Approaches to Print Media Advocacy for the Control of HIV/AIDS: Case of Cameroon Tribune and the POST Newspapers

Abstract

The media remains essential for health promotion. Even with the pre-eminence of the new and electronic media, research shows that the print media still plays a vital role in advocacy as it is widely read by the primary targets of advocacy (decision makers). It provides detailed health information to the readers and ensures an easier way of monitoring the works of partners. Yet, although researchers have explored the subject of media advocacy and health promotion, there is no widely known comprehensive data on how media advocacy should be done through the print media. It is in this light that this study set out to explain how the print media can be used as an advocacy tool for health promotion. To attain our objective, we content analyzed the state owned, Cameroon Tribune and the privately owned, the POST newspapers in Cameroon. We examined the approaches used by non-media actors (external media advocacy) and journalism practitioners (internal media advocacy) to advocate for the control of HIV/AIDS. We complemented our content analysis with in depth interviews for further explanations. Variables for approaches to external print media advocacy included; inserts, media events, interviews, op-eds, speeches and letters. Variables for approaches to internal print media advocacy on the other hand included; commentaries, feature stories, editorials and edutainment.