Audience Perception of Multi-Media Approaches Towards HIV/AIDS Campaign in South-South Nigeria

Idorenyin Akpan, Obukoadata Ogheneruke Presly and Joseph Rishante

International Journal of Asian Social Science, 2013, vol. 3, issue 3, 727-740

Abstract: HIV/AIDS campaigns in Nigeria have been intensely vigorous in recent times. They have employed the synergy of several media in the fight against stemming the pandemic. The application of these multi-faceted media approach is borne out of the need to reach as much of the population as possible. Multimedia has had an enormous impact on education, information and entertainment through the features of interactivity and ‘virtualness’ which this study has confirmed makes the message better understood and appreciated. In appraising the extent to which the uses of these multimedia approaches have achieved desired objectives, the study used a sample of 240 respondents drawn through a multistage approach. The mode of appraisal was through the survey and some elementary experimentation. Data was analyzed using the simple percentage to appraise the level of multimedia involvement in the campaigns, and Pearson ‘r’ and Chi Square to ascertain if there are significant relationships and differences between the objectives of the campaigns in conventional and multimedia forms. The study thus concluded that multimedia approaches are better appreciated by the respondents as having the potentials to disseminate the message, maintaining that significant relationships exist between what people expects in these multimedia designs and the level of effectiveness of these designs which have been argued to be quite successful in the campaign against HIV/AIDS, as well as that differences exists between the offerings of conventional media designs and multimedia variants, with the latter getting better ratings.

Keywords: Audience perception; Multimedia approaches; HIV/AIDS campaign. (search for similar items in EconPapers)
Date: 2013
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