The Influence of Mass Media in Shaping HIV and AIDS Risk Perceptions

HIV and AIDS communication campaigns in Kenya have not been successful among the youth given that majority lack understanding of the communicated messages. This book targets Health Communication scholars and students. It looks at the influence of Mass Media in shaping HIV and AIDS Risk Perception among the youth and explains how these perceptions inform their behaviour with respect to sexual choices. Risk perception is considered as the first step towards behaviour change. Through the Mass Media, numerous gains have been realised in reducing new HIV infections in developing countries and Behaviour Change is at the centre of this HIV and AIDS response. Understanding the power of Mass Media in this sense will give the reader an opportunity to leverage on the discussions and develop communication campaigns that are effective in creating an environment in which there is heightened recognition of personal risk.