COMMUNICATION ROLES ON HIV/AIDS

Communication roles on HIV/AIDS(mass media services).


Radio,television and other mass media can be powerful contributors to quality improvement efforts for HIV/AIDS_related services in societies that are open about the reality of HIV/AIDS.behavior modeling through radio and TV sports, drama and public service announcement (PSAs)can help shape positive norm's and improve service providers performance  as well as increase health seeking behaviors of client at the clinic level ( kincai . et al2000,storey ,l.et al 1999)
Program s can generate demand for service in general manner or through a"branding" approach .the systematic to this is called social franchising .Branding or social franchising promote  services through a  logo or symbol that identifies  a  particular characteristics response to a given market niches (eg youth friendly sites,quality service at an affordable price).To use the brand or logo a given service point must undergo training and usually upgrade it's facilities ,adopt specific, established standard of practice and procedures ;undergo      processes of evaluation certification and a creditation ,as well as a periodic  inspection to ensure it is asastaining quality in order to maintain the franchise.Media campaign can generates demand for certified sites as well as public recognition of the provider team accomplishments.
In communities where stigma still exist significantly ,however, program planner should proceeds coustiouly .Media promotion of STIs HIV/AIDS services may be counter _ productive if people elect not to use them to be associated with such diseases .Services eg VCT,treatment for STIs may be under a great deal of psychosocial stress, fearing family or community stigmatization if they are diagnosed HIV_positive. in this context, the the quality of client provider  communication is critical . service provider must avoid judgemental attitudes, keep  confidentiality ,listen carefully ,encourage client communication, responds to question clearly and be a supportive as possible. finally empathy is the strongest quality a provider communication should have.
Henry Odhiambo

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