The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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PAPER The Drum Beat - 24 - Ohio University - HIV/AIDS - Madagascar

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The Drum Beat - 24 - Ohio University - HIV/AIDS - Madagascar
Additional Information and Commentary - Please contact the student identified for a full copy of their paper.


By Lila Andrianantoandro
International Student of Ohio University
July 1999
la345898@oak.cats.ohiou.edu


17. Channel Use for HIV/AIDS Prevention: Lessons For Madagascar

Abstract

The US Agency for International Development/Madagascar reports low prevalence of HIV/AIDS in the island: "of the 13.9 million people in Madagascar in 1997,only 170 persons with HIV have been reported to the Programme National de Lutte Contre les MST/SIDA(PNLS)". The report continues that Madagascar can not be complacent with this low estimate because all the preconditions to an explosive growth, such as poverty, illiteracy, low status of women, and high prevalence of other sexually transmitted diseases (STD) are present. In the absence of a vaccine, or a cure for AIDS, efforts to contain the spread must be concentrated on bringing about a widespread behavior change. Education and communication campaign becomes the central efforts in the battle against AIDS. This paper analyzes the use of communication channels globally to draw lessons for Madagascar. Method consists of collection and analysis of globally news articles related to the use of mass media and interpersonal communication, direct observation of the content and the quality of audio-visual productions from other countries. They are then compared with those made in Madagascar. Finally, a literature review of theories of mass communication and behavior change processes, and their application to the channels of communication were assessed. Results indicate that communicating about sex, condoms and related topics is not an easy task, and that the message-designers had to be very creative, and to adapt to the social norms of the target population for an acceptable message. The messages conveyed through all these channels varied from one country to another, the face given to the disease depends on the culture. Messages using emotional appeal such as fear or rational or humor appear to have more effects than those limited to informative messages. Concerning the channels, the mass media is recognized as a powerful tool in the national AIDS education campaign. But in the African context, where access to mass media is limited, entertainment education, innovative ways and traditional media all played important roles. In most communication campaigns, the media took the lead in bringing awareness but interpersonal communication was more important in bringing behavior changes. In all campaigns, multimedia channels proved to be necessary. The use of both these channels and the design of message required a systematic approach, which followed different steps such as analysis, design, development of materials, pretest, implementation and evaluation.

Recommendations for Madagascar include (1) true commitment of the government to bring AIDS issues into the public arena and to debate the problem publicly; (2) necessity of setting a media agenda; (3) although high illiteracy (51%) limits print materials such as newspapers, development of other printed materials using symbols can be produced. Print can complement the audio-visual media and are very effective in-group work. (4) While Radio reaches more Malagasy audience than television, it needs more audience participation and educational entertainment programs. (5) All messages should be formulated according to the culture and should not be limited to information but should be based on persuasion, using theories effective in behaviour change. (6) Design of messages and use of channels require a systematic approach. (7) Multimedia channels, where mass media such as television, radio, entertainment education, print and traditional folkways will bring awareness, and interpersonal communication will lead to behavior change. (8) Heightening the use of entertainment-education in all those programs will be beneficial to the target audience.