Aim: We scrutinized
the association between access to mass media and HIV/AIDS related knowledge,
beliefs and behaviours in Kenya. Methods:
Data on a representative sample of Kenyan women between 15 - 30 years of age (n
= 3909) was retrieved from the Kenyan demographic and health survey (DHS 2008)
and analyzed using Chi-square tests and binary logistic regression. Results:
Media use was common with over 70% of participants using radio at least once a
week. Between 3% - 30% of participants had poor to inadequate knowledge/beliefs
about HIV/AIDS, with variations depending on demographic and social factors
such as age, education, literacy, wealth and residential area. HIV/AIDS
knowledge, beliefs and behaviours were associated with exposure to media, even
after control for possible co-variation with social and demographic factor. Conclusion: Despite wide exposure to
media among young Kenyan women, substantial proportions have poor to inadequate
knowledge of the aetiology, risk/protective factors and control measures of HIV/AIDS.
Yet, such knowledge was positively associated with media use. Media thus could
ideally be used to implement a comprehensive awareness campaign in the general
population about the aetiology, risk/protective factors and control measures in
Cite this paper
Muli, I. & Lawoko, S. (2014). The Relationship between Access to Mass Media and HIV/AIDS Related Knowledge, Beliefs and Behaviours in Kenya. Psychology, 5,
736-743. doi: 10.4236/psych.2014.57084
 Anne, M., Johnson, C. H. M., & Cassel, J. A. (2005). Social Determinants, Sexual Behaviour and Sexual Health. In R. G. W., Michael Marmot (Ed), Social Determinants of Health (2nd ed., pp. 318-340). Oxford: Oxford University Press.
 Bandura, A. (1977). Social Learning Theory. Eaglewood Cliffs, NJ: Prentice Hall.
 Bertrand, J. T., & Anhang, R. (2006). The Effectiveness of Mass Media in Changing HIV/AIDS-Related Behaviour among Young People in Developing Countries. World health Organization Tehcnical Report Series, 938, 205-241.
 Bertrand, J. T., O’Reilly, K., Denison, J., Anhang, R., & Sweat, M. (2006). Systematic Review of the Effectiveness of Mass Communication Programs to Change HIV/AIDS-Related Behaviors in Developing Countries. Health Education Research, 21, 567-597. http://dx.doi.org/10.1093/her/cyl036
 Johnson, M. A. (2013). More than Pop Culture: Depictions of HIV in the Media and the Effect on Viewer’s Perception of Risk. Journal of Homosexuality, 60, 1117-1142. http://dx.doi.org/10.1080/00918369.2013.776423
 Kyomuhendo, G. B. (2003). Low Use of Rural Maternity Services in Uganda: Impact of Women’s Status, Traditional Beliefs and Limited Resources. Reproductive Health Matters, 11, 16-26. http://dx.doi.org/10.1016/S0968-8080(03)02176-1
 Malarcher, S. (2010). World Health Organization. Social Determinants of Sexual and Reproductive Health: Informing Future Research and Programme Implementation. Geneva: World Health Organization, 157 pp.
 (2008). Managing the Media Monster: The Influence of Media (From Television to Text Messages) on Teen Sexual Behavior and Attitudes. Washington, DC: National Campaignto Prevent Teen and Unplanned Pregnancy, 1-58671-071-0.
 McQuail, D. (2010). McQuail’s Mass Commmunication Theory (6th ed). London: Sage.
 Nunez, E., Steyerberg, E. W., & Nunez, J. (2011). Regression Modeling Strategies. Revistaespanola de Cardiologia, 64, 501-507. http://dx.doi.org/10.1016/j.recesp.2011.01.019
 Nyamyeya, P., Sheriff, I. D., & Kirya, M. T. (2007). Reproductive and Sexual Health Rights in Kenya, Tanzania and Uganda: An Advocacy and Communication Approach. FEMNET.
 Uganda Bureau of Statistics (UBOS) and Macro International Inc. 2010 (2011). Uganda Demographic and Health Survey 2011. Calverton, Maryland: UBOS and Macro International Inc.
 United Nations (2013). We Can End Poverty 2015: Millennium Development Goals Report 2013. UN, New York.
 World Health Organization (2011). HIV Prevention in Generalized Epidemics: Optimal Interventions for Global Fund Applications : Recommendations for a Public Health Approach—2011. Geneva: World Health Organization; iv, 51pp.