AUDIENCE PERCEPTIONS AND ATTITUDES ON MEDIA COVERAGE OF HIV AND AIDS PANDEMIC IN LIMPOPO PROVINCE, SOUTH AFRICA

Abstract

This study investigates audience perceptions and attitudes towards media coverage of the HIV and AIDS and factors fuelling the pandemic in the province. A detailed questionnaire was used to collect data from residents of Bochum in Capricorn District, Thohoyandou in Vhembe district, Phalaborwa in Mopani district, and Jane-Furse in Sekhukhune district of the Limpopo province. The study indicated that most residents in the province have positive perceptions about media coverage of the pandemic. In spite of the extensive media coverage, their attitudinal responses were not quite encouraging. The study highlighted that the major factors influencing audience attitudinal response to media coverage of the pandemic include: poverty, rape, Sexually Transmitted Diseases (STDs), alcohol and drugs, and unplanned teenage pregnancy. This study recommends that any HIV and AIDS mitigation strategy in the province should take into consideration the aforementioned factors and that the media should consistently and adequately report on the pandemic as one of the development challenges of the province