Print Media Reporting of Male Circumcision for Preventing HIV Infection in Sub-Saharan Africa

This report presents the findings of a review examining the types, content, and scientific accuracy of print media reports on male circumcision for preventing HIV infection among men in sub-Saharan Africa. The review involved a trilingual (English, French, and Portuguese) search between March 2007 and June 2008. The research showed that the accuracy of the reports was usually good, although the articles were few and frequently omitted important messages.

According to the report, the mass media are in a powerful position not only to present prevailing opinion but also to influence and lead it. The majority of the public derives its knowledge about HIV from the media, and studies have shown that media has accurately directed the public towards acquiring new medical knowledge, increased knowledge of HIV transmission, and reduced high-risk behaviour.

Articles were screened for the central theme of male circumcision and for publication types designed for lay audiences - newspapers, magazines, newswires, or newsletters. In total, 412 articles were identified, of which 219 were unique and 193 were repeats. The researchers judged the accuracy of the report and determined the context, public perceptions, misconceptions, and areas of missing information in the print media.

The study found that most articles presented circumcision for HIV prevention in a positive light. However, those that portrayed it negatively had an overall repeat rate 2.9 times higher than positive articles, suggesting an inclination to publish anti-circumcision articles or articles with a controversial viewpoint. It found that public health messages formulated by international health agencies were few but generally accurate.

The review also found relatively few inaccuracies in reporting, which may be evidence that the media, guided by the public health authorities, succeeded in portraying issues in easily understandable terms. However, the report also found frequent omission of important messages concerning male circumcision, possibly indicating that public health authorities must work harder to get such messages disseminated. Fluctuations in the amount of coverage given mean that calculated timing and sequencing of messages are needed to maintain adequate publicity of male circumcision. Developing a strategy around conveying certain information could help improve coverage of all important points surrounding the issue. According to the report, this had not yet occurred.

The report also states that reports on male circumcision are few in the part of the world where its adoption could most markedly help curb the HIV epidemic. The researchers remark that although this should be a concern to public health authorities, they must be careful not to create demand that will go unmet until health care systems can deliver the services.

In conclusion, the research suggests that public health authorities must help the media understand important issues. As male circumcision programmes are scaled up, they should be accompanied by a communication strategy that carries accurate messages about important themes around male circumcision.