gender differences in exposure to mass media and recall by mhk16044

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									  he saw...
  she saw...

                                         gender differences in
                                           exposure to mass
                                          media and recall of
                                           HIV/AIDS related
                                           messaging among
                                          youth in delhi, india



           Devaki Nambiar & paramita dasgupta-mazumdar
* IIYPHD: RIPP (youth) conference * abuja, nigeria * April 29, 2008 *
      what i’ll talk about


1. the HIV landscape in india
2.the hiv and media landscape
  in delhi
3.what was my study about?
4. what were my key findings?
5.now what?
                  the HIV landscape in india

      2,500,000


      1,875,000


      1,250,000


        625,000
                       2,480,000        ~905,000         ~760,000     ~ population
                                                                      of Abuja FCR
             0

            Number of PLWHA
            Number of PLWHA aged 15-24
            Number of PLWHA (15-24) acquiring HIV through sexual transmission


source: national family health survey 2005-2006
   the HIV and media landscape in delhi
Proportion of respondents aged 15-49
                                         proportion of respondents aged 15-49
    with exposure to tv, radio or
                                                 who’ve heard of AIDS
   newspaper at least once a week


       95.00                                100


       71.25     92%    95%                  75     88%    97%



       47.50                                 50


       23.75                                 25
                                                           youth
                                                          (18-25)?
           0                                  0
                                                                 ?
                                  Women           Men

source: national family health survey 2005-2006
what was my study about?



       RQ1 : exposure


 RQ2 : HIV messaging recall


     RQ3 : correlates
               what was my study about?

                                surveyed
                 430  youth 18 - 25 yrs old
                      random sample
              North, South, East & West Delhi
                            &
                  145    youth 18 - 25 yrs old
                         snowball sample
                        delhi HIV/AIDS NGOs
                         (all giving written consent)




* protocol approved by local irb of collaborator center for media studies &
international irb of johns Hopkins Bloomberg school of public health
                    what were my key findings?
                                                             Number (proportion)

              sociodemographic indicators
                                                           males            females
                                                          (N=294)           (N=281)


Average age                                               21.7 yrs          21.2 yrs


proportion married**                                     20 (6.8)           34 (12.1)


proportion completing 10th grade or higher**             248 (84.4)        263 (93.6)


average monthly household income                         950 USD           1,000 USD


average monthly individual income**                       175 USD           100 USD


proportion residing in delhi 10 yrs or more**            176 (46.2)        205 (53.8)


proportion affiliated with HIV NGOs                      78 (26.5)         67 (23.8)

* sig dif at p<0.10 level, ** sig dif at p<0.05 level.
                    what were my key findings?
                             rq1: Number exposed daily to            rq2: Number recalling HIV/AIDS
                                  media (proportion)                 related messaging (Proportion)
 Media-related
  indicators
                                males                      females        males          females
                               (N=294)                     (N=281)       (N=294)         (N=281)



                         222(75.5)**                 229 (81.5)      242 (82.3)       257 (91.5)




                          166 (56.5)                 164 (58.4)      166 (56.5)**     101 (35.9)




                          187 (63.6)                 175 (62.3)      137 (46.6)**     72 (25.6)




                           92 (31.3)                     93 (33.1)    25 (8.5)*        13 (4.6)


* sig dif at p<0.10 level, ** sig dif at p<0.05 level.
                    what were my key findings?
                                           rq 3: odds ratios of recalling HIV/AIDS related messaging

            correlates



Gender
                                                1.55        0.41**        0.33**         0.38**
(ref: Male)


Age                                             0.93        1.02           1.01           0.91


Marital Status
                                               3.51**        1.22          1.05           0.30
(ref: Unmarried)

Education
                                               6.27**        1.78         13.29**        21.59**
(ref: Less than 10th std)

Duration of Residence
                                               2.25**       0.94          0.59**          0.68
(ref: Less than 10 yrs)


Individual Income                                1.0         1.0            1.0            1.0


HIV involvement
                                                 1.21       1.68**        2.90**         10.9**
(ref: uninvolved w/ HIV NGO)
* sig dif at p<0.10 level, ** sig dif at p<0.05 level.
                                now what?

               ** research **                    ** policy/programs **
longitudinal                            strategy segmentation?

qualitative                             -->   young women
                                        -->   immigrant youth
multi-site                              -->   low literacy youth
                                        -->   unmarried youth
education - hiv message recall link     -->   hiv involved youth

other media                             school-based programming
  street theater                        (already segmented)
  phones/sms
  red ribbon express                    mass media reinforcement via
                                        interpersonal communication
text based versus visual interfaces
                                        youth *controlled* media
passive versus interactive interfaces     youth parliament
(esp internet)                            make art/stop aids
               thanks to
                      You all...

              * Center for Media Studies *
        * National Aids Control Organization *
          * Delhi State Aids Control Society *
          * Delhi Network of Positive people *
  * United States Educational Foundation in India *
            * william s. fulbright program *
* Johns Hopkins bloomberg school of public health *

                * The Youth of Delhi *

* British Broadcasting Company World Service Trust *
                     * Breakthrough *
                  * Jagriti Yuva Manch *
                        * Ma Ratni *
   * Model Rural Youth Development Organization *
                    * Naz Foundation *
            * Nehru Yuvak Kendra Sangathan *
         * Indian Medicine Development Trust *
                         * Sahara *
                         * Sharan *
   * Society for the Prevention of Youth/Masses *
                      * WAG-CHELSEA *
                   * Youth Parliament *

      * the nambiar, kumaran & menon clans *
MeDia eXPoSuRe
      aND                      why:
   HiV/aiDS
ReLaTeD STiGMa
aMoNG YouTH iN
     DeLHi
                                                                                WHAT:
        a Fulbright
     research project
                                            When:                                       Findings
                                                                                        overleaf




          The                    Who:
         study
                                                                               Where:
          by                                               HOW:
    Devaki Nambiar

   in affiliation with the




Center for Media Studies     about the author:
                             Devaki Nambiar is a Phd candidate at the
                             johns hopkins bloomberg school of public health
          2007               and 2006-2007 fulbright scholar to India.
                      1:     what HIV/AIDS related
                             Media is out there?
MeDia eXPoSuRe
      aND
   HiV/aiDS
ReLaTeD STiGMa
aMoNG YouTH iN         2:    what media do
                             youth recall?
     DeLHi



       The
    Findings



                       3:    do youth stigmatize PLWHA*?


Acknowledgements:      4:    is there a link between media recall
                                          and stigma?




                    * PLWHA = people living wit
                                                h HIV/AIDS

								
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