Abstract #361  -  Using media to promote healthy adolescents sexual behaviors
Authors:   Presenting Author:   Nonofo Losike-Sedimo -
Additional Authors:  Mr/s Ab Ngwako,
Aim: Research and reviews on media show that adolescents are great consumers of media content. Media has been criticized for high volume of sexual content that affect the adolescents risky sexual behaviours. On the other hand mass media have been used as tools to promote sexual health almost since their invention. During world war two colourful posters were used to disseminate information on STIs. Recent reviews of effectiveness of media interventions for a variety of health issues suggest that media can affect knowledge, attitudes, and behaviours. One of the reviews reports that behaviour change is one of the most successful outcomes achieved through media exposure. Media has also been reported to promote the adoption of new behaviours by showing actions that an individual can take rather than prevention or cessation of the problematic behaviour. Media campaigns for public health in the US have also been seen as effective. This study is guided by an ecological expansion of the theory of reasoned action or planned behaviour. According to the theory of reasoned action or planned behaviour an individual�s intention to engage in behaviour is the primary determinant of whether the behaviour occurs or not. Intentions are in turn influenced by the individual�s behavioural beliefs and attitude about the behaviours considered. The ecological expanded version explains the role of environmental factors such as media or culture that motivate human behaviours. The current study seeks to explore the possible influence of media as an external or environmental factor that influences adolescent sexual behaviour. The study asks can media be used to change adolescents risky sexual behaviours. An exploration of use of all media popular with the adolescents will be undertaken to understand how the sexual content in them affects the adolescents. Qualitative methods that included focus group interviews and story telling will be used to collect data. The findings of the study will be used to facilitate the design of an HIV/STI risk reduction intervention for adolescents in Botswana.
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