Effect of mass media intervention on HIV and AIDS related stigma and discrimination in Ethiopia.
This study was conducted to examine the effect of the Betegna radio (diary-show) programme in mitigating the tide of HIV related stigma and discrimination which are considered a prominent factor that worsens the impact of the epidemic in Ethiopia. The study employed qualitative Individual In-depth Interviews and Focus Group Discussions to generate relevant qualitative data whose analysis revealed that the programme played a significant role in empowering many members of the programme’s target audience with the necessary coping mechanisms against stigma and discriminations associated with HIV and AIDS. However, its effect was rather lower than expected because the programme was broadcast at an awkward time for some members of its target audience and it lacked the entertainment aspect.
Key words: Behaviour Change, Denial, Discrimination, HIV and AIDS, Media, Stigma.