Press ReleasesInternews Outlines Method for Improving Radio Coverage of HIV/AIDS in Kenya
(October 25, 2006) A new report by Internews Network specialists in using the media to reduce the spread of HIV/AIDS concludes, "it’s impossible for development needs to be addressed effectively without involving the local media." Mia Malan and Elizabeth Gold, Internews' Senior Advisors for Health Journalism, outlined factors in the improved radio coverage of HIV/AIDS in Kenya in a report that Malan is presenting at a poster session at the World Congress on Communications for Development in Rome, Italy today. The report, "Radio Content Analysis Shows Improved Radio News Coverage of HIV in Kenya," describes the key components and underlying principles of Local Voices, a project established by Internews in 2003 with funding from the U.S. Agency for International Development. Local Voices was designed to foster more accurate, effective coverage of HIV/AIDS in Kenya by offering a range of support services to radio professionals to improve their reporting on this vitally important issue. Before and twice during the Local Voices project, Internews contracted with Steadman International, an independent research firm based in Kenya, to analyze the quality and quantity of programming on HIV/AIDS on Kenyan radio. Steadman was assisted by international monitoring and evaluation consultants. The results demonstrated that the coverage of HIV/AIDS issues on Kenyan radio has improved greatly since 2003. Radio stations have increased the number of programs not supported by donors; they are airing more HIV programs during prime time; they are covering a greater variety of HIV topics; they increasingly include the voices of those directly affected by HIV; and major broadcasters have created more slots for HIV/AIDS programming. The key components of the Local Voices project, which Internews Network has implemented in Kenya, Nigeria, Ethiopia and, on a smaller scale, in Côte d'Ivoire, include a media resource center and a radio production studio for local journalists to use in creating programs on HIV/AIDS; intensive hands-on training for radio journalists, talk show hosts, and deejays; modest travel and equipment grants for radio professionals; and training for AIDS NGOs on effective communication strategies. “By addressing the reality of the Kenyan media context, by involving media decision-makers from the outset, by providing on the ground ongoing support and mentoring as well as easy access to information and resources—the project was designed to enable the journalists to improve their HIV reporting and play a more meaningful role in helping Kenyan society to cope with AIDS,” say Malan and Gold in their paper. The paper cites some of the many studies that have shown the importance of mass media in shaping beliefs about HIV/AIDS and in influencing public policy. News coverage of AIDS in the United States and other Western countries has evolved over time, but in many parts of the world, the media’s reporting of HIV/AIDS is still often sensationalistic and misleading, continuing to fuel fear and misconceptions and promote stigmatization and discrimination towards those living with HIV. Some attempts by international agencies to educate local journalists about HIV/AIDS have not been successful because they have not taken into account the journalists’ needs and constraints and the media environment in which the journalists work, according to the paper. Malan and Gold conclude that a long-term media capacity building strategy such as that implemented by Local Voices seems to be far more effective in improving coverage of HIV issues than stand-alone trainings or the one-time sponsorship of HIV/AIDS programs. According to the paper, the effectiveness of Local Voices has broader implications for communicating for development. Describing the Local Voices approach, the authors say, "It views the local media as a significant force in helping societies to cope with the epidemic, and therefore one worth investing in as a long-term strategy. Equipping the media with the skills and resources to take on this complex issue for years to come is proving to be a far more sustainable approach than one-time campaigns or donor sponsored programs." The World Congress on Communication for Development, which is being held in Rome, Italy on October 25-27, focuses on how communication for development can best contribute to international development. WCCD is organized by the World Bank, the Food and Agriculture Organization of the United Nations, and the Communication Initiative. FOR MORE INFORMATION: Full Paper – Radio Content Analysis Shows Improved Radio News Coverage of HIV in Kenya |
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