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Citation Information

Type Thesis or Dissertation - Master of Arts in Communication
Title The influence of mass media in shapiHIVhiv and AIDS risk perceptions: the case of secondary school youths in Kisumu East District
Publication (Day/Month/Year) 2013
Although perception of risk is considered to be the first stage towards behavioral change, from
risk-taking to safer behavior, many studies indicate that, despite intensive campaigns and
availability of information on HIV and AIDS, there is a gap between the level of knowledge and
behavior among the youth. The Kenya Demographic Health Survey of 2008/09 reveals that,
Nyanza Province has the overall highest infection prevalence in Kenya with a prevalence of 8%
among youth in the age bracket of 15-24 years compared to the overall national prevalence of
The purpose of this study is to find out the influence of the mass media in shaping HIV and
AIDS risk perceptions among the youth and understand how these perceptions inform their
behavior with respect to sexual choices. This study will be carried out in schools in Kisumu East
District which has a student population of 14,140 youth in the age bracket of 15-19 years
attending those Schools. A sample size of 375students will be selected. To define and describe
data and characteristics about the population being studied, both quantitative and qualitative data
will be collected using a structured questionnaire. The relationship between communication of
information on HIV and AIDS, correct risk assessment and the likelihood of indulging in
potentially risky sexual behaviors will be examined.

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