Eradicating Discriminatory Attitudes Against People Living with HIVI AIDS

Role of the Mass Media

Abstract

The issue of discriminations perpetrated by the society against people living with the Human Immuno-deficiency Virus (HW) that causes the Acquired Immune Deficiency Syndrome (AIDS) has provoked different reactions from public health and human rights campaigners who see the discrimination as hindrances to the campaigns against the spread of the deadly pandemic. The mass media, credited with having the valid credentials for mobilizing the people to participate in a new idea, have been employed in the campaigns to provide information and educate the members of the public on the need for them to change their attitudes and behaviours towards those living with the virus. However, these efforts have not produced the desired result. This study was undertaken to discover the roles of the mass media in the campaigns and what impact the news media's involvement has made to the realization of the campaign objectives. Expectedly, the result showed that, indeed, the mass media provided information to the people that did result in attitude and
behaviour changes.