Mainstreaming of HIV/AIDS Issues in the Caribbean Media, The: Addressing Stigma and Discrimination

Author Gibbings explains the positive and

negative impacts of media reporting on the

HIV/AIDS epidemic in the Caribbean, related to the quality of media content and production. He cites

studies that focus on media "mainstreaming"

informational campaigns on HIV/AIDS and their

impact on preventative behavioural changes.

Considering the potential for affecting health-related behaviour, a communication strategy that this

document recognises as successful is the

implementation of media awards for top HIV/AIDS

reporting in the region.

Gibbings discusses the nature of Caribbean

broadcast media, analysing what social,

cultural, and economic factors drive their

development. Having provided this context, he moves to discussion of a survey conducted in preparation for the presentation of this document and resulting strategies and recommendations.


Returning to the HIV/AIDS focus, the author solicited views of 10 journalists on the

integration of HIV/AIDS issues in routine media

content as well as opinions on whether media

contributed to negative images of people living

with HIV/AIDS. Results varied by island, but

these strategies for promoting greater awareness

and impact surfaced:

• more regular seminars and workshops

  including training on investigative techniques,

  interpreting and citing data, and effective use

  of the internet;

• more media-friendly information from experts

  including how to frame issues and how to contact

  experts;

• a regular media-focused HIV/AIDS newsletter;

  and

• more direct access to people living with

  HIV/AIDS.

In discussing the importance of reversing the tendency to use

negative terminology and to propagate

misconceptions about HIV/AIDS, strategies centre around content research and content workshops. However, with

this focus on accuracy of content, there has

been less attention paid to studying impact of

production on media audiences. The

author cites a World Health Organization (WHO)

study, which found that mass media interventions do

influence such behaviours as increased condom

use as well as increased awareness. Other

studies are now in progress.

The paper concludes with the following

recommendations:

• Develop a 'Handbook for Caribbean Journalists'

  on HIV/AIDS to address informational

  shortcomings.

• Maintain an online network of Caribbean

  health reporters like the Caribbean

  Environmental Reports' Network (CERN) that both

  offers the opportunity to earn freelance income

  through health reportage and ensures broad usage

  of material generated through international

  media alliances.

• Allocate resources for conducting lone-term

  media effects research on the impact of HIV/AIDS

  content on behaviours.

• Encourage participation of

  business/finance, political, and labour

  reporters at HIV/AIDS media information

  workshops.

• Disaggregate print and broadcast media at

  media workshops for specialised treatment,

  especially identifying leaders in emerging

  media.

• Examine more closely the media's treatment

  of HIV/AIDS and the audience response in order

  to focus funding to prevent and control

  HIV.