THE ROLE OF THE MEDIA IN DEVELOPING COUNTRIES: the case of media coverage of PMTCT in South Africa
ROCHELLE DAVIDSON
INTRODUCTION
According to the United Nations Development Report (2002) progression in the achievement of gender equity and empowerment for women and girls is the third Millennium Development Goal. The report states, “Worse outcomes for women in many aspects of human development result from the fact that their voices have less impact than men’s in the decisions that shape their lives” (23). In particular, the situation of HIV/AIDS the “voiceless” position of women is an actuality that contributes to the risk and vulnerability of women and girls in Sub-Saharan Africa, with approximately 75% of all HIV-positive women worldwide living in this region (UNAIDS, 2004). With poor women being a high-risk group for HIV infection, PMTCT involves many social issues surrounding gender and poverty that create a very complex story. Past coverage of PMTCT issues has been focused on political controversy, making for sensational and one-dimensional stories, often ignoring the voices of those directly affected.
RESEARCH OBJECTIVES
In this study, I will discuss the media’s current role in the development of South Africa, using news media coverage of women’s health in the realm of PMTCT as a case study. In particular, I would like to investigate the implications of media coverage of the recent Nevirapine resistance debates for women’s health and their socio-economic development in South Africa. This research will examine the media using a framework of human development, locating them as a key institutional mechanism to promote developmental issues in South Africa, in particular women’s health concerns.
RESEARCH QUESTIONS
- What is the role(s) and responsibility (ies) of media in a developing country like South Africa?
- What is the role of the print media in promoting to the development of women’s health in South Africa?
- What has been media’s role in promoting women’s health within the realm of PMTCT in South Africa?
THEORETICAL FRAMEWORK
The World Bank (2002) suggests three conditions that provide media with the ability to promote equitable and democratic development:
1. Independence: autonomy, not being controlled by particular interest groups;
2. High quality reporting: the ability of the media to provide diverse views on economic, social and political
issues; and
3. A broad reach in society: being able to bring news (through newspapers, radio or television) to the entire population in their various languages.
Though these are suggestions that apply to any developing country, these conditions will be investigated using the specific history and reality of South Africa and its HIV/AIDS pandemic.
In addition, I will use theories of gender and HIV/AIDS to frame this study.
METHODOLOGY
I have a two-pronged approach to the methodology for this study. Firstly, I will conduct a qualitative content analysis or textual analysis of South African print media between July 2004 and January 2005, particularly coverage of the recent NVP resistance debates. About 100 articles will be analysed, in order to explore whether there is in-depth representation and sourcing of women within PMTCT programmes. This textual analysis will be generally thematic – what were the main themes of the coverage, and what themes were omitted?
Secondly, I will conduct a range of in-depth, semi-structured interviews with development experts, media analysts, health journalists, editors, and academics, as well as other stakeholders. These interviews will form part of a perspective on the role of media in South Africa and its development, and in particular on the role of media in its coverage of women’s health issues within the realm of PMTCT.
CONCLUSION
According to empirical studies “…women’s access to media is associated with better health and fertility outcomes, even after accounting for different income and education” It is evident that media have a socially useful function that can promote such matters as women’s empowerment. My primary concern, using the case study of women’s health within the realm of PMTCT, is to understand how the media can responsibly represent the concerns of vulnerable populations such as women. How can media define their role and how can there be a shift in media understanding of gender concerns from “soft” issues to the more critical subject of development in South Africa?
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