ROLE OF MEDIA IN CREATING AWARENESS ABOUT INFECTIOUS DISEASES IN PAKISTAN: A CASE STUDY OF TELEVISION HIV/AIDS COMMERCIALS AND MESSAGES

Abstract

Media plays a role of significant ally in any state of public health by disseminating
timely and important information regarding deadly diseases. Due to the growth of private television
and FM radio channels in Pakistan, such issues, which were considered taboo subjects are now getting
attention. This research explored the role of Pakistani television channels in creating HIV/AIDS
awareness. The study was carried out through interview and survey methods. Primarily related
messages were reviewed for questionnaire design and data was collected to investigate the role of
media in HIV/AIDS awareness. Random sampling technique was used to collect the data from
individuals (both males and females) aged 16-40 years from Lahore. The results showed gender wise
insignificant association between television messages and awareness about HIV and AIDS. However
the findings of the study revealed that despite accessibility; television messages were ineffective in
creating awareness and eliminating misconceptions about this deadly disease. On the basis of the
results, recommendations were also made for the health policy makers and media organizations in
Pakistan.