| dc.description.abstract | This study investigated the influence of electronic media messages on behaviour change among the youth in regard to HIV and AIDS prevention and control in Dagoretti Division of Nairobi. Five research questions were formulated to guide in the study. The first sought to establish the extent to which the youth have changed their behaviour in relation to HIV and AIDS; the second aimed at finding out the factors that determine access of electronic mass media by youth; a third question aimed at establishing the attitude of the youth towards HIV and AIDS messages transmitted through various electronic media, while the fourth question aimed at determining the response of youth to electronic media messages relating to HIV and AIDS. The fifth question solicited suggestions of what ought to be done to enhance the role of electronic media on behaviour change among the youth.
Data was collected from both primary and secondary sources. Literature review focused on the intensity of AIDS deaths, impact and cost of HIV and AIDS, the fight against HIV and AIDS, influences of the mass media, and review of previous studies. The study employed survey design. The sample consisted of 100 youth from Waithaka and Riruta Satellite ward in Dagoretti which was selected by means of purposive sampling so as to come up with a relevant sample for the study. Data from the sample group was collected by use of questionnaires.
The findings revealed that Youth in Dagoretti had access to mass media with majority accessing radio Television and a smaller number accessing the internet. Most of them accessed them from their homes. They also reported that they accessed the media occasionally. They all admitted that they watched the HIV and AIDS related messages
such as those that campaigned for abstinence, use of condoms and urging them to know their status. It was also found out that the media had impacted on them in that it had enabled them to become aware of the dangers of the disease, the messages also made them abstain, have protected sex and remain faithful to one sexual partner. The youth discussed the messages with their friends. The findings also showed that the messages had made the youth become less promiscuous, more ladies were able to say no to sexual requests, they had also learned how to take care of their lives. Youth were generally found to have a positive attitude towards the electronic media.
The major recommendations of the study were: to air the messages even in Kiswahili and other local languages to make them reach as many people as possible; that the media should use youth-friendly forms of communication to avoid youth making fun of the messages, and also that more and more different messages on HIV and AIDS should be aired to reach as many youths as possible.
Taking the limitations and delimitation's of the study, the researchers suggested that a study on Peer influence on behaviour modification of youth in relation to HIV and AIDS, another study on the role of mass media in behaviour modification in relation to drug and substance abuse and another on Parental role in behaviour modification of youth in relation to HIV and AIDS should be conducted. | en |
