AEGiS-07IAC: Educating the media to play a responsible role in AIDS prevention.

7th International AIDS Conference


Florence, Italy — June 16-21, 1991

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Educating the media to play a responsible role in AIDS prevention.

Int Conf AIDS 1991 Jun 16-21; 7:454 (abstract no. W.D.4265)
Hernandez E, MacDonald G; Department of Health, Manila, Philippines

CONTEXT: Sensationalistic coverage of AIDS by the Manila media was fanning public fears of the disease and making it difficult for accurate information to be disseminated. PURPOSE: To increase the accuracy, timeliness and responsibility of the Manila print and broadcast media's coverage of HIV/AIDS in the Philippines.

METHOD: To address the specific interests and needs of busy journalists, the Department of Health (DOH) held ten informal briefings over dinner in Manila restaurants. Each briefing included 5-10 different working journalists who discussed HIV/AIDS with noted local experts. Misinformation was corrected and materials specially designed for journalists were distributed. Following up these briefings, the DOH sponsored two separate "media events" over lunch in a Manila hotel at which 40-60 working journalists per event had a chance to ask pointed questions about HIV/AIDS. For the first time in the Philippines, the media events included infected sex workers and a homosexual who spoke movingly to participants from behind a screen.

RESULTS: Following the briefings and media events, the DOH measured an increase in the accuracy of media stories about HIV/AIDS. Each media event also produced a surge in media coverage of the disease. Several months after the events, attending journalists were still more likely to provide balanced, accurate information on breaking developments.

DISCUSSION: Careful informal development of media contacts in formats designed to meet their specific needs can make a difference in the media's overall coverage of AIDS. Making unpaid use of the media's power requires full-time attention, however, since lapses in contacts can lead to decreases in accuracy and coverage.

Keywords: AEGIS, Acquired Immunodeficiency Syndrome, Mass Media, HIV Infections, Communication, Power (Psychology), Health Services Needs and Demand, Philippines, prevention & control, ICA7KWDaegis,acquiredimmunodeficiencysyndrome,massmedia,hivinfections,communication,power(psychology),healthservicesneedsanddemand,philippines,prevention&control,ica7
910616
WD4265

Copyright © 1991 - International AIDS Society (IAS). Reproduction of this abstract (other than one copy for personal reference) must be cleared through the IAS.