ASSESSMENT OF THE PERCEPTIONS OF LUSAKA YOUTHS ON MEDIA COVERAGE OF HIV AND AIDS ISSUES AFFECTING THEM: A CASE STUDY OF THE ZAMBIA NATIONAL BROADCASTING CORPORATION (ZNBC) By OSWALD MUTALE A dissertation submitted to the University of Zambia in partial fulfilment of the requirements for the Degree of Master of Mass Communication THE UNIVERSITY OF ZAMBIA Lusaka 2011 I, Oswald Mutale, declare that this dissertation: (a) Represents my own work (b) Has not previously been submitted for a degree at this or any other University; and (c) Does not incorporate any published work or material from another dissertation Signed: ............................................................................. Date: ................................................................................ i All rights reserved. No part of this dissertation may be reproduced or stored in any form or by any means without prior permission in writing from the author or the University of Zambia. ii APPROVAL This dissertation of Oswald Mutale is approved as fulfilling the partial requirements for the award of the degree of Master of Mass Communication by the University of Zambia. Signed: Date …………………………............. ................................................ …………………………............. ................................................ …………………………............. ................................................ …………………………............. ................................................ iii ABSTRACT This study assesses the perceptions of Lusaka youths on media coverage of HIV and AIDS issues affecting them and focuses on the Zambia National Broadcasting Corporation (ZNBC). The aim of the study was to assess the perceptions of Lusaka youths on various HIV and AIDS youth programmes disseminated by ZNBC. The study addressed critical questions such as: Are the Lusaka youths satisfied with the amount of HIV and AIDS information disseminated by ZNBC? Are HIV and AIDS messages disseminated by ZNBC appropriate? Data were obtained from youths around Lusaka, ZNBC members of staff, Youth Workers and relevant documents on various HIV and AIDS issues. Research tools used to collect data were in-depth interviews and Focus Group Discussions. The study revealed that ZNBC was not adequately covering HIV and AIDS issues affecting the youth. A number of factors were identified as being reasons for this state of affairs. These included lack of funds and equipment such as cameras and editing machines. In order to increase HIV and AIDS youth programmes on ZNBC radio and television, respondents called for more funding to enable the national broadcaster acquire equipment, transport and employ more staff. In addition, the respondents urged the ZNBC management to review its editorial policy and give priority to HIV and AIDS youth programmes. In view of these findings, the study recommends the following: Government which owns ZNBC should as a matter of urgency increase funding to the station. Secondly, ZNBC management should employ more staff in critical areas such as the News and Current Affairs, Television and Radio sections. In addition, ZNBC should come up with measures to encourage its Reporters and Producers to cover HIV and AIDS extensively. Finally, ZNBC should increase the use of local languages when disseminating HIV and AIDS information to the youth. iv To my dear wife, Suwilanji, my Children, Makungo and Chensha. v ACKNOWLEDGEMENT I thank the almighty God for providing light even during the darkest days of my life. Dear Lord, thank you for making me what I am today. Thank you for giving me the opportunity to undertake and complete this academic exercise successfully. I pay glowing tribute to my late ‗mothers‘, Elizabeth Lesa Kalomo Joseph Makungo and Emelia Mutale Kalomo Joseph Nkalamo for their love. Thank you for sewing my ‗coat of many colours‘, thank you for the tears you shed each time I was in distress, thank you for teaching me to love and care for others, thank you for teaching me good values that have impacted positively in my life and thank you for making me understand the value of education. In addition, I would like to thank, from the bottom of my heart, my elder sister, Felisters Mwamba Mumba, for her love and support for me and my other siblings. Your care and support enabled us to complete secondary and tertiary education. Special thanks to my dear wife, Suwilanji, my children Makungo and Chensha for the love and understanding. Guys, I had little time for you during the entire period of my studies but you persevered. In your own special way you supported and gave me the urge to soldier on despite various challenges. Thank you very much for being there for me in all my undertakings. My sincere thanks go to the youths in various areas of Lusaka and staff at the Zambia National Broadcasting Corporation (ZNBC) who took part in the study. Their active participation made it possible for me to complete my research successfully. In addition, I would like to acknowledge the valuable information given to me by six Lusaka based Youth Workers. The information was extremely useful to the study. I thank members of staff of the University of Zambia, Dr. Isaac Phiri, Mr. Fidelis Muzyamba and Mr. Kenny Makungu for their guidance. This enabled me to complete the study successfully. Lastly, but not at all the least, I thank my good friend, Daniel Banda, for supporting and encouraging me throughout this academic exercise. vi Table of Contents APPROVAL ...................................................................................................................... iii ABSTRACT ....................................................................................................................... iv ACKNOWLEDGEMENT ................................................................................................. vi Table of Contents .............................................................................................................. vii LIST FIGURES ............................................................................................................... xiii ACRONYMS ................................................................................................................... xiv WORKING DEFINITIONS ............................................................................................. xv APPENDICES ................................................................................................................. xvi CHAPTER ONE ................................................................................................................. 1 INTRODUCTION ........................................................................................................... 1 1.0 General ................................................................................................................... 1 1.1 Background ............................................................................................................ 1 1.1.1 Overview of challenges facing the youth in Zambia ...................................... 1 1.1.2 Lusaka Youths and HIV and AIDS ................................................................ 4 1.1.3 Children, Youth and Media around the World: An Overview of Trends & Issues ........................................................................................................................ 8 1.1.4 Youth & Media in the World Today ............................................................... 9 1.1.5 Youth‘s Use of the Media ............................................................................. 10 1.1.5.1 Television ............................................................................................... 10 1.1.5.2 Radio ...................................................................................................... 11 1.1.5.3 The Internet ............................................................................................ 11 1.1.5.4 Print Media ............................................................................................. 12 1.2 Statement of the Problem .................................................................................... 13 1.3 Rationale of Study ............................................................................................... 14 vii 1.4 Objectives of the Study ........................................................................................ 15 1.4.1 General Objectives ........................................................................................ 15 1.4.2 Specific Objectives ....................................................................................... 15 1.5 Research Questions .............................................................................................. 15 1.6 Scope of the Study ............................................................................................... 16 1.7 Expected Outcomes ............................................................................................. 16 CHAPTER TWO .............................................................................................................. 17 THE MEDIA IN ZAMBIA ........................................................................................... 17 2.0 Introduction ......................................................................................................... 17 2.1 Politics and the Media in Zambia ........................................................................ 17 2.1.2 Newspapers in Zambia .................................................................................