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Publication Type
Conference Proceedings
UWI Author(s)
Author, Analytic
de Bruin, Marjan
Author Role
Presenter
Author Affiliation
Caribbean Institute of Media Communications
Paper/Section Title
Communication approaches in the Caribbean
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Proceedings Title
International Association of Media and Communication Research (IAMCR)
Date of Meeting
July 20- 26, 2004
Place of Meeting
Porto Alegre, Brazil
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Abstract
Up to a few years ago, research on quantity and quality of media coverage of HIV/AIDS in Jamaica and other Caribbean countries indicated that this coverage was almost entirely-driven. Most media did not attempt to translate the jargon of experts into more ordinary language to make the topics comprehensible to the larger audience. These days, some of these shortcomings have disappeared, media have begun to cover the topic more frequently and in a greater variety of formats. In spite of these changes for the better, media still seem to be underutilized as important agents for change. Research data show that simply increasing knowledge is not sufficient. For instance vulnerable groups such as adolescents all know that risky sexual behaviour could lead STIs to such as HIV. They all know what HIV involves, and the fatal consequences such an infection can have. However, this knowledge does not seem to lead to behaviour changes. The presentation focuses on the following questions: How do we utilize what seems to be the unused potential of media in effective communication on the HIV/AIDS question? What are common practices in the Caribbean and what can we learn for the next five years?....
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