Explain the role of mass media in creating awareness on HIV/AIDS

An effective media can raise the awareness level and can also bring about sustainable behavior change thereby reducing vulnerability to the virus. Media is capable of performing the following roles in preventing HIV/AIDS:

• A Channel for communication and Discussion: One of the roles of Media is to open the channels for communication and foster discussions about HIV and interpersonal relations. Addressing HIV/AIDS in the entertainment programs can have an enormous impact on the society at risk.
• A vehicle for Creating a supportive and enabling environment : Mass media can be instrumental in breaking the silence that envelopes the disease and in creating an encouraging behavior for combating with existing social norms and making positive changes in the society. For example, the Indian village, Lutsaan, turned its back on the dowry system after listening communally to Radio soap opera Tinka Tinka Sukh (Little steps for better life) aired on All India radio.
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