strategies; and the nature and level of fear appeal appropriate for the Northern Ugandan situation; and their overall view. Findings of the study indicate respondents feel fear appeal messaging may be ill suited for use in Northern Uganda. Culture-centered approaches may be of best use during the transition from war to reconciliation. Results of the study will help to inform future HIV/AIDS prevention programs on best practices that are both theory and research based.
' Awarded the Annual Award for Distinguished Scholarly Book in Applied Communication, by the National Communication Association, USA? `This gripping narrative not only documents the history of humankind's interaction with a clever virus, it brings to the forefront the much and understated and underused role of communication in HIV and AIDS prevention, care and treatment. Singhal and Rogers remind us that our global environment is shaped by powerful communication means and methods that, if properly harnessed, can help defeat the plague of the 21st century' - Neil McKee, Senior Technical Advisor for HIV/AIDS and Adolescent Health, Johns Hopkins University `This book is an important contribution to AIDS education globally. The rich and diverse cases analyze, humanize and contextualize the continuum of HIV/AIDS prevention, care and support. Researchers and practitioners will find this book most useful' - Collins Airhihenbuwa, Professor of Bio-Behavioural Health, Penn State University `Educating people about AIDS is one of the biggest communication challenges that we face today. This remarkable book is a must-read for anyone who wants to understand the challenges and ways to overcome it. Thorough and hopeful, this is one of those books that can actually make a difference in this world' - Emanuel Rosen, author of 'The Anatomy of Buzz' `A thoroughly readable and inspiring book by two of the world's foremost health communication experts. Accessible and personalised, it is a "must-read" for all those interested in AIDS prevention, care and support' - Shereen Usdin, Co-Founder of the Soul City Institute of Health and Development Communication, South Africa `This book provides a comprehensive analysis of the strategies related to HIV/AIDS communications. It is published at a critical moment as the world increasingly realizes the role of communication in the fight against HIV/AIDS' - Rafael Obregon, Social Communication Advisor, Pan American Health Organization `Combating AIDS is slickly written using commicators' theories, taking the reader step-by-step through various arguments, and using repitition to ingrain them in the reader's mind' - Ritu Priya, Nature HIV/AIDS is a matter of global concern. The world is now more than 20 years into the HIV/AIDS crisis with no vaccine in sight, and relatively few effective and sustainable prevention programs. Although the rate of HIV infection and AIDS deaths has declined in the richer nations of the developed world, infection rates are soaring in developing countries. AIDS is now the leading cause of death in Africa, and the fourth leading cause of death globally. The purpose of this book is to synthesize critical lessons about effective HIV/AIDS prevention programmes, with a major emphasis on communication strategies. The authors feel that despite the growing AIDS crisis, the world is making poor use of behaviour change and communication strategies for HIV/AIDS prevention. To begin with, the role of communication strategies in HIV prevention, care and support has been grossly underestimated. Prevention is shortchanged, despite the fact that no cure for AIDS has been found, and the cost of anti-retroviral therapy is out of reach for most who need it. Many communication strategies are culturally inappropriate, so they may offend public sensitivities, which is easy to do when dealing with a sensitive topic that involves sex, stigma and death. Combating AIDS: Communicaton Strategies in Action focuses on communication strategies that could mobilize political action, target high-risk groups, and overcome stigma. The authors have also described and analyzed the value of entertainment-education strategy in HIV prevention
Research Paper (postgraduate) from the year 2011 in the subject Medicine - Epidemiology, course: -, language: English, abstract: The main objective this study was to find out the level of knowledge and awareness of youths in secondary schools on HIV/AIDs as one of the objectives in achieving the Kenya National HIV/AIDS communication strategy. Adopting a survey design, qualitative techniques, questionnaires, interviews and documentation, a sample of 996 was selected from a target population of 8,354 students. The study was based on a theoretical and conceptual framework with key concepts derived from Harold Lasswel theory of 1948, which has been developed to Modern Communication Theory. The data was analysed thematically. Results indicate that about (99%) of the respondents had heard about AIDS compared to only 4 (1%) who had not. Knowledge had no statistically significant relationship with risk of HIV and AIDS. About 53.3% of the respondents reported to have had sex, with males being more likely to have an early sexual debut. Sexual activity was higher among peri-urban respondents (37%) who also had more than 3 sexual partners. About 71.4% of the respondents were willing to change their behaviour to avoid contracting HIV. On bivariate analysis, exposure to risk factors was dependent on gender (p
Critical health communication scholars point out that the acceptance of HIV risk prevention methods are bound inside inequitable structures of power and knowledge. Nicola Bulled’s in-depth ethnographic account of how these messages are selected, transmitted and reacted to by young adults in the AIDS-torn population of Lesotho in southern Africa provides a crucial example of the importance of a culture-centered approach to health communication. She shows the clash between traditional western perceptions of how increased knowledge will increase compliance with western ideas of prevention, and mixed messages offered by local religious, educational, and media institutions. Bulled also demonstrates how structural and geographical forces prevent the delivery and acceptance of health messages, and how local communities shape their own knowledge of health, disease and illness. This volume will be of interest to medical anthropologists and sociologists, to those in health communication, and to researchers working on issues related to HIV.