Author(s)

Precious Madula^1,2*, Yu Hong¹, Wellman Kondowe²

¹School of Journalism and Information Communication, Huazhong University of Science and Technology, Wuhan, China.
²Department of Languages and Literature, Mzuzu University, Mzuzu, Malawi.

Radio programs are very important in developing countries in informing the masses about public health matters. Their role is quite visible in the fight against HIV/AIDS through dissemination of messages aimed at informing the publics about the dangers of HIV/AIDS and what prevention measures can be employed. Drawing on framing and social learning theory together with readings on media effects, this study aimed at establishing whether Pasimba radio program is having an impact in promoting behavioral change among couples in Malawi. Data was collected through a survey (N = 100) and data was analyzed using cross tabulations, chi-square, correlation and regression. Results indicate that there is a significant relationship between respondents who listen to the program and those that have the propensity to undergo HIV test. This implies that Pasimba program is having an impact in influencing behavioral change and that there is a correlation between listening to the program and having the motivation to know one’s serostatus.

Media Campaign, Couple Communication, Behavioral Change, Voluntary Counselling and Testing

Madula, P. , Hong, Y. and Kondowe, W. (2017) Facing the Enemy Head-On: The Role of Pasimba Radio Program in Promoting the Fight against HIV and AIDS in Malawi. Advances in Journalism and Communication, 5, 278-292. doi: 10.4236/ajc.2017.54016.