Effect of Communication Campaigns in Reducing HIV and AIDS High Risk Behavior in Rural Areas in India

Abstract

The spread of HIV/AIDS has become a social, economic and political concern in India, particularly in the rural areas where there is low literacy rate, superstition, and different social and cultural taboos. Govt. and other voluntary organizations have been using the mass media campaigns as remedial tool to fight against the HIV/AIDS as the first case of HIV was detected by Dr. Suniti Solmon among sex workers in Chennai in 1986. Every year millions of rupees are spent on television programmes, newspaper advertisements, radio messages and other form of communication to combat against the HIV/AIDS. The objective of the study is to find out the impact of mass media campaigns to change the attitude and behavior of people in rural areas of India. Are communication campaigns helpful to generate awareness to minimize the disease? Data is collected from 200 people aged 20-40 years chosen randomly. The study finds that people has a sufficient exposure to the mass media campaigns but less attitude and behavioral change. Television and newspaper are the main source of knowledge about the HIV/AIDS among people.