Fourth International Conference on Communication & Media Studies

Abstract

In spite of the huge conventional mass media campaign on HIV prevention in Ghana and its attendant high-level public awareness, there is low level adoption of some preventive measures by the public. This questioned the impact of conventional communication channels and shifted focus to community radio. This study, therefore, is aimed at understanding the role of community radio as a participatory health communication tool in preventing the spread of HIV among rural and semi-urban population in Ghana. The study examined the current state of community radio HIV/AIDS programming in Pokuase and Winneba communities in Ghana; the extent to which knowledge, attitudes and practices relating to HIV/AIDS are influenced by community radio; and identified how community radio can be deployed to strengthen communication and improve HIV preventiion. Based on a sample size of 824 respondents and 12 key informant interviewees, the study confirmed a high-level awareness of HIV epidemic in the sampled communities due to the participatory programming of Radio Emashie, Pokuase and Radio Peace, Winneba. The findings further revealed that community members have adopted certain behaviours such as the use of condoms, faithfulness to partners and limited number of sexual partners in order to prevent HIV infection. Therefore, the study recommended increased funding to strengthen participatory approach to radio programming and increased frequency of HIV-related youth-focused programmes to prevent new infections. The study highlighted the installation of Radio Peace transmitter on Vodafone telecom base-station to ensure uninterrupted broadcast, as a key lesson derived for sustainable community radio operation in Nigeria.