Since the first diagnosis of HIV/AIDS more than three decades ago, the epidemic remains a
humanitarian challenge. In Sub-Saharan Africa, the infection rate has escalated at an
alarming rate over the years. Lesotho is no exception. Multiple stakeholders have resorted to
different media platforms, including community radio to communicate HIV/AIDS awareness
messages with the aim of reducing the HIV infection spread. This study focuses on a
community radio station as a way of making sense of HIV/AIDS communication. Using the
case of MCRS, the study assesses the contribution of this community broadcaster on
HIV/AIDS awareness in Mafeteng district, in Lesotho. Two theories: the Public Sphere
Theory and the Agenda Setting Theory guided the study and were used to conceptualise the
contribution of this community radio station towards contributing to HIV/AIDS awareness in
the community of broadcast. In a bid to assess how MCRS programmes contribute to
HIV/AIDS awareness and education; the researcher employed a qualitative research
methodology. The data were collected using two data collection instruments, namely face-toface interviews and focus group discussions. Thematic analysis was used to deduce the
meaning and present the findings. The findings reveal that MCRS programmes largely
contribute to HIV/AIDS awareness in the community. The station’s programmes on
HIV/AIDS awareness are easily understood and influence communities’ socio-behavioural
change as they enlighten them about the dangers of HIV/AIDS and how to reduce its spread.
The results also reveal that live broadcasts proved to be more effective as they encourage
two-way communication whereby listeners are involved and participate in these HIV/AIDS
programmes. It is therefore concluded that MCRS programmes have been useful in the
dissemination of valuable HIV/AIDS awareness messages / Communication Science / M.A. (Communication Science)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/26988 |
| Date | 08 1900 |
| Creators | Hlongoane, Mocoba Stephen |
| Contributors | Tyali, S. M. |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Dissertation |
| Format | 1 online resource (xiii, 193 leaves), application/pdf |
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