Abstract
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.
Zaeem Yasin. (2021) Role of Interpersonal Communication and Mass Media in Awareness, Prevention and Control Of HIV/Aids in Punjab, Pakistan, Journal of Media Studies, Volume-36, Issue-1.
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