Analysis of HIV/AIDS Prevention Messages Communicated to University Students: Message Framing in Focus

Abstract

Promoting, safer sex practices that reduce the risk of HIV/AIDS transmission is vital to university students. To do that, media play indispensible roles. The main objective of this study was to analyze HIV/AIDS prevention messages by focusing on message framing strategies used in print media.To meet the objective, the researchers employed document analysis as qualitative data collection method. Accordingly, the researcher collected HIV/AIDS prevention messages communicated in Gondar and Jimma universities by setting inclusion criteria. The study employed Qualitative and quantitative data analyses. The finding showed that HIV/AIDS prevention messages having both prevention and detection-related themes were found. Besides, with regard to HIV/AIDS prevention intentions- related behavioral messages, while 71.4% of the messages were framed in a loss-manner, only 28.6 % of prevention-related messages were framed in a gain-manner. In terms of HIV/AIDS detection intentions related behavioral messages, 44% of them were framed in loss-manner and 56% of them were framed in gain-manner. To conclude, majorities of both prevention and detection behavioral HIV/AIDS prevention messages lacked theory- support.Hence, it is recommended that HIV/AIDS prevention messages should be theory-based and to do that relevant training on designing health messages should be given to message designers. In addition, message design guidelines should be available.