Bridging the Gap: Conference Record [Abstract book, International Conference on AIDS (12th: 1998: Geneva, Switzerland)]

730 Abstracts 34224-34229

12th World AIDS Conference

34224 Collaboration between AIDS NGO and mass media in
AIDS education efforts
Irina Savelieva1, M.A. Kouzmina2. 1PO. Box 130, Moscow 113303; 2The
Russian Names, Moscow, Russian
Issue: Mass media reporting on AIDS in Russia tends to be scarce, inaccurate,
fear-ridden and overly sensationalized.
Project: The Russian NAMES Fund developed a comprehensive strategy of
educating journalists and mobilizing them to disseminate prevention messages
and fight discrimination. It includes monthly information meetings focused on various medical and social aspects of AIDS, a bi-weekly newsletter for mass media
distributed in print and electronic format, AIDS awareness trainings and round
tables for media workers, and individual assistance to journalists in producing
accurate and sensitive materials on AIDS.
Results: Continuous two-way communication with journalists helped to identify
main obstacles to adequate media reporting, and to address them. Materials
provided at information meetings and in the newsletter were widely used by
various media. Collaboration between media and AIDS NGO resulted in joint
AIDS awareness projects on TV and radio.
Lessons Learned: AIDS NGOs can multiply their potential of educating the
public by providing journalists with story ideas and adequate information, and by
forming partnerships around AIDS awareness projects.
34225 Problems of communicating HIVAIDS prevention and
control in Nigeria: How has the media coped?
Omololu Falobi. Punch Newspapers, 1, Kuyeti Street Onipetesi Ikeja Lagos,
Nigeria
Issue: Unlike the case in most developed countries and some Third World nations, a lot of unfounded fears and fallacies still inhibit positive public response to
the realities of the HIV/AIDS pandemic in Nigeria. How has the media responded
to this information challenge?
Project: An intensive survey of media coverage of HIV/AIDS-related news from
1986-when the first HIV-positive Nigerian was diagnosed - to December 1997,
was conducted. Interviews were also held with editors and ranking journalists
on their understanding of HIV/AIDS and factors that affect their treatment of
news/features stories on AIDS. The project also reviewed activities of NGOs in
the Nigerian media that are in the vanguard of the AIDS campaigns.
Results: The mass media, like government agencies, have not lived up to its
responsibility of supplying the information needs of the Nigerian public, as far
as HIV/AIDS is concerned. The problems are essentially that of the deep-seated
bias, on the part of news managers, in favour of "more serious" tropical diseases
as well as general skepticism on the reality of HIV/AIDS. While media NGOs have
achieved some success, especially in the past four months, their efforts have
been handicapped by poor organisational skill.
Lessons Learned: Media intervention strategies for prevention and control
of HIV/AIDS must be sustained, focused and intensive, if they are to achieve
positive attitudinal change.
34226 The association between viewing sexually explicit and
violent television, pregnancy and HIV sexual risk-taking
among female adolescents
Gina Wingood1, R.J. Diclemente2, K. Harrington2. 11665 University Blvd, Ryals
Bldg. Rm 215 Birmingham, Alabama 35294-0022; 2UAB School Of Public
Health, Birmingham AL, USA
Objectives: To determine if there is an association between television (TV) viewing habits, pregnancy and HIV sexual risk-taking among African-American female
adolescents.
Study Design: A cross-sectional study.
Methods: Sexually active, African-American females, 14-18 years of age, attending adolescent health clinics were eligible to participate in the study. Willing
and eligible women (N = 240) completed surveys on their TV viewing habits and
sexual history. Four items assessed the teens self-reported frequency (# of hours)
of watching TV during the weekdays, on the weekends, and for the entire week.
Women also reported on the percentage of TV shows they viewed that depicted
women as sex objects, that depicted violence and that depicted men physically or
emotionally abusing women. A pregnancy test was obtained via a urine specimen.
Two self-report outcome variables were never having used condoms during sex
in the last 30 days and failing to use a condom at last intercourse.
Results: Women who tested positive for pregnancy reported, on average viewing more TV shows that depicted women as sex objects compared to women who
did not test positive for pregnancy (49.2 vs. 42.1; p <.05); women who never
used condoms in the last 30 days reported, on average viewing more TV shows
that depicted violence compared to women who used condoms in the last 30 days
(70.0 vs. 61.9; p <.03); women not using a condom at last intercourse reported,
on average viewing more TV shows that depicted men physically or emotionally
abusing women compared to women who used a condom at last intercourse (49.2

vs. 40.9; p <.009); additionally, women not using condoms at last intercourse
reported, on average viewing more TV shows that depicted violence compared
to women who a condom at last intercourse (66.8 vs. 60.7; p -.04).
Conclusion: This study suggests that the frequency of TV viewing is not associated with HIV sexual-risk taking. Conversely, viewing more TV shows that depict
greater sexual and violent content is associated with pregnancy and engaging in
HIV-related sexual risk taking. These findings suggest the need for encouraging

TV networks to decrease the content of sexual and violent messages in TV shows
and to increase the promotion of healthy sexual behaviors.
S34227 Four HIV/AIDS campaigns of public communication in
Chile (1991-1997) and peoples awareness of risk
Raquel Child1, P. Planet2, N. Meta2. 1Mac Iver 541 Of. 68 Santiago; 2Comision
Nacional del Sida Santiago, Chile
Subject: The principal aim of this work was to increase our understanding of the
evolution of risk and vulnerability awareness undergone by a selected sector of
the Chilean population as a consequence of the public communication campaigns
developped by the Chilean National AIDS Comission (CONASIDA) of the Ministry
of Public Health. We carried out quelitative and quantitative studies linked to
these public campaigns. The studies were focused on geographical areas of
highest HIV prevalence and within a sector of the population, between the ages
of 15-60.
The Project: Considering risk awareness as one of the basic element for the
development of preventive behaviour, it became apparent to us when producing
our first public campaign in 1991, the need to design tools and strategies directed
at modifying the consciousness of risk of individuals in regard to HIV/AIDS. Thus,
campaign design have undergone systematic pre-publicity testing of all advertising material designed to increase risk awareness, as well as qualitative and
quantitative analysis both before and after each public campaign.
Results: The analysis carried out has substantially deepened our knowledge
about the attitudes and opinions that have hindered the necessary changes in risk
awareness. As a result of this new knowledge, we have designed new campaigns
which have resulted in a noticeable change in the perception the population have
of vulnerability, to HIV. Thus, from an earlier vision of "risk groups" the population
have evolved to a consciousness of "risk behaviours". This is supported by the
results obtained after public opinion polls. Surveys carried out before our earliest
campaign placed risk perception mainly on homosexual conducts while recent
polls performed after our latest campaigns show that 40% of the persons tested
feel the risk is associated to their individual conducts.
Conclusions: The design of strategies aimed at improving preventive behaviour and efficiency in resource management require permanent qualitative
and quantitative follow-up as well as a continuos search of new sources of information. The resulting analysis should guide our strategies aimed at satisfying the
emerging needs for prevention of the population, specially in the most vulnerable
people to HIV/AIDS.
[34228 Knowledge and sources of information on HIV/AIDS
among radio listeners of a health-oriented radio program
Noel Juban, S.D.P. Mercado, G. Trillana. Doktora Foundation, 547 Pedro Gil St.
Ermita, Manila, Philippines
Objective: To determine the knowledge level and sources of information on
HIV/AIDS among radio listeners of a health-oriented radio program.
Design: Cross-sectional, descriptive.
Methods: All phone callers/listeners of the health-oriented radio program, Doktora, for two weeks were included in the study. Respondents were called up and
interviewed via the telephone with a pre-tested 9-item knowledge questionnaire.
Respondents were also asked regarding length of time listening to the program
and the major sources of information of their knowledge on HIV/AIDS. Descriptive
statistics was used for the demographic characteristics and chi-square to test for
association among variables.
Results: A total of 103 respondents (84 females, 19 males), age range of 6
years - 65 years, mean age of 36 years were included in the study. Major sources
of information are television (94%), radio (87%) and comics (38%). Scores in the
9-item questionnaire ranges from 2-9 with a mean score 5.6, mode of 5, and a
median of 6. There was no association noted with the length of time listening,
source of information and educational attainment with the knowledge scores
obtained.
Conclusion: Knowledge on HIV/AIDS remains moderate and wanting. The
major sources of information among the population concerned should be used
in targeting information campaign especially in areas where not all the means of
communication are available.
S34229 AIDS in first person: A Latin-American radio series from
the standpoint of people with AIDS (PWA)
Francisco J. Lagunes Gaitan. Apartado Postal 27-131, 06761 Mexico, D.F,
Mexico
Issues: Some critical challenges to empower PWA, through a specialized radio
series.
Project: To develop a radio series to create a public forum of participative communcation, with an insider's vision of living with AIDS. To achieve a selfconscious
human document.

Results: From March to June, 1997, through 23 weekly programs, AIDS in First
Person offered a pluralistic forum that carefully avoided common places of self
shame. Project's staff developed important expertise on how to incorporate PWA
in every stage of the series' production. 237 phonecalls to the station, received
by trained PWA, showed a growing concern and participation from PWA. Radio
and AIDS experts should be advisers of PWA, to be able to empower them. A
real client-centered product implies a PWA-centered staff.