Media Strategies of HIV/AIDS Communication for Behaviour Change in South West Nigeria

Abstract

The Nigerian media are key instruments of HIV/AIDS communication. They use different techniques to influence human knowledge, attitude and practice. Through the qualitative approach, the study identified the media and strategies commonly used for HIV/AIDS behaviour change communication in Nigeria. It triangulated unobtrusive observation and in-depth interviews through the viewing of selected broadcast, film and outdoor media in South-West Nigeria. In-depth interviews complemented the data. Results revealed the use of social marketing to enhance acceptance, retention and recall of HIV messages. Repetition, context-specific languages, credible sources and integration of advertisement, drama, news and public service announcements increased information availability, affordability, accessibility and comprehension. While entertainment constituted the most used communication method, messages were anchored on HIV/AIDS prevention. Comparatively, findings showed a drastic decrease of HIV information in contemporary Nigerian media and this may have implications for national health development. Hence, there is a need to re-strategize communication and reconstruct media for the maintenance of acquired new behaviours. This is necessary because the media possess the ability and capacity to improve knowledge, set agenda for public discourse and influence public opinion and policy formulation in the sub-Saharan region.