AIDS stigma still rife in global media

Media analysis of HIV/AIDS coverage globally

Pretoria, 30 November 2013: During the past year, global media coverage continues to generate a negative view of HIV/AIDS, reiterating the issue as a pandemic and further entrenching stereotypes associated with the syndrome. Only South African media have chosen an overall positive narrative in this regard.

“The approach that South African TV news have taken allows for a more progressive view point,” suggests Stephano Radaelli, a senior researcher at Media Tenor. “In this way, the public does not only see AIDS as an epidemic but also as a way of life with purpose and hope.”

The research also found that media have been responsible for driving a dissociated message around HIV/AIDS. A third of global TV news coverage on social groups (33%) has been generated for those living with HIV/AIDS while just under half of that (17%) has been attributed to society in general and even fewer reports (0.38%) generated for men in general. “More alarmingly, German TV news have been particularly guilty of dissociating the issue from a domestic perspective by providing more than 90% of their coverage on the AIDS issue to foreign countries.”

Foreign coverage on HIV/AIDS is seeing a greater focus on the U.S. and Africa. More so, both are receiving positive tonality in this regard. “This suggests that the public should be more informed on the positive developments made in both areas, while South Africa does not hold the same positive image on HIV/AIDS as it does in its own media,” adds Mr Radaelli.

These results are based on an analysis of 598 reports on HIV/AIDS in 27 global TV news programs in 12 countries from 1 November 2012 to 31 October 2013. For 20 years, MediaTenor’s mission has been to contribute to objective, diverse and newsworthy reporting by bringing together the diverse parties who both impact and are affected by the news. Media Tenor’s global research projects include analyses of election campaigns, investor relations, public diplomacy, corporate communications and other topics critical to news makers and news audiences.

For additional information, or to schedule an interview with Media Tenor, please contact Stephano Radaelli, 012 369 7760 or 082 645 3041, This email address is being protected from spambots. You need JavaScript enabled to view it.