Factors associated with high media coverage of the HIV epidemic in Lesotho

Abstract

Regional studies show that Lesotho outperforms other countries in southern Africa in terms of awarding coverage to HIV and AIDS. Through qualitative interviews, this study examines the motivations, experiences, and perceived challenges among media workers, which could explain the high coverage. While a high level of personal commitment seems to be the outcome of interrelated factors — such as media workers’ personal experience of the country’s high HIV prevalence and high mortality rate — Lesotho’s political leadership and various government initiatives, notably the unique ‘Know Your Status’ campaign, were singled out as a key factor behind the high coverage. Moreover, journalists and editors are often consciously exploiting the mass media’s potential agendasetting function in order to raise attention to HIV and AIDS. Although covering the HIV epidemic has become significantly easier in Lesotho because of government efforts, government and public officials are simultaneously identified as the main obstacle to more comprehensive coverage.

Keywords: agenda-setting theory, developing world, HIV/AIDS, HIV prevention, journalism, mass media, public health, southern Africa

African Journal of AIDS Research 2010, 9(3): 225–233