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Contact: Everett Rogers, 277-7569 |
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Nov. 26, 2002 BOOK COAUTHORED BY UNM REGENTS' PROFESSOR ROGERS EXPLORES HOW COMMUNICATION
CAN COMBAT HIV/AIDS Communication strategies can be used to help control the spread of HIV/AIDS
in developing nations, according to a new book "Combating AIDS: Communication
Strategies in Action," coauthored by Everett Rogers, Regents' Professor,
University of New Mexico Department of Communication and Journalism. Published by Sage Publications, the book details global spread of the
deadly virus and points to factors such as political inaction and a lack
of funds to control the disease. The importance of using communication
strategies to influence government policy and gender relations and to
harness the positive aspects of local culture and spirituality is highlighted. Rogers and coauthor Arvind Singhal of Ohio University interviewed hundreds
of doctors, government officials, HIV-prevention program directors and
patients around the world. The authors present research on two broadly successful communication
strategies - entertainment-education soap operas and radio and television
public health campaigns. Beyond advocating HIV/AIDS prevention, Rogers said communication strategies
can be applied to combat other global social problems such as racism,
illiteracy and environmental problems. "We feel that the model has broad applicability to other social
problems, especially where stigma and prejudice are involved," Rogers
said. Rogers has been teaching in universities and conducting scholarly research
for the past 45 years. He is well known for his book "Diffusion of
Innovations," now in its fifth edition. To request a copy of the book, contact Mike Jones, Sage Publications, 805-499-0721, ext. 7744, mike.jones@sagepub.com. ###
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The University
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