1Namibia University of Science and Technology
2University of Namibia
This study investigated HIV & AIDS stigma in the Namibian media from the purview of organizations working with PLWHA. The focus was on frames used in reporting on HIV & AIDS in the Namibian media using key informant interviews with persons from these organizations to nd out if the reporting had priming effects.
The study thus makes a contribution to the framing and priming literature by taking an approach that does not involve audience members as most studies are wont to do given the sensitivity of the matter being investigated but using the next best approach of persons that have direct dealings with PLWHA in Namibia.
The ndings indicate the presence of stigma that is manifested in various behaviours that serve to label and ostracise PLWHA. What is unclear is if the media is solely responsible for such priming effects. Other studies may wish to take that angle to investigating HIV & AIDS stigma in Namibia and elsewhere.
Flowing from these ndings, we recommend engagements between media organizations and entities working with PLWHA as well as continuingprofessionaltraining for reporters tomakethem moresensitiveinreportingon this important subject.
HIV&AIDS, Stigma, Framing, Priming, PLWHA
