Recognising that the media is a strong community member, this two-day consultation forum gave editors and experts the opportunity to interact and reflect on experiences and challenges.

Two prominent themes ran through the event. The first was to promote a more enabling environment for effective media reporting on HIV and AIDS through increasing understanding of issues relating to HIV and AIDS.

The second theme was the need for editors and journalists to address HIV and AIDS in their own media institutions. This could be achieved through establishing work based policies and programmes in accordance with the International Labour Organization (ILO) and Southern African Development Community (SADC) codes of conduct.

Responsible reporting

There was a clear message that the language and imagery that journalists use in their reporting must reflect the reality of HIV and AIDS in people’s lives.

The media should avoid using victimising language such ‘AIDS sufferers’ or ‘AIDS victims’. Colleen Lowe-Morna, director of Gender Links, suggested that the term ‘parent to child transmission’ could replace the term ‘mother to child transmission’ to reduce the sense of blame which is inadvertently put upon mothers.

A clear need was for the voices of people living with HIV and AIDS to be better heard. Another was to address the gender dimension of the pandemic and stop perpetuating myths about female and male sexuality.

If journalists are to report responsibly and accurately, a code of ethics for stories and photographs with consent is one way forward.

Media advocacy?

Another debate focused around the role of the media and whether expectations of the media’s role as an agent of social change were too high.

While journalists might be able to better understand issues around HIV and AIDS and know how to use more sensitive language and representation, there is a limit to what can be achieved. This is especially the case when fatigue around HIV and AIDS reporting occurs.

Some participants challenged this assumption and argued that the media environment creates opportunities where real advocacy can take place and that large institutions and funders can be held accountable for their actions.

It is also possible to demonstrate the effectiveness of different community-based initiatives where local people are tackling HIV and AIDS on their own terms. This may prove to be inspirational to others.

Support for media workers

It is difficult to report on the many facets of HIV and AIDS when support is lacking in journalists' and editors' own lives.

All the editors in the region reaffirmed their commitment to introduce HIV and AIDS workplace programmes over the next two years during the SAEF Council Meeting the day after the forum.

The editors also pledged to increase and improve the quality of coverage on issues surrounding HIV, AIDS and gender and to raise the profile of people living with HIV and AIDS, especially women and children who are more vulnerable and affected by the pandemic.

They adopted a two year programme that includes mobilising resources and training editors and journalists to scale up media coverage on the pandemic.

Background information

Exchange provided support for resource persons to attend the forum, which was coordinated by UNAIDS as part of its Global Media Support Programme. The partners involved were Southern African Development Community (SADC), UNAIDS, Panos and The Academy for Educational Development (AED).

The next meeting of SAEF will take place in Mozambique in 2006.

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