FRAMING IN THE MEDIA - 1

MEDIA FRAMING OF HIV/AIDS IN NIGERIA

KAYODE OLUJIMI
Lagos State University Adebola Adegunwa School of Communication jimikayode@yahoo.ca 08033534894 AND

AKINJOGBIN ADEKUNLE
Lagos State University Adebola Adegunwa School of Communication kunleajkinjogbin@yahoo.co.uk 08053500849

FRAMING IN THE MEDIA - 2

ABSTRACT This study looks at how the Nigerian media framed HIV/AIDS messages. The research is done through daily monitoring of newspaper advert messages and broadcast media advert in the period from January 2nd 2008 March 24th 2008. The monitoring was done on selected media organization namely Eko 89.75 FM, Ray power FM, AIT, Silverbird TV station, The Punch, The Sun, This Day, and The Guardian. The broadcast monitoring was done through the prime time hour. The study recorded higher number of HIV/AIDS advert messages in the broadcast over the print, with an average of six adverts per station in a week. The print recorded an average of 2.5 per cent. The study found that HIV/AIDS campaign messages used frames that presented the need for abstinence and protection but some of the ideas used could be improved because of the possibilities of ambiguity.

FRAMING IN THE MEDIA - 3

HOW THE MEDIA HAS FRAMED HIV/AIDS CAMPAIGN MESSAGES IN NIGERIA INTRODUCTION 1.1 Background to the Study The first case of HIV/AIDS was recorded in New York, in the summer of 1981; it was first noticed among homosexual and injection drug users (IDUS). The first case of AIDS was later identified in Nigeria in 1986 and HIV prevalence has been on the increase at a very alarming rate. Some 80% of HIV infections in Nigeria are transmitted by heterosexual sex; fact contributing to this includes a lack of information about sexual health and HIV. The Federal Republic of Nigeria has a diverse ethno-linguistics population, and is religiously diverse. Nigeria has an estimated population of about 135 million people; the largest in Africa, just about 4.5% of those are infected with HIV/AIDS. While this population means the number of people living with HIV/AIDS (PLWHA), this is the third largest in the world, after India and South Africa. According to zero prevalence study carried out since 1991 every two years by the Federal Ministry of Health, there are approximately 130,000 new cases of HIV infection per year and 200,000 deaths from AIDS per year. A recent survey suggested that 57% of PLWHA in Nigeria were women, and estimated 60% of new infection are in young people aged 15 25 years. In year 2006, there were 220,000 deaths from AIDS-related illness and over 930,000 orphans living with HIV/AIDS. Lack of education, awareness and information is the root cause of the high rate of spread among the people, this is partially due to our cultural attitude towards sex and sexuality, lack of accurate information about sexual health, female genital mutilation (circumcision), using poorly sterilized equipment, a poor healthcare system are all responsible for the free flow spread. 1.2 Problem Statement

In a bid to checkmate the HIV/AIDS pandemic and its threats, medical experts, researchers, various governmental and non-governmental organizations and the 3

FRAMING IN THE MEDIA - 4

mass media have been galvanized in efforts aimed at informing and educating the Nigerian public about the seriousness of the disease. As the information gateway to the public, the mass media in particular have an important role to play in combating the spread of the virus and mitigating both the health and social impact of AIDS. Different sector of the media are in position to stem the tide of the disease as they can reach different segments of the population. Emphasizing the role of the media in altering the future course of the pandemic Peter Piot, UNAIDS Director opined The media have unparalleled ability to save millions of lives by providing them supportive environment for social change (UNAIDS, 2004). The findings have also shown that communities with highest media penetration show the strongest signs of behavioral change. (UNAIDS, 2004) However, whether the media are playing their role effectively is a subject of scholarly debate. Osborne (2004:20), for example argues thus both international and national mainstream media have been underutilized force in the fight against the HIV/AIDS pandemic and that they have not approached their unique response to HIV/AIDS with a clear proactive strategy and this largely reactive business as usual approach result in ever increasing feeling of fear, mistrust and confusion. Drew E. Altman of Kaiser Family Foundation and Peter Piot both agreed that the media have been an underutilized force in the fight against the HIV/AIDS pandemic when they could play a huge role in breaking the silence and mobilizing society to confront the epidemic (UNAIDS, 2004). Nigeria media campaigns to raise awareness of HIV are a practical way of reaching many people in different region, with language they understand. Radio campaign, TV and newspaper campaign sponsored by National Action Committee Against AIDS (NACA), Society for Family Health, UNAIDS and several other NGOs have been successful at increasing knowledge and changing behaviour. An example is the campaign using the former Nigerian President Olusegun Obasanjo in billboards across the nation with a slogan: AIDS is real. Another one is that of FEMI KUTI, the son of Afro-beat musician Fela Anikulapo Kuti who reportedly 4

FRAMING IN THE MEDIA - 5

or was believed to have died of AIDS in 1997, with slogan such as AIDS: no dey show for face or Use Condom. 1.3 Research Question

In an attempt to examine a selected broadcast and print media coverage of HIV/AIDS related story, news or advert, the study was guided by the following research questions: 1. 2. 3. 1.4 What types of frames were used? What themes of HIV/AIDS issues were featured? What styles were used in the HIV/AIDS messages? Objective of the Study

The objective of this study was to assess and evaluate the framing style of media messages on HIV/AIDS in Nigeria using selected media. The purpose of the study is to find out how campaign messages have been framed concerning HIV/AIDS. 1.5 Significance of the Study

The media play a significant role in the fight against the HIV/AIDS pandemic by their agenda setting functions most especially in their priming and framing of issues placed and set on public agenda. Accordingly, the finding of this study may help to achieve the following: Provide a guide for future HIV/AIDS message framing effective for the Nigeria public. Highlight the importance of strategic frames of media messages in achieving behavioral change. 2.0 2.1 LITERATURE REVIEW THEORETICAL FRAMEWORK AND DEFINITION OF BASIC CONCEPTS MEDIA COVERAGE OF HIV/AIDS PANDEMIC This study is situated theoretically within agenda setting and media framing. McQuail (2000:426) define agenda-setting as a process by which the relative

2.1.1 AGENDA-SETTING AND FRAMING THEORIES OF THE PRESS AND

FRAMING IN THE MEDIA - 6

attentions given to items or issues in news coverage influence the rank order of public awareness of issues and attribution of significance. As an extension effects on public policy may occur. Agenda-setting has also been defined as the ability of mass media to transfer the salience of items on their news agendas to the public agendas (McCombs & Shaw, 1994:395). Today, agenda-setting is generally viewed as working from two levels. According to McCombs (1994), the first level of agenda-setting is object salience, which is concerned with the central theme or object of a public issue/news story; while the second level is attribute as emphasized by the media. FRAMING The concept of framing is related to agenda-setting. According to Entman (1993 cited in Griffin, 2006:402) framing is selecting some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem definition, causal interpretation, moral evaluation and or treatment recommendation for the item described. Tankard (1991, cited in Griffin, 2006:401) considers framing the central organizing idea for news content that supplies a context and suggests what the issues is through the use of selection emphasis, exclusion and elaboration. McCombs also suggest that agenda-setting and framing describe similar phenomena. If the first level of agenda setting is the transmission of object salience, then framing is related to the second level agenda-setting; that is, the transmission of attribute salience. McCombs specifically define framing in relation to second level agenda-setting. He defines framing as the construction of an agenda with a restricted number of thematically related attributes in order to create a coherent picture of a particular object (McCombs, 1997 cited in Griffin, 2006). Framing gives an idea that agenda-setting is more or less akin with that of framing analysis, which entails how newsroom choose to highlight specific issues.

FRAMING IN THE MEDIA - 7

Framing is related to the concept of priming which postulates on the assumption that subtle changes in the wording of the description of a situation might affect how audience member think about the situation. The agenda-setting theory of the press has arguably an important role to play in the advert slot or coverage of HIV/AIDS in the media. Dearing and Rogers (1996) point out that over 200 studies conducted in the various parts of world over the past 25 years, show that the media can also have the power to increase level of importance assigned to HIV/AIDS related issues. Thus by featuring the HIV/AIDS related issues more prominently mass media can make the issue worthy of discourse. Singhal and Rogers (2003:86) states that once the media started giving heavy news coverage to the epidemic after the mid 1980s the public began expressing concerns about AIDS and policy makers began to increase appropriations sharply for HIV/AIDS prevention treatment and research. Media steer the readers in this regard to understand the importance of the news issues in different ways. Apart from consistently reporting the issues, newspaper give prominence of the report on pages, the use of letterhead and fonts, the size of report and advert, use of photographs to support and period of reporting. Rogers et al (1991) found that media influence not only the public but also other new media and policy maker. They suggested that the concept of framing and priming therefore should be applied in the coverage of the HIV/AIDS pandemic. They further report that reporters have framed HIV/AIDS by seeking out ways in which the story can be told with conventional news value sensation, conflict, mystery, celebrity, deviance, tragedy, and proximity to the readers. These suggest that the agenda setting and framing theory of the press provide important implications for campaign messages and news coverage of the HIV/AIDS pandemic.

FRAMING IN THE MEDIA - 8

MEDIAS ROLE IN COMBATING HIV/AIDS The media remain the main source for the people to be informed about events and current happening in their surrounding and the world. Research have shown that mass media serve as a major source of information, metaphor, and values in mass society, influencing customs, tasted and morality in a wide range of areas including politics, religion, family and sexual life, science and medicine (Clarke 1992 cited in Valenta, 2002). A research published in a manual on the gender, HIV/AIDS and rights training manual for the media training by inter-press service international association (2003) points out that people do not have access to medical journals, neither are they able to attend HIV/AIDS workshops and seminars, or even have informal chats, with medical practitioners or scientist to get valuable information about HIV/AIDS. The media as a vehicle of healthcare information are therefore vital instruments in raising the publics awareness about the HIV/AIDS pandemic. The free-flow spread of the HIV/AIDS in the developing countries is largely due to ignorance and the media in this situation have an essential function to educate the public about key elements of the pandemic. The media can also educate the people on erroneous notions or beliefs that encourage the spread of the pandemic. In most sub-Sahara African states, misinformation and misconceptions still exists on how the virus is transmitted and how it is prevented. Citing a recent survey from over 40 countries, a UNAIDS report (2004) states that more than half of young people most at risk, those aged 15 24 have serious misconceptions about how the virus is transmitted. In addition, many people do not still have the habit of discussing issues related to sexuality. Since the media have the potential of setting the agenda and have the potential to reach various segment of the population, they can rectify the state of affairs by disseminating accurate and sensible information about the pandemic.

FRAMING IN THE MEDIA - 9

They can also contribute to change of attitude of the public by persistently referring to the transmission and prevention methods of HIV/AIDS. Stein states that the critical role of the media for conveying information about HIV/AIDS can in part be attributed to the persistence of strong taboo on the discussion of sex related topics which result in a relative lack of discussion about HIV within those social networks which generally operate to convey health and other information (2001:4-5). According to the above view, the media can remove myths and misconceptions that blur peoples perception of the disease. The media play an advocacy role in relation to HIV/AIDS in the society, disseminate facts about HIV/AIDS and propagate practical information like how the virus is transmitted and how it is prevented. The media role against HIV/AIDS pandemic can be seen in two ways: the education role and the advocacy role. The Education Role In the World Summit of Ministers of Health, which was held in London in 1998, it was stated that while the vaccine or cure for HIV/AIDS remains elusive, the single most important component of national AIDS programme is information and education. The most powerful role of the media is thus defining the challenge of HIV/AIDS for the general population especially given that the way a problem is defined, determines the way people try to solve it (Stein, 2001:5). The Advocacy Role The media play an advocacy role in relation to HIV/AIDS in the society, though there are two contentious views on the advocacy role of the media, there is a belief that the media should not engage in any social activities or have any social agenda. This is often tied in with the fourth estate view of the media. Landers (1998) study from USA reveals that media workers argued that it was not the job of the press to 9

FRAMING IN THE MEDIA - 10

do public health advocacy work. This view is myopic, because media as a social institution must play it role in the social development of the people. The other view in support of the advocacy role believes that the media should be partakers in social and community development. A study conducted by Stein (2002) and documented under the title What is new: perspective on HIV/AIDS in the South African media shows that most journalist argue that the media as a whole should play an advocacy role vis--vis HIV/AIDS. They believe that the media have a moral responsibility to inform the publics about AIDS, to be critical when appropriate and to ADVOCATE constructive approaches in dealing with the pandemic. Riyadi (2000:1) states that advocacy journalism on HIV/AIDS is relevant. He opines: to contribute effectively to AIDS prevention and care, the media have to change their role into an advocacy role and promote the dignity and rights of people with HIV/AIDS and other marginalized groups. Falobi and Bamigbetan (2000) believe that the media are not doing well in relation to HIV/AIDS advocacy. They argue that journalist have tended to shy away from taking a proactive response to HIV advocacy for the reason that they must remain unaffected and stand aloof commentator on the issue, in his view PANOS (2003:51) for HIV/AIDS, where stigma gender and other from of inequality play such key roles, the media ideally can provide a form where a plurality of voice is heard and discrimination based on prejudice or social economic can state that the status is set aside. Panos went further to state that media can play a role in holding policy makers to account and contribute to debate and change. This view was re-echoed by FOREMAN (2000) when he argues that media can play a significant role in highlighting deficiencies in the response to HIV/AIDS. Media advocacy role can be summarized in points highlighted by African Womens media center manual. The media can generate public policy discussion of HIV/AIDS, which further encourage public awareness and leads to action by political, financial and

10

FRAMING IN THE MEDIA - 11

other leaders. Accurate new coverage of HIV/AIDS can generate public and political support for fighting HIV/AIDS. The media can influence public opinion and attitudes about HIV/AIDS including attitudes towards people with HIV/AIDS. Similarly, the media influence the language of HIV/AIDS, which in turn help shape how people think and deal with HIV/AIDS. The media can also point to health behaviours for the prevention of HIV/AIDS, the protection of those vulnerable to HIV/AIDS. (AWMC, 2002:2) REPORTING ON HIV/AIDS HIV/AIDS, its devastating effects on individual and societies and its link with human behaviour such sexuality are all characteristics which have contributed to making it an issue worth reporting (Sciortino, 1994). However, HIV/AID remain a difficult issue to report because according to USDIN et al (2002:20) fear, prejudice, ignorance and denial and a reluctance to discuss sex openly, in addition to AIDS related polities and economics are all powerful factors that complicate the reporting process. And other conflicts such as those between public interest and individual interest are not easy to resolve. There is also the challenge of keeping the issue of HIV/AIDS newsworthy and topical, rather than repetitive. However, accurate and timely reporting of HIV/AIDS related issues have the potential for preventing the pandemic and reducing the stigma and discrimination associated with the virus. HIV/AIDS issue do not only have to be presented as health stories but can be reported as art, science, culture, sexuality, religion, celebrity news, business and politics. HIV/AIDS can be reported locally, nationally or globally. METHODOLOGY The research was done through daily monitoring of newspaper advert messages and prime time broadcast media adverts in the period from January 2 nd 2008 to March 24th 2008. The monitoring was done on selected media organisation, broadcast, namely Eko 89.75 FM and Ray power FM and AIT and Silverbird Television stations.

11

FRAMING IN THE MEDIA - 12

The print include The Punch, The Sun, This Day and The Guardian. Identified sponsors of this advert include: National Action Committee on AIDS (NACA) National AIDS and STD Control Programme (NASCP) Federal Ministry of Health The AIDS Prevention Initiative in Nigeria (APIN) UNAIDS USAIDS Lagos State Ministry of Health The CARITAS (Catholic Missions)

BROADCAST At the prime time, Ray power FM, Eko FM, AIT and Silverbird televisions station were monitored, the advert messages were the same, both in radio and TV, while the message frame is constant and sometime use as an advice and a short playlet, or as a straight advice from important public figures. However the various advert messages were directed at different group in the society. PRINT Four newspapers were monitored on daily basis, The Punch, The Sun, This Day and The Guardian newspapers. The target audience also varied and some of the messages also carry similar slogan like the TV. The message frequencies were counted and high frequency message were pick for analysis on the framing, effectiveness and implication of those message. Limitation of Study The advert messages monitored in the broadcast were limited to prime time periods which are characterized with high viewing and listening rate.

12

FRAMING IN THE MEDIA - 13

The Research Findings The broadcast recorded higher number of HIV/AIDS advert messages number over the print, with an average of six adverts per station in a week. The print recorded an average of 2.5 per cent. Common Message Frames Aids no dey show for face If you no fit hold body USE CONDOM I be de real guy I dey use rain coat (condom) Or Dont do, but if must Do you use condom The above message is targeted at protective sexual behaviour by the use of condom. The framing is done to sound realistic that man cannot do without sex, but when the need arise one has to protect himself/herself by the use of condom for the prevention of HIV/AIDS. Another underlying implication of the above message is that it encourages promiscuity, and danger in the use of condom is not highlighted in such message. For instance, researches have shown that condoms are not 100% reliable as a preventive measure. Aids is Real Live Responsibly Be faithful to one partner Spread the message Not the virus Aids is Real Live Right

13

FRAMING IN THE MEDIA - 14

The above messages are framed on Abstinence. Be faithful to your partner, and is targeted at couples and dating young and adults. The question for this kind of message is that how realistic is the compliance of abstinence among the people. Religion messages have preached abstinence over a millennium, with little behavioural change on the people. Media Messages targeted at youth Oya make we go now Go where To show say we love ourself Me I no dey go anywhere Me don decide say I go Zip up Everyone now echoed Mr. Zip up This is a strategic message targeted at the youth on the need to abstain from premarital sex, which by study is responsible for the high spread of HIV/AIDS prevalence. This message is frame on the need for both male and female youth to keep the Zip up rather zip down, which may lead to further spread of HIV/AIDS. The third aspect of the recorded advert is the aspect of using personality figure which is also a frame in itself to render advice and discourage the challenge of stigmatization against HIV/AIDS positive people. The content of their message is targeted at the family, to address issue of stigmatization and encourage people in knowing their HIV/AIDS status. Like the former American, President Bill Clinton, the Nigerian former president Olusegun Obasanjo, the General Overseer of the Redeemed Christian Church of God, Pastor Enoch Adeboye and several others.

14

FRAMING IN THE MEDIA - 15

This is an example from a message from Bill Clinton former American President. Hello, this is Bill Clinton Around the world families are dealing with HIV/AIDS We know that one person is affected by this disease or even more, but not everyone know that such treatment is available. The effects of treatment already saved hundreds of thousand of lives, to get this treatment first you must know if you are HIV positive. Testing is easy, quick and complete without emotion. There is no shame in living with HIV/AIDS and the disease is not a death sign, safe, protective medicines are now available for treatment for children and adults. So dont wait, ask your doctor to have an HIV test for you and your family and ask for more information about how to protect yourself, your children and your family by knowing your status and getting treatment the decision you make today, could be the best you ever made. Imagine the possibility of an HIV free generation, it begins with you. This message has been framed in form of encouraging or counseling the people to go out for HIV test. The frames about safe, protective medicine are to build peoples confidence on the need to know their HIV status and get treated. However, the message seems more appropriate for Bill Clinton home country, because some of the message/advice does not apply to our society. Example is ask your doctors to have an HIV test, how many Nigerian family has a doctor? Mostly they use public hospital. CONCLUSION AND RECOMMENDATION The various frames used in the various media advert messages have provided a still picture of HIV/AIDS which inevitably have diverse effectiveness on peoples attitude and perception of the safe lifestyle practices being advocated. The use of words and the meanings they convey become important to the effectiveness of any media campaign, therefore framing of messages must be tested adequately before campaigns are run fully so that the desired behavioral change would be achieved.

15

FRAMING IN THE MEDIA - 16

There is the need to train both media practitioner, especially agency responsible for developing messages on HIV/AIDS on how to use appropriate and effective frames when developing media campaign messages. HIV/AIDS message should be framed and primed to target, that is, creativity must be exercised within the culture and social milieu of the target audience. For instance, Zip up frames HIV/AIDS as a sexually transmitted disease that could be prevented through abstinence but the idea itself seemed rather ambiguous for one can zip up before and after the act. Local and more indigenous slang in adverts should be encouraged. So should the deeper meanings of picture words be pre-tested for better effectiveness.

16

FRAMING IN THE MEDIA - 17

References AWNC (2003). Reporting on HIV/AIDS in Africa: A Manual. Dakar: Ponty. Barzilai-Nahon, K (2005). Gatekeeping in Networks: A meta Theoretical Framework for Exporting Information Control. Retrieved March 14, 2008 from http://www.ischool.washington.edu/karineb/html/pub/Gatekeepingmethatheory.pdf Beharrell, P (1993). AIDS and the British Press. In J. Eldridge (ed), Getting the Message: News, Truth and Power (pp.210 249). London: 11 New fetter lane. Media and HIV/AIDS in East and Southern Africa: A resource book (pp.3 13). Paris: UNESCO. Chirindo, V. (2004). Running Head: Press Coverage of AIDS in Zimbabwe. Though the eyes of the Beholder: Probability Fidelity and Context in Zimbabwean Newspaper coverage of AIDS. Retrieved February 27, 2008 from http://www.bethel.edu/wchikun/paper.pdf Cullinan, K (2001). The media and HIV/AIDS: A blessing and a Curse. Retrieved March 13, 2008. from http://www.journaids.org/docs/ja_ethicscullinan_mediablessing_andcurse.doc Dearing, J and Rogers, E (1996). Agenda-setting. Thousand Oaks, CA: Sage. Falobi, O. and Bamigbetan, K. (2000). When can Journalists become Advocates? Media Networking in the area of HIV/AIDS and the Experience of Journalists against AIDS (JAAIDS) Nigeria. International Conference on AIDS. Durban. Retrieved from http://www.Nigeria-aids.org/reports.cfm?read=15 Foreman, M. (2000). An Ethical Guide to Reporting HIV/AIDS. In K. Boafo and C.A. Arnaldo (eds.) Media and HIV/AIDS in East and Southern Africa: A resource book (pp.25 35). Paris: UNESCO. Framing Public Institute (2002). Framing Public Issue. (pp.16 29). Washington DC. 17

FRAMING IN THE MEDIA - 18

Genvisser, M. (1995). AIDS and the Media. AIDS Bulletin. Vol. 4, No. 1, p. 6 9. Gold, E. and Falobi, O. (2001). Media Coverage of HIV/AIDS in Kenya and Nigeria: Constraints and Opportunities. Retrieved March 11, 2008 from http://www.aidsmedia-Org/Files/711-File-Abstract-Fpr Barcelona.doc Griffin, E. (2006). A First Look at Communication Theory. (6th edition). Boston: McGraw-Hill Companies, Inc. Hester, B. and Gibson, R (2003). The Economy and Second Level Agenda Setting: A Time Serious Analysis of Economic News and Public Opinion about the Economy. Challenging Assumption: Journalism and Mass Communication Journal, Spring, 2003:80/1 pp.73 90, Vol. 80, No. 1. Lear, D. (1990). AIDS in the African Press. Int. Quarterly of Community Health Education, 10(3) 264. McCombs, M and Shaw, D (1994). Agenda Setting Theory. Retrieved March 11, 2008 from http://www.afirstlook.com/manual6/ed6man28.pdf McQuail, D (2002). McQuails Mass Communication Theory (4th edition). London: Sage. Rogers, E., Dearing, J., Chang, S. (1991). AIDS in the 1980s: The Agenda Setting Process for a Public Issue. Journalism Monographs. Retrieved March 10, 2008 from http://www.amazon.com/exec/obidos/tg/detail/-/B0008D5HCM Singhal, A. and Rogers, E. (2003). Combating AIDS: Communication Strategies in Action. New Delhi: Sage UNAIDS (1999). Communication Framework for HIV/AIDS a new direction AUNAIDS Pennslate Project: Geneva UNAIDS.

18

FRAMING IN THE MEDIA - 19

UNAIDS (2004). The media and HIV/AIDS: Making a Difference. Geneva. United Nations General Assembly.

19