Journal of Media Studies, Vol 36, No 1 (2021)

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Role of Interpersonal Communication and Mass Media in Awareness, Prevention and Control Of HIV/Aids in Punjab, Pakistan

Zaeem Yasin


The objective of the study is to compare the role of interpersonal communication and mass media in awareness, prevention and control of HIV/AIDS in Punjab, Pakistan. It aims to determine whether interpersonal communication is more effective in motivating to adopt the precautionary measures for HIV/AIDS as compared to mass media. The precautionary measures include prevention, adoption of precautions measures and its cure. Theoretical framework is structured with the help of Elaboration Likelihood model and Two-step flow of communication. Population of this study comprises Female Sex Workers (FSWs), Injection Drug Users (IDUs), Male Sex Workers (MSWs) and clients of Sex Workers of different age groups and residing in Lahore, Multan & Faisalabad. The data is collected through focus group discussion and in-depth interviews. The key findings of the study are that: Interpersonal communication is more effective in creating awareness, control and prevention of HIV/AIDS than mass media. Barriers in adopting preventive measures can be controlled better by interpersonal communication than mass media. 


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