Advertisement

Media and Public Health Communication at the Grassroots: Village Cinemas and HIV Education in Papua New Guinea

  • Verena ThomasEmail author
  • Mark Eby
Chapter
  • 259 Downloads
Part of the Global Transformations in Media and Communication Research - A Palgrave and IAMCR Series book series (GTMCR)

Abstract

Papua New Guinea has been experiencing a rapid influx of audio-visual media and mobile communication technologies. People living in remote communities are finding their own ways to access these media away from traditional mass media channels. The rapidly changing media landscape presents both challenges and opportunities to health communication initiatives, and creates a need for evidence-informed and adaptable approaches to health communication. This chapter investigates village cinemas (haus piksa or CD haus in Tok Pisin) as sites for HIV/AIDS message distribution in the Highlands of Papua New Guinea. While doing so, the chapter adopts a case-study approach in attempting to assess the potential of distributing edutainment material to audiences in the PNG Highlands via CD houses in their local villages. The chapter argues that understanding local behaviors of media consumption is critical for the design and implementation of public health communication initiatives.

Keywords

Remote Community Audience Member Mass Media Campaign Student Researcher Mobile Communication Technology 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. ABC ID. (2012). Citizen access to information in Papua New Guinea. Melbourne: ABC International Development.Google Scholar
  2. Butt, L., & Eves, R. (2008). Making sense of AIDS: Culture, sexuality, and power in Melanesia. Honolulu: University of Hawaii Press.CrossRefGoogle Scholar
  3. Cave, D. (2012). Digital islands: How the Pacific’s ICT revolution is transforming the region. Retrieved from http://lowyinstitute.org/publications/digital-islands-how-pacifics-ict-revolution-transforming-region. Retrieved 22 Feb 2015.
  4. D’Silva, U. M., Hart, L.J & Walker, L.K. (Eds.). (2008). HIV/AIDS: Prevention and health communication. Cambridge Scholar Publishing: United Kingdom.Google Scholar
  5. Eby, M., & Thomas, V. (2014). CD Haus distribution in the Papua New Guinea highlands: Baseline report. CSCM Research Report, 1(1). Goroka: UOG Centre for Social and Creative Media.Google Scholar
  6. Eggins, J., Thomas, V., & Papoutsaki, E. (2011). Engaging youth in community action: A visual methods approach to HIV & AIDS awareness. In Proceedings from 20th AMIC conference, Hyderabad, India.Google Scholar
  7. Kelly, A., Kupul, M., Man, W. Y. N., Nosi, S., Lote, N., Rawstorne, P., et al. (2011). Askim Na Save (Ask and understand): People who sell and/or exchange sex in Port Moresby. Key quantitative findings. Sydney: Papua New Guinea Institute of Medical Research and the University of New South Wales.Google Scholar
  8. LaCroix, J. M., Snyder, L. B., Huedo-Medina, T. B., & Johnson, B. T. (2014). Effectiveness of mass media interventions for HIV prevention, 1986–2013: A meta-analysis. JAIDS Journal of Acquired Immune Deficiency Syndromes, 66, S329–S340.CrossRefGoogle Scholar
  9. National AIDS Council Secretariat (NACS). (2010). National HIV and AIDS strategy 2011–2015. Port Moresby: PNG National AIDS Council Secretariat.Google Scholar
  10. National AIDS Council Secretariat (NACS). (2013). HIV estimates. Port Moresby: PNG National AIDS Council Secretariat.Google Scholar
  11. Thomas, V. (2011). Yumi Piksa – Our pictures: Community-responsive filmmaking as research practice in highlands Papua New Guinea. PhD Thesis University of Technology Sydney, Sydney.Google Scholar
  12. Thomas, V., Iedema, R., Britton, K., Eggins, J., Kualawi, M., Mel, M., et al. (2012). Komuniti Tok Piksa – Integrating Papua New Guinean highland narratives into visual HIV prevention and education material. Sydney: UTS Centre for Health Communication & UOG Centre for Social and Creative Media.Google Scholar
  13. Tufte, T. (2005). Entertainment-education in development communication. Between marketing behaviours and empowering people. In Hemer & Tufte (Eds.), Media and glocal change. Buenos Aires: Clacso.Google Scholar

Copyright information

© The Author(s) 2016

Authors and Affiliations

  1. 1.School of Design, Creative Industries FacultyQueensland University of TechnologyBrisbaneAustralia
  2. 2.School of Media and CommunicationRMIT UniversityMelbourneAustralia

Personalised recommendations