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Perceived Impact of Mass Media Campaigns on Hiv/Aids

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Perceived Impact of Mass Media Campaigns on Hiv/Aids PERCEIVED IMPACT OF MASS MEDIA CAMPAIGNS ON HIV/AIDS PREVENTION AMONG THE YOUTH IN OSHANA REGION, NORTHERN NAMIBIA A DISSERTATION SUBMITTED IN FULFILMENT OF THE REQUIREMENTS OF THE DEGREE OF DOCTOR OF PHILOSOPHY (INFORMATION STUDIES) IN THE FACULTY OF HUMANITIES AND SOCIAL SCIENCES, DEPARTMENT OF COMMUNICATION AND INFORMATION STUDIES DOCTOR OF PHILOSOPHY OF THE UNIVERSITY OF NAMIBIA BY REGINA MPINGANA SHIKONGO APRIL 2010 Main Supervisor : Prof Kingo Mchombu, Department of Information and Communication Studies, University of Namibia Co-supervisor : Prof Agnes van Dyk, School of Nursing and Public Health, University of Namibia 1 ABSTRACT This study explores the perceived impact of mass media campaigns in communicating information on HIV/AIDS prevention to in-school (ISY) and out-of-school youth (OOSY) in Oshana Region, northern Namibia. Mass media campaigns have become one of the acknowledged means for stemming the rapid spread of HIV/AIDS in Africa. Since the first case of HIV/AIDS was diagnosed in Namibia in 1986, HIV/AIDS has become the number one cause of hospitalisation and death among people of all ages and of both sexes in the country. The mass media campaign organisations disseminate information through radio, television and printed materials based on the conventional health education model. Despite the high level of knowledge on HIV/AIDS which the youth were found to have, there is little change in their lifestyle and sexual behaviours and the HIV infections have continued at a high rate in the country. It is against this background that this study was conducted in Oshana Region, northern Namibia, one of the regions with a high HIV/AIDS infection rate in the country. The study employed a survey based on the probability sampling approach, using simple random and stratified sampling methods. Data were collected using self-administered questionnaires. Key theories and models of social behavioural change served as a cornerstone of the study in explaining how knowledge, belief and understanding influence behavioural change in young people towards HIV/AIDS prevention. Data analysis was conducted using Statistical Package in Social Science (SPSS) software and analysed in a descriptive manner. The data indicate that respondents have adequate knowledge of HIV/AIDS prevention. 2 The study findings also revealed that youth have a good understanding and moderately high self-efficacy concerning HIV/AIDS prevention. Moreover, the study results indicate that mass media campaigns organisations only use the conventional health education model to disseminate information on behaviour change. Based on the study findings, the researcher proposes an integrated dialogical health communication model to disseminate information to the youth. The proposed model promotes change in life style and sexual behaviours based on dialogue and participation that empowers the youth to understand issues and environments in which they live as individuals and members of communities. 3 DEDICATION I dedicate this dissertation to: “The Lord is my Shepherd; I shall not want”. Psalm: 23 My late mother, Hilda Natshipolo Nuuyoma (1918 -2008) and my late sister, Evelina Tshalongo Tshikongo (1950-2008) in memory of their love, kindness and endurance. My late mother and sister have been my good friends and both died while I was on study leave to pursue this study. May their souls rest in eternal life. 4 DECLARATION I, Regina Mpingana Shikongo, hereby declare that “perceived impact of mass media campaigns on HIV/AIDS prevention among the youth in Oshana Region, northern Namibia” is a true reflection of my own research, and that this work, or part thereof has not been submitted for a degree in any other institution of higher education. No part of this dissertation may be reproduced, stored in any retrieval system, or transmitted in any form, or by means without the prior written permission of the author, or The University of Namibia in that behalf. I, Regina Mpingana Shikongo, grant The University of Namibia the right to reproduce this dissertation in whole or in part, in any manner or format, which The University of Namibia may deem fit, for any person or institution requiring it for study and research; providing that The University of Namibia shall waive this right if the whole dissertation has been or is being published in a manner satisfactory to the University. …………………………… [Signature] Date…22nd April 2010 Regina Mpingana Shikongo 5 ACKNOWLEDGEMENTS I wish to thank Almighty God for wisdom, strength and understanding to pursue this study with vigour and dedication. I am grateful to the University of Namibia for granting me study leave and for all humanitarian and financial support given me to pursue this study. My special thanks go to my main supervisor, Professor Kingo Mchombu, for his professional, continuous, invaluable assistance through many drafts; his patience, encouragement and guidance, assisted me to focus ideas and clarify aims. I have learnt a great deal from working with him. I valued his guidance very much. I would also like to express my sincere thanks and appreciation to my second supervisor, Professor Agnes van Dyk, for her professional, continuous support and advice which has been a source of encouragement throughout my study. My special thanks and appreciation go to Anna Kaduma for helping me with my data analysis using the Statistical Package for Social Sciences (SPSS). My deepest appreciation goes to my husband, Jason Shoningele Shikongo, for his continuous support, encouragement and understanding throughout my study period. I appreciate having a husband of his calibre. 6 To all my dearest friends, colleagues and relatives who helped me in diverse ways to produce this dissertation, I would like to wholeheartedly thank them for their support and guidance during my busiest and difficult time while pursuing this study. I would like also to thank the Ministry of Education, especially the entire Directorate of Education, Oshana region, (Director, School Inspectors, School Principals, Head of Departments, teachers, learners and the entire staff) for allowing me to conduct research at their facilities and assisting me to pursue my study and answering my research questions. Finally, I thank those people who have helped me directly and indirectly to produce this dissertation. Thank you and May God Bless you All. 7 LIST OF ABBREVIATIONS ABC Abstinence, Be faithful and Condom use AIDS Acquired Immunodeficiency Syndrome ANC Ante Natal Clinic ARV Anti Retroviral CACO Constituency AIDS Coordinating Committee GDHS Ghana Demographic Health Surveys GRN Government of the Republic of Namibia HBM Health Belief Model HE Health Education HIV Human Immunodeficiency Virus IEC Information Education and Communication ISY In-School Youth KAP‟s Knowledge, Attitudes and Practices KAPB‟s Knowledge, Attitudes, Practice and Behaviours MDG Millennium Development Goals MoE Ministry of Education MoHSS Ministry of Health and Social Services MTP Medium Term Programme MFMC My Future is My Choice NAC National AIDS Committee NACP National AIDS Control Programme NACOP National AIDS Coordination Programme NDHS Namibia Demographic Health Surveys 8 NBC Namibia Broadcasting Corporation NPC National Planning Commission NYEFU Namibia Youth Enterprises Fighting Unemployment OOSY Out-of- School Youth PHC Primary Health Care PMTCT Prevention from mother to child transmission RACOC Regional AIDS Coordinating Committee SADC Southern African Development Community SSA Sub-Saharan Africa STD‟s Sexually Transmitted Diseases STI‟s Sexual Transmitted Infections SRH Sexual and Reproductive Health SPSS Statistical Package in Social Sciences TKMOAMS Tate Kalunga Mweneka Omukithi gwo AIDS Moshilongo Shetu TV Television UN United Nations UNAIDS Joint United Nations Programme on HIV/AIDS UNAM University of Namibia UNDP United Nations Development Programme UNESCO United Nations Educational Scientific and Cultural Organisations UNFPA United Nations Population Fund UNICEF United Nations Children‟s Fund USAID United States Agency for International Development WHO World Health Organisation 9 TABLE OF CONTENT ABSTRACT ...................................................................................................................................... 2 DEDICATION ...................................................................................................................................... 4 DECLARATION .................................................................................................................................... 5 ACKNOWLEDGEMENTS ................................................................................................................... 6 LIST OF ABBREVIATIONS ................................................................................................. 8 CHAPTER 1: INTRODUCTION AND BACKGROUND TO THE STUDY ................................ 18 1.1 Introduction..................................................................................................................... 18 1.2 Background information on Namibia in relation to health issues ................................... 18 1.3 Background information about HIV/AIDS ..................................................................... 24 1.4 Statement of the problem ................................................................................................ 29 1.5 Purpose of the study ........................................................................................................ 32 1.6 Specific objectives
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