Framing of HIV and AIDS messages of Zokonda Amayi phone-in radio programme in rural Malawi

Abstract

This study examines how female listeners of a phone-in radio programme called Zokonda Amayi respond to the content of the phone-in radio programme’s HIV and AIDS awareness messages.  The interrogation centered on female listeners residing in the grassroots locations of Lilongwe District in Malawi, central Africa. Zokonda Amayi phone-in radio programme is a weekly show which airs on Malawi Broadcasting Corporation (MBC), the national broadcasting station.  Many women in Malawi are disproportionately affected by AIDS.  A mixed approach model was used to shed light on the applicability of phone-in radio programmes in hosting HIV and AIDS broad-mindedness in rural Malawian ladies.  Data was gathered in a standardized manner making use of questionnaires, interviews and focus group discussions on the research subjects.  Results highlight the high appreciation that the targeted listeners have for the high quality and sufficient content of the phone-in radio programme, a demonstration of how much they have benefitted and are continuing to profit from framing of HIV and AIDS awareness messages on the phone-in radio programme.  It is recommended that the producers of Zokonda Amayi phone-in radio programme should maintain the high standard of quality presentation on relevant and useful content which is positively impacting the women’s lives.