Keating et al & Media Campaigns Flashcards
What was the aim of Keating’s study into media campaigns?
To assess the extent to which a mass media campaign (VISION), focussing on reproductive health and HIV/AIDS, prevention, resulted in increased awareness and prevention of HIV/AIDS.
What was the method used by Keating’s study of media campaigns?
Self-report questionnaire.
Describe the participants used in Keating’s study of media campaigns.
3278 participants aged 15-49 from three Nigerian states. 60% were married, stratified random sampling was used.
Describe the procedure used by Keating’s study of media campaigns.
Participants were interviewed using a questionnaire. Questions included info about family planning, sexual activity and exposure to media campaigns.
They were asked whether they had seen certain campaigns through radio/tv/newspapers/health clinics.
3 closed questions were asked:
- Have you ever talked with a partner about ways to prevent getting the virus that causes AIDS?
- Can people reduce their chance of getting the AIDS virus by using a condom each time they have sex?
- Did you use a condom during your last sexual encounter?
What were the results of Keating’s study of media campaigns?
Exposure to media campaigns was generally high. Those who were exposed were 1.5x more likely to have discussed HIV/AIDS with their partner.
They were also twice as likely to know that condom use reduces the risk of HIV infection.
Exposure had no effect on condom usage during the last sexual encounter.
What conclusions were drawn from Keating’s study of media campaigns?
The VISION campaign increased awareness and communication of HIV/AIDS. However, increased knowledge had no effect on condom use.
Different media reached different people. Practical advice about how to contain condoms should be included in future campaigns.
