Marseille 2007
Marseille 2007
Abstract book
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Abstract #384  -  A Detailed Analysis of the Quality and Content of Discourse around HIV and AIDS in Live, Interactive Radio Phone-in Programmes in Cambodia
Session:
  6.59: Posters A (Poster) on Monday   in  Chaired by
Authors:
  Presenting Author:   Mr David Wood - BBC World Service Trust, United Kingdom
 
  Additional Authors:   
Aim:
The aim of the research by the Institute for the Development of Social Sciences in Cambodia explored and compared differences in attitudes over time between the content of interactive radio call-in programmes provided by the BBC World Service Trust between 2004 and 2006. The programmes formed part of a large-scale mass media campaign funded by the UK governments Department for International Development. Engaging with audiences and promoting discussion and debate around sexual health and HIV issues was a key objective of the Trusts media campaign. To this end the project initiated Radio National Kampucheas first ever live radio call-in programme.
 
Method / Issue:
The aim of the research was twofold. It consisted of a synchronic analysis which aimed at revealing the pattern of attitudes of the participants towards the given topics, that is: condoms, sex outside marriage, PLWHA, sexual relations, virginity and safer sex. This type of analysis identified peoples general opinions, which implies divergences of opinion, and the difference in values expressed by men and women. Additionally, the research consisted of comparing two by two programmes recorded in different periods of time, the longest time interval being 24 months, the shortest 11 months. This second type of analysis allowed highlighting variation over time; this implied variations in attitudes, values and language.
 
Results / Comments:
The overall impression is that there is a new conflict between cultural conceptions and social realities. For instance, people are aware of the importance of condoms but unmarried people still face many difficulties to buy and carry condoms; information about sex is told to be very important but there is still a shame to talk about sex; sex before marriage appears to be a common practice, but the discourse does not take the facts into account and goes on praising virginity. Another notable change is participants use and choice of words. In the latter programmes there was more use of the personal pronoun I, rather than the generalised we. More colloquial words were also used rather than talking in allegory or metaphor. The comparison between the different programmes led us to the fact that important changes in relation to sexual behaviour are taking place in Cambodia.
 
Discussion:
As a hypothesis, we would consider that underlying oppositions between culture and social reality have always existed and can not really be considered as a cause of change. What is interesting is that a contradiction replaces the opposition and as we have seen, the two terms of the contradiction are often expressed in the same sentence. We think that this process is fundamentally due to AIDS, it is precisely the increasing awareness of the danger which transforms an opposition into a contradiction. The necessity to protect ones life and others overtook the cultural reluctance. The example of condoms is very revealing since almost everyone thinks it is necessary, but it is still difficult for unmarried people, mainly women, to buy and carry condoms.
 
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