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In one study among young South African adults, male participants thought that, if vaccinated with a partially effective vaccine, they could halt other HIV prevention strategies, such as using condoms [ 7 ].
Mass media e. For many people, their knowledge, attitudes, and beliefs about a topic or event are shaped, in part, by media framing.
For example, the attractiveness of a vaccine is affected by whether its efficacy is portrayed as a probability or a ratio [ 10 ]. Moreover, studies demonstrate that individuals make decisions about medical procedures based on potential losses and gains [ 11 - 13 ]. Peters and colleagues have determined that individuals with low numeracy, the ability to understand and interpret numbers, are influenced by number formatting, have increased risk perceptions when presented with medical information using frequencies, and are more likely to be influenced by message framing [ 15 - 17 ].
Most lay individuals do not understand quantitative measures of risk; instead, people tend to understand qualitative statements about risk in the media [ 18 ]. Another important factor influencing risk understanding may be the placement of risk statements within the media article itself. It can be argued that, statements placed at the beginning of a media story impart greater importance and weight based on the assumption that individuals are most likely to read the opening paragraphs or story lead [ 19 ].
Therefore, the way in which the limitations of VMMC and sustained condom use are portrayed in the media may have an impact on individual choices and understandings.
In light of the Phase III population level vaccine trial completed in Thailand in , which only showed moderately efficacious results, it is important to understand how the media are communicating the reality of partial protection, and how individuals may understand partial protection risk messaging when, or if, it is communicated [ 24 ]. In this sense, the portrayal of VMMC in the media may be a useful case study for communication strategies of potential future HIV prevention campaigns.
To our knowledge, only one other study has investigated newspaper and magazine articles published about VMMC as an HIV prevention method [ 25 ]. However, it did not include newspapers from Kenya. First, to investigate VMMC promotion messages in a popular Kenyan newspaper to determine how the limitations partial protection of VMMC are represented, and whether condom use is still being promoted.
Secondly, this study seeks to explore public understandings of the limitations of VMMC in Kenya, through online newspaper reader comments. The Daily Nation was selected due to its ease of access for the study team and large readership in both electronic and print newspapers.
It is estimated that in the Daily Nation had a daily print circulation of , copies [ 27 ], and in the Daily Nation website was the most popular Kenyan website and the 10th most popular website overall in Kenya [ 28 ].
Following the practice of other researchers in the field, it is important that decisional and definitional rules are established in advance [ 29 ]. Jeff Koinange.
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