Title: Young South Africans, broadcast media, and HIV / AIDS awareness: results of a national survey.

POPLINE Document Number: 314776

Corporate Author(s):

Henry J. Kaiser Family Foundation
South African Broadcasting Corporation [SABC]

Source citation:

Menlo Park, California, Henry J. Kaiser Family Foundation, 2007 Mar. 58 p.

Abstract:

HIV prevention efforts in South Africa are at a critical stage. Considerable investment in HIV/AIDS awareness and education through the media and other programs has been made in recent years. Previous surveys have found high levels of awareness among young people about HIV, the means of transmission and the required sexual behavioral modifications. However, surveys have also found that many sexually active youth still do not think of themselves as personally at risk of HIV infection, and misconceptions about the transmission, prevention, and treatment of HIV/AIDS still exist. Broadcast and other media have a crucial role to play in promoting sustained behavior change for HIV prevention. However, more research is needed to understand the reach of current media messaging, as well as the types of messages that resonate most with young people. The purpose of the current study is to help inform the approach of the national public broadcasters and other broadcasters in South Africa to HIV/AIDS messagingand programming in the future, as well as other principal actors in the field of HIV prevention. In order to do this, we conducted a nationwide survey of young South Africans, including questions designed to: Gauge what media young people use and how often they use it; Assess the general attitudes of young people towards broadcast media programming in relation to HIV/AIDS; Measure exposure to and attitudes about various HIV/AIDS communications campaigns that have run on radio and television; Determine young South Africans' general feelings about their lives and their future; Assess the general level of HIV/AIDS awareness and knowledge among young people; Measure sexual behavior patterns and perceptions of risk of HIV infection. (excerpt)

Keywords:

South Africa
Research Report
KAP Surveys
Youth
Persons Living With HIV/AIDS
Broadcast Media
Campaigns
HIV Prevention
Health Education
Sex Behavior
HIV Testing
Pregnancy, Unplanned
Africa, Southern
Africa, Sub Saharan
Africa
Developing Countries
Surveys
Sampling Studies
Studies
Research Methodology
Age Factors
Population Characteristics
Demographic Factors
Population
HIV Infections
Viral Diseases
Diseases
Mass Media
Communication
Communication Programs
Education
Behavior
Laboratory Examinations and Diagnoses
Examinations and Diagnoses
Medical Procedures
Medicine
Health Services
Delivery of Health Care
Health
Reproductive Behavior
Fertility
Population Dynamics