Introduction: One consensus in discussions on HIV/AIDS communication in low and middle income countries (LMICs) is the need for communication models to focus on activity rather than cognitive indicators in order to achieve desired improvements in health behaviors and outcomes. Past failures of HIV/AIDS communication efforts in LMICs have been attributed to emphasis on cognitive indicators. This study analyses HIV/AIDS communication models in Nigerian newspapers.
Methods: Data were obtained through analysis of manifest content of four Nigerian papers issued between 2002 and 2004. Frequency, prominence and space dedicated to HIV/AIDS-related topics were measured. Descriptive statistics were used to highlight the frequency and percentage of cognitive- and activity-oriented information on HIV/AIDS.
Results: A total of 464 HIV/AIDS-related articles were identified. Fifty-nine percent (274) of articles were activity-oriented. Over half of articles were news stories. No news story made front and back pages lead. There were only nine editorials on HIV/AIDS.
Conclusion: This study shows that the activity model of HIV/AIDS communication dominates the four Nigerian mainstream newspapers studied. However, it is worth noting the limited number of editorials and feature articles, which have the capacity to stimulate debate and foster a social environment in which AIDS is addressed in a spirit of openness. For a country that has the third largest number of people living with HIV/AIDS globally, one would expect the mass media to deliberately play an instrumental and a more active role in the battle against the disease by engaging in in-depth contextual discourse on HIV/AIDS.
Keywords: Cognitive; HIV/AIDS communication; activity; agenda; context; low and middle income countries; mass media; newspaper.