Behaving ‘better’? The media, HIV/AIDS and stigma

 

Media-400-x-300Assumption 1: That the media has a major role to play in reducing AIDS stigma and denial, and that it is obliged to do so.
Media context
South Africa has a wide range of media and freedom of expression and media freedom are constitutionally guaranteed. The majority of South Africans have access to radio and TV, although TV access reduces substantially in rural areas. While print media has a limited reach, it has a longer life span particularly the monthly magazines. Those who read newspapers tend to be decision-makers and policymakers, so while the print media audience may be small, it is influential. The vast majority of SA media is commercially driven. While the SABC has a public service mandate and gets taxpayers’ money, it seems to have a limited interpretation of what this means (seems to be seen largely as being able to deliver programmes in all official languages rather than promoting issues of national interest).

Commercially-driven media needs to make money, primarily through advertisements. It attracts advertisers by the audience that can be draw to its products. Increasingly, editors have to reach audience targets to ensure advertising revenue, rather than just dealing with editorial content. Given its spread and influence, the media is an important tool in the fight against HIV/AIDS. But it should not be assumed that the commercial media will operate in the public interest or be a watchdog over the powerful. The definition of “public interest” is often contested and those who control the media need to be engaged and lobbied if they are to address HIV/AIDS adequately. There is no general consensus within the media about what the role of the media is, although most journalists covering news are likely to accept that one of their responsibilities is to act as a watchdog – but this role is usually restricted to being a watchdog over government rather than all those who have power. In addition, media convergence has brought with it another kind of “convergence” in terms of the definition of who a journalist is. DJs and talk show hosts sometimes also describe themselves as journalists now and their primary task would be to entertain.

The moral imperative for government to provide antiretroviral (ARV) drug treatment has made a compelling story. But now that the government has decided that the drugs will be available in public health, it will be far harder to ensure that the media continues to report in a substantial manner on HIV/AIDS, maintain pressure on govt and play a watchdog role in monitoring the rollout. The ARV rollout has largely removed the political controversy, and it is going to be far harder to maintain the interest of the media industry.

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