"Objectives: To examine the association between exposure to breastfeeding television spots and exclusive breastfeeding (EBF). Methods: We performed face-to-face interviews with 11 722 mothers of infants younger than 6 months using 5 cross-sectional surveys 6 or more months apart between 2011 and 201
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4 in Vietnam. Sample sizes were 2065 to 2593, and approximately 50% of participants lived in areas with (Alive & Thrive [A&T]-intensive [I]) and approximately 50% without (A&T-nonintensive [NI]) facilities offering counseling services.We analyzed data at individual and commune levels separately for A&T-I and A&T-NI areas. Results: Exposure to television spots was associated with higher EBF in A&T-I and A&T-NI areas. In A&T-I areas, mothers who could recall at least 1 message were more likely to report EBF. In A&T-NI areas, only recall of at least 3 messages was associated with higher EBF. In communes, 1 message recalled corresponded to 17 percentage points higher EBF prevalence in A&T-I and A&T-NI communes, respectively. Conclusions: Mass media should be part of comprehensive programs to promote EBF." (Abstract)
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"This paper examines the extent to which an edutainment programme, MTV-Shuga, was reported to influence young people’s engagement with sexual and reproductive health (SRH) information in rural KwaZulu-Natal, South Africa. In 2019 we conducted eight community-based screenings of MTV-Shuga episodes
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followed by 25 individual indepth interviews and 13 focus group discussions with young people aged between 15 and 30. Interviews were audio recorded and transcribed verbatim. Data analysis was thematic and complemented by constant comparison and deviant case analysis techniques. In this rural and poor setting with a high burden of HIV, young people exhibited high levels of awareness of SRH and HIV but had constrained access to services, and limited ability to engage with parents or guardians on SRH matters. MTV Shuga provided an entertaining guide of ways to navigate the risks that they faced in a way that resonated with them. The findings highlight the importance of enabling young people in rural areas to watch MTV Shuga with peers in a safe space in which discussion of the content is facilitated. There is also value in encouraging parents to watch MTV Shuga as a means of enabling discussions between children and adults in their lives about SRH matters." (Abstract)
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"Can the mass media cause changes in an audience’s knowledge, attitudes and intention to practise behaviours? At BBC Media Action, we have just successfully conducted a randomised control trial (RCT) to investigate this chain of causality in a prime time health TV drama in Bangladesh." (Introducti
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on)
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"In addition to access to scientific information on HIV and AIDS, TV producers need skills to use new information technologies; talent to hold the interest of the public audience and inspiration to report sensitively and creatively about HIV and AIDS. The effort is huge but it pays off when air-time
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is allocated by broadcasters to transmit quality, prime-time programmes. This handbook is intended for TV producers who wish to make that extra effort; it aims to enlarge possibilities for accurate and credible TV reports on HIV and AIDS." (Foreword)
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"Die Beiträge dieses Bandes thematisieren Fragen der HIV/Aids-Prävention in Afrika - dem nach wie vor am stärksten von der Pandemie betroffenen Kontinent. Im Zentrum jeglicher Präventionsarbeit steht die Wissensvermittlung mit dem Ziel, Menschen durch Aufklärung und entsprechende Informationen
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zu einer Verhaltensänderung und damit zu einer Aufgabe des gesundheitsgefährdenden Verhaltens zu bewegen. (Wissens-) Kommunikation wird damit zur wichtigsten Säule der Prävention. Hier liegen die Anknüpfungspunkte für die sprach- und kommunikationswissenschaftlichen Untersuchungen dieses Bandes, die Prävention in unterschiedlichen medialen Kontexten analysieren. Demgegenüber heben die sozialwissenschaftlichen Arbeiten stärker auf kulturelle und soziale Aspekte der Prävention und deren kritische Analyse ab. In den meisten Beiträgen des Bandes gerät dabei auch das Aufeinandertreffen lokaler und globaler Einflüsse im subsaharischen Afrika in den Blick." (Klappentext)
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"The difficulties, shortcomings and failures of experimental projects are as significant as their successes. It is in this open-minded spirit that we have traced the history of the experience in Senegal and sought to evaluate its impact. Throughout the foregoing pages, attention has been drawn to si
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gnificant lessons. It may, however, be useful to summarize once more certain principal conclusions. The application of radio and television to adult education does not grow organically out of existing structures and practices. Neither the media, when in fact they do exist, nor the institutions and organizations concerned with adult education are necessarily predisposed to a joint comprehensive effort. The condition of success is the solution of political, administrative and financial problems, the more rational use of existing facilities and staff, the provision of new resources in funds, hardware and personnel, and the elaboration of a methodology adapted to the needs and aims of adult education. A great deal of time, money and personal effort had to be spent on this preparatory phase, and it was only thanks to political support by the Head of State, to collaboration between the media and the interested agencies, and also the active participation of the target audience itself, that valid results could be obtained. The second set of conclusions concerns the material resources, finance and time required for such an undertaking. Unfortunately, it was not possible to obtain a clearcut economic evaluation of the entire project, in particular of its television component, but certain lessons are clear: A project of this kind should be neither underfinanced nor endowed with excessive resources. Lack of facilities and personnel made it impossible to pursue the numerous initial objectives and to use fully the various audio-visual media. Regrettably, the teaching of literacy had to be abandoned owing to lack of resources." (Conclusion, page 52)
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