Edutainment communication strategies against HIV/AIDS through radio : case study of Radio Ukhozi FM and Radio Dimsti-Hafash.

Abstract

Today. the pandemic of HIV/AIDS has become a serious challenge especially in developing and underdeveloped nations. For this reason, all nations, different health institutions and nongovernmental organizations are investing their wealth to increase public awareness on the seriousness of this pandemic disease. Media institutions also play an unparalleled role in controlling HIV/AIDS through educating the society. HIV/AIDS is a great threat both to South Africa and Eritrea as they are part of the Sahale Sahara of Africa. That area is highly affected and infected by the pandemic. It is certain that media have been used to disseminate information in the society about HIV/AIDS in both countries. This study attempts to identify the nature of communication strategies that are employed against HIV/AIDS by Radio Ukhozi FM in South Africa and Radio Dimitsi-Hafash Programme Tigringa in Eritrea. The study attempts to identify the communication formats that both radio stations utilize to increase public awareness about HIV/AIDS. It also examines whether both stations are using Entertainment-Educational communication strategies to disseminate HIV/AIDS messages. Furthermore, the study assesses target audience participation; both stations assessment of their programme and scheduling of HIV/AIDS awareness messages. Finally, it attempts to single out the challenges that both stations encounter in designing messages for combating HIV/AIDS in their respective communities.