Osogbo Resident’s Perception of Radio Programme as a Veritable Tool for Sensitising Rural Dwellers on HIV/AIDS
Chapter One
Objectives of study
The aim of the study
The main aim or goal of this study was to investigate the role played by community radio in providing education on and raising awareness of HIV/AIDS through its programmes. For this purpose, use was made of a case study involving the Osogbo Community Radio Station (OSBC).
Specific Objectives
In order to achieve the aim of the study, the following objectives were formulated:
- To examine how the Tunde Morning Drive Show and Surulere programmes mainstream HIV/AIDS programme in their series (content) that are used as source to create awareness and education on HIV/AIDS-related
- To explore different approaches and methods used by OSBC in delivering HIV/AIDS awareness and education through Tunde Morning Drive Show and Surulere
- To explore the perceptions of stakeholders regarding Tunde Morning Drive Showand Surulere programmes in advancing and disseminating the information in regard to HIV/AIDS.
- To assess how community members participate in designing HIV/AIDS programme
CHAPTER TWO
LITERATURE REVIEW
WHAT IS COMMUNITY RADIO?
Community media have developed as a distinct alternative to both commercial and public (state) media. Community radio has changed the landscape of communication by creating superior relationships between the informer and the informed (Masilela, 1996). Even though there are various definitions of community radio, Fraser and Estrada (2001:4) indicate that those different definitions share common universal elements – “radio by the people and for the people”. Thus, community radio on the one hand is managed by the people and on the other hand it serves that particular community.
Da Costa (2012), Girard (2007) and Tabing (2002) describe community radio as for the community, and serving a particular community interest. Community radio stations are owned and controlled by certain communities with the purpose of serving community interests (Community Radio Manual, 1999; Fraser and Estrada, 2001). Community interests may comprise certain subgroups within the community, such as women, youth, language and cultural subgroups (Girard, 2007; Mano 2011). As a result, the interests of community members will differ from group to group. This is because each group has its own interests even if they reside in the same territory. Common interests in a particular community may be flexible or dynamic; these may be social, political, sectoral, economic and or cultural interests (Teer-Tomaselli, 2001). On the one hand, Mtimde, et al. (1998:19) refer to community radio as a “radio station owned and controlled by the community, either geographically or serving certain community interests”. They further point out that community radio follows a social development orientation in its community. Mhlanga (2006) explains geographical broadcasting, in the case of community radio, as an autonomous radio station serving a certain geographical hinterland, all with a distinct local political-cultural identity and within its specific areas of coverage.
The study is thus guided by the definition of the station that is owned and control by the community within the district of Osogbo. This is because the station follows the Osogbo social development orientation, serving the geographical areas of Osogbo community. This station also serves men, women, and youth, catering for the interests of all these groups. Therefore, the existent OSBC holds broadcast and licenses over a geographically limited radius, thus abiding by the subject of a geographical-based community rather than an interest-based one. Hence the study looks into the non-profit, small-scale radio transmitting to its geographical-delineated communities.
Community radio refers to a smallish autonomous radio station that runs on a negligible budget, giving priority to its community and being answerable to the community it represents (Rennie et al., 2010). Community members in such areas take responsibility for the survival of the community radio station. Community radio financial support in African countries differs from region to region. In some countries or regions community radio is subsidised by government, while in others they are independent, some may be subsidised by both the community and government (Centre for International Media Assistance Report, 2007; Independent Broadcasting Authority, 1997). However, that does not mean those independent community radio stations cannot have relations or receive funds from other institutions, but those relations and funds should not compromise the station’s individuality (Girard, 2007).In Nigeria, community radio stations’ survival is dependent on community funds. Nonetheless, non-governmental organisations, such as UNESCO, play a role in assisting communities to establish and manage such community radio stations (LCA, 2007). OSBC as community radio is such a case, as it was established with the help of UNESCO, as stated above. This NGO was attracted to become involved, as this station serves some of its interests, combating HIV/AIDS, and it does not compromise the independence of the community radio station (cf. Girard, 2007).
Even when community radio stations are independent, they still are regulated like other broadcasting media institutions. The national broadcast regulator is responsible for the application of national broadcasting laws in a given country and regulates the general development of the broadcasting industry (Mtimde et al., 1998). This is also the case in Nigeria. Community broadcasting, like other media institutions, is regulated by an independent body called Nigeria Communications Authority (LCA, 2007). OSBC is not exception, it is regulated by these body. It was awarded broadcasting licences by LCA, and this body oversees that OSBC abides with the licences guidelines.
CHAPTER THREE
RESEARCH METHODOLOGY
RESEARCH DESIGN
Qualitative research was used to collect data in this study. The qualitative was suitable the study because of its exploratory nature. It allowed the researcher to “dig deeper and learn from participants as there is not much information regarding the subject” (cf. Creswell, 2014:61).Christensen, Johnson and Turner (2015:52) define qualitative research as “an interpretive research approach that relies on multiple types of subjective data and investigates people in a particular situation in their natural environment”. According to Christensen et al. (2015), qualitative research can be classified into three main areas, namely data collected have to be understood from the participants` subjective perspectives, qualitative is interpretive, and lastly, the research questions are allowed to evolve or possibly change during the process of study. In addition, qualitative research is most useful for understanding and describing local situations and for theory generation (Creswell, 2014; Christensen, Johnson and Turner 2015; Wimmer and Dominick, 2015; Yin, 2013).
PRIMARY DATA
The researcher collects data through the use of primary and secondary approaches. The choice of the two approaches is based on the possibility of errors in data collection if a single approach is to be used. The primary data in this context is described as first hand and unprocessed information directly attained from the respondents (George, 2014). Data or information initially is collected by the researcher for the purpose of answering the research questions or achieving the study objectives. For the purpose of this study the primary data were collected mainly from two radio programmes with specific reference to the content they offered on HIV/AIDS. Two data collection techniques were used, namely interviews with various OSBC employees and Manager, and focus group discussions with OSBC beneficiaries (cf. Yin, 2014).
SECONDARY DATA
The collection of primary data often is supplemented by the collection of secondary data. Secondary information is the information that was collected by other researchers for other purposes. Secondary data thus refer to information that already have been processed by other researchers for other purposes (O`Leary, 2010). Christensen, Johnson and Turner (2015) describe it as collection of data that were left behind or originally used for other research purposes than the study in hand. Secondary data assisted the researcher to find out what other researchers had already established about the subject area under investigation (Aaker, Kumar and Day, 2016). In this study; the main sources of secondary data included the following: UNESCO records in Nigeria office, Health records, internet searches, reports, journals and publications for orientation to the field, existing data sets like records from the OSBC office, census reports, and textbooks as well as information on figure5.4.1 in the methodology chapter. From these sources information was obtained on the location of the area, population characteristics and the existing literature related to the topic. Information collected as secondary data from government sources and NGOs regarding HIV/AIDS messages from different mediums of communication had been helpful to the researcher.
Even though there are some advantages in using secondary data, such as easy accessibility, being free of charge, saving time for the researcher and sparing researchers the trouble of travelling from one place to another (Farrell, 2015). Secondary data also have some short- comings, namely questions about the validity and reliability of information, information may vary markedly from one source to another, personal biases, and non-availability of data (Kumar, 2014). This is because sometimes the data had been collected for different purposes, and therefore are not suitable or beneficial to the researcher at that particular moment.
THE POPULATION
A research population is described as a cluster of people or objects on which the research project focuses (Oliver, 2010). This is the full universe of people from which the sample for a particular study is selected. For the purpose of this study the research population refers to the community (listeners) and radio programmers or staff as well as stakeholders who contribute in the OSBC`HIV/AIDS awareness and education programmes. The research population helped the researcher to identify for whom the findings would be pertinent (Whitley and Kite, 2013). Hence it is vital for the researcher to specify the specific target population for the research project.
CHAPTER FOUR
DATA ANALYSIS AND FINDINGS
MAINSTREAMING HIV/AIDS MESSAGES IN OSBC PROGRAMMES AS A WAY OF CREATING AWARENESS AND EDUCATING THE OSOGBO COMMUNITY ON HIV/AIDS-RELATED ISSUES
The manager and presenters indicated that the community radio was helpful in affording members of the community information about HIV/AIDS. They saw this medium as the best tool to reach larger target audiences of approximately 7 000 listeners. Both the station manager and presenters highlighted one of the approaches they used, namely to invite different stakeholders to communicate health communication messages over the station’s ether. The station manager for instance stated:
We are not experts in this area of HIV/AIDS related issues. Hence, we normally invite different stakeholders as guest speakers, who contribute meaningfully for us to achieve our mandates of contributing towards curbing of HIV/AIDS in the Osogbo district within our radius. These stakeholders are mostly from a number of organisations including Jhpiego and Osogbo Hospital, local government councillors as well as Village Health Workers (Radio Station Manager, August, 2018).
CHAPTER FIVE
CONCLUSION AND RECOMMENDATIONS
CONCLUSION
The aim of this study was to assess the contribution of community radio to HIV/AIDS awareness and education. Using the case of the OSBC, the study was aimed at assessing the contribution of this community broadcaster on HIV/AIDS awareness in the Osogbo district, in Nigeria. A qualitative research approach was employed using two research instruments: focus group discussions with listeners and face to face interviews to collect data from the station manager and presenters from selected programmes of the station as well strategic stakeholders (see Chapter four). The researcher did not only depend on these data collection instruments, but an intensive literature review relating to community radio and HIV/AIDS communication awareness was conducted (see Chapter Two and Three). This study provided an overview of how the OSBC`s programmes contributed to combating HIV/AIDS among the community. Moreover, two theories; McCombs and Shaw`s agenda setting theory and Jürgen Habermas’s theory on the public sphere were conceptualised relative to the question of HIV/AIDS communication and community radio in the Osogbo district, Nigeria.
Based on the analyses of data and discussions on this study, it has been found that the OSBC contributed to creating HIV/AIDS awareness among the listeners within its radius. The listeners are better informed due to these programmes on how to deal with the challenges around HIV/AIDS (see Chapter five). The station realised the significance of bringing the community messages on HIV/AIDS prevention and on dealing with HIV/AIDS issues in general. The station found it possible to discuss issues that were complicated to discuss in other settings such as with the family and among partners. Undisputedly, before the establishment of these HIV/AIDS programmes a sense of misconception reigned regarding HIV/AIDS, which resulted in an increase in the spread of HIV/AIDS (see Chapter Five). Therefore, based on these findings, one can conclude that OSBC has helped in disseminating valuable HIV/AIDS messages which also shed light on the complications of this epidemic.
Even though they were better informed about this virus at the time of the study, the research participants still had concerns that HIV/AIDS communication should not be just a once-off intervention, but should take place on a continuous basis, as HIV/AIDS still posed enormous challenges among the community. There is more that still needs to be done to decrease the spread of HIV/AIDS in the Osogbo district, for the prevalence of HIV/AIDS still is escalating regardless of the measures taken by different parties to educate and create
awareness among the communities (DHS, 2014; LePHIA, Report, 20016- 2017;UNAIDSINFO, 2014).The findings revealed that some members of the community still did not take HIV/AIDS seriously (as discussed in Chapter five). Not only that, but HIV/AIDS issues remain a complex problem that cannot be understood in isolation.
The study revealed that the community was involved and participated in various ways in the running of the community radio; either through phone-ins or by being guest speakers in the studio to communicate HIV/AIDS-related issues. Most importantly, the study has established that the convergence of community radio with social media has contributed to inspiring more people to participate in radio programmes and to accommodate more during live broadcasts. This is because those who cannot afford calling in during live broadcasts can share their concerns and suggestions as well as asking questions on different social media platforms, which then are incorporated by the presenters (cf. Creeber and Martin, 2009; Zoellner and Lax, 2015).
The two theories, public sphere theory and agenda setting theory, were useful in conceptualising how the community radio helped in combating HIV/AIDS among the community. The agenda setting theory, therefore, enabled the study to clearly assess how the OSBC as communicating medium set the agenda for the community within its area of coverage. The study confirmed that media had the power to set the agenda on salient issues such as those surrounding HIV/AIDS (cf. McCombs and Shaw, 1968). The focus group discussion and interviews participants highlighted that, due to the presence of the OSBC, some people’s perceptions towards HIV/AIDS changed; most of the people among the community visited health facilities to determine their HIV status, and those on HIV medication were adhering to taking their HIV medication. This is because the community radio through the experts invited to the studio threw light on difficult questions that haunted community members. HIV/AIDS awareness and education messages(However, the limitation of the media to influence listeners was also highlighted by some of the focus group participants maintaining that sometimes they switched from one station to another when they were not interested in the information or issue at hand (also cf. Skimmer, Mersham and Benecke, 2016). As a result, the message may be lost along the line. It was sometimes difficult for the medium with a particular programme to persuade or reach the intended target audience to tune in to the messages. Moreover, stakeholders indicated that media were not as powerful as interpersonal communication, as people did not take action immediately after hearing the messages. Apart from that, different media platforms play a major role in creating HIV/AIDS awareness, therefore community radio cannot lay claim to all the gratitude and honour for making people become more informed and cautious (see Chapter five).
Under the public sphere theory, the study affirmed that the community radio is the sphere where different listeners could come together to share their opinions regarding the programmes, content and the station as a whole (cf. Habermas, 1968). OSBC, as a public sphere, allows for both parties to become active participants in the discussions, rather than the community merely being passive receivers of information (also see Keane, 1995; Mtimde, Maphiri and Nyamaku, 1998). The manager and presenters of OSBC indicated that they invited different experts to educate listeners and create awareness on HIV/AIDS within the Osogbo communities. OSBC in this context is regarded as the arena which allowed individuals, civil society and presenters to exchange ideas regarding the HIV/AIDS-related issues (also see Rennie, Berkeley and Murphet, 2010). These issues, among others, include information on how people can protect themselves, seek voluntary medical male circumcision, and support the infected and affected. This emphasises the role an individual can play in the fight against the epidemic.
In a nutshell, it is important to note that from the participants` point of view, the presence of community radio’s HIV/AIDS awareness and education programmes contributed enormously towards the HIV/AIDS awareness amongst the community.
Both the participants in the interviews and the focus groups discussions agreed that they actually benefited from these programmes. The listeners on one hand contended that:
- These programmes informed them on how HIV can be spread, and the measures theycould take when infected or affected by HIV/AIDS. Even matters regarding cultural myths or harmful social norms that were regarded as taboo among the communities are best discussed over the radio, which perniciously were contributing to the increase in HIV/AIDS-related death rates. As a result, people feel free to discuss such issues among
- Most importantly, the health practitioners invited to the studio, advocate for everyindividual to visit health facilities to determine their HIV
- Moreover, these programmes are contributing to educating the community on harmfulsocial behaviours that contribute to the spread of HIV/AIDS and what they can do in order to combat the spread of HIV/AIDS.
- Also,the participants commended the station for bringing to air different health experts and one person living with HIV, as they threw more light on HIV/AIDS Even though other people still feel ashamed of their HIV/AIDS status, because of the stigma and discrimination attached to HIV and AIDS (cf. UNAIDS Gap Report, 2015), it is important to acknowledge that other people have accepted HIV/AIDS as a reality and take measures to protect themselves and others, regardless of their HIV status.
On the other hand, different stakeholders purported that:
- The station provided them with the platform, which in return enabled them to reachthe dispersed target audiences with HIV/AIDS-related information all at once, rather than relying on other means of communication, such as face-to-face
- As it has been found in the research literature and confirmed in the findings chapter,stakeholders stated that different strategies followed by media could reinforce or complement messages delivered by other channels when other channels are being Thus, networking between teamwork and partnerships among various media bodies and health communication has been proved important in communicating HIV/AIDS messages.
- They also highlighted that people are willingly and voluntarily visiting the healthfacilities for HIV tests and other related illnesses. When individuals are diagnosed as positive, they are enrolled to take ARV drugs. Those on drugs also seem to adhere to their HIV medications, and those on ART are virologically suppressed and avoid the danger of mutation, the development of resistant strains, and drug
- They also highlighted that community radio allows for a two-way communicationprocess amongst them as guest speakers, presenters and listeners; this two-way communiqué is facilitated by the use of live programmes and social media
RECOMMENDATIONS
The research participants confirmed that OSBC`s programmes were helpful in working towards combating the spread of HIV/AIDS among the community members. Programmes raising awareness of this epidemic are useful and enhance efforts to sensitise people on HIV/AIDS issues, as well as measures that can be taken by community members to stop the spread, to avoid HIV/AIDS infection, and to adhere to HIV medications for those who are infected. Even though the radio station is doing well, there still are numerous areas that need to be considered for expanding and improving these HIV/AIDS programmes. The recommendations below are provided not only for improving the HIV/AIDS communication messages, but also to find better ways that can be incorporated in disseminating HIV/AIDS messages through community radio.
Based on the findings of the data collected from the research participants, the station incorporated or mainstreamed HIV/AIDS messages in their programmes. However, with regard to the time allocated to HIV/AIDS programmes, the participants showed some dissatisfaction (see Chapter five). The restriction of the duration of the programmes was put forward by both the focus group participants and the manager during the interviews with the researcher. This was also reviewed by the station manager and presenters, and after programmes, they still accommodated listeners’ questions and addressed matters that would be brought on in the next programme. However, they admitted that they needed new strategies on how they to best disseminate HIV/AIDS messages. This actually confirms an insufficiency of time allocated for these HIV/AIDS programmes.
Programmes should have clear time slots when HIV/AIDS messages are discussed. This will help listeners to know exactly when HIV/AIDS will be discussed. However, this should not be about specific slots only, but well-designed message(s) that will also attract more listeners.
Methods used by the station need to be robust, which can be achieved by incorporating unified approaches to disseminate HIV/AIDS information to the listeners. Using live programmes and phone-ins and allowing listeners to comment on various social media platforms are accommodating listeners, but may not be sufficient to allow diverse target publics to participate in HIV/AIDS messages. More participation from target publics can be attained through the use of various means, like short dramas on HIV/AIDS, which are not only entertaining, but also educational. These will enable people to learn while they are being entertained. Moreover, they can record the community events, dramas on HIV/AIDS, and play pre-recorded programmes of the events later on air.
Regarding content on HIV/AIDS messages, the station is doing well. Nonetheless, the station is somehow missing some of the target audiences with their HIV/AIDS messages. The station should realise the power it has among their listeners. This indicates that the media are in a position to set the agenda for the community and should be cautious in the way they present their thoughts about certain topics. Therefore, this indicates that the radio station should introduce and set the agenda for more programmes on development communication, including health issues such HIV/AIDS.
Regarding community participation, the station needs to revisit its policy. Communities should be involved in programme design and content. Some individuals still are not honest about their HIV status, but they might like to share their HIV/AIDS concerns privately. Therefore, it may be concluded that community participation is compromised, as it is limited to two means. The station needs to reconsider allowing interactive communications where listeners or beneficiaries at different levels can share their views. They will still carry out their mandatory responsibilities such as conducted hands-on at the station, while maintaining harmonious relations with the community as beneficiaries of the station., They station’s staff will regard it as a priority to provide a means of keeping the community abreast of matters of interests; so that some do not lose interest in the station as they stated in their responses (see Chapter five).
The statistics indicate that the HIV/AIDS prevalence rate is increasing in Nigeria (DHS, 2016; LePHIA Report, 2016-2017),including in the Osogbo district. Having said that, we need the community radio HIV/AIDS programmes to be more vigorous and to use innovative means, as in that way they can contribute immensely towards the decline of the HIV/AIDS prevalence rate. This was articulated in the literature review by some studies indicating that due to the contribution of the community radio station, the HIV/AIDS prevalence rate declined in some countries or regions (Tumushabe, 2016; Soremekun, 2016).More health communication interventions are more likely to succeed when multiple coordinated communication elements are used to reach people with consistent high-quality messages through a variety of channels (Skinner, Essen and Mersham, 2007; UNAIDS Report, 2004). Odine (2015), and the UNAIDS Report (2004) further sustain that mass broadcasting contents that are conceptualized and broadcasted on the one hand, and strengthened with face-to-face interactions and community outreaches on the other, do have immense impact. Therefore, there is a need for continuous HIV/AIDS messages, communicated in more clever and convincing ways to address community needs and perceptions regarding HIV/AIDS to mitigate the spread of this virus.
According to the findings (as discussed in Chapter five), community members are not in control of programme or content design of the programmes. The fact that community members are given opportunities through phone calls or as individuals to share their opinions, however, is not enough. The management and programme managers have to improve on community participation in all aspects of broadcasting on the community radio. Based on the findings of the study, it is inferred that the voice of the community is compromised. The listeners of the community broadcaster seem to be more passive, rather than being active participants in designing HIV/AIDS messages.
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