THE MEDIA IN SENEGAL: A DECISIVE ROLE

by Daouda Diouf

In order to describe the relationship between the media, NGOs and AIDS, it is worthwhile to describe the socio-cultural environment in Senegal. In the country there is a deep associative tradition that has given birth to several groups and associations (for young people, community development, sporting and cultural associations, women’s groups, religious associations, and so on). They pursue a number of activities to improve social and living conditions among various population groups. In the different districts, villages and towns, sports and cultural associations offer young men and women opportunities for leisure and competitive activities. Community development associations also engage in environmental conservation activities such as sanitation, reforestation, or the development of groups with a common economic interest to help young people cope with underemployment. This can be through trade, handicrafts, education, fishing and other activities. Alongside these women’s organizations, also known as groups for the advancement of women, have taken initiatives to organize the development of firms run by women in sectors such as trade, agriculture, vocational training, literacy and processing locally-produced cereals. Such organizations also exist in the religious and social spheres, with the emergence of dahiras. These are grassroots organizations of the various Muslim fellowships in Senegal, which are also active in building community facilities such as hospitals, dispensaries and social centres.


Frontline Communities

HIV/AIDS is present in households and communities in the form of an epidemic that spreads by way of society’s economic, political and interpersonal malfunctions. Its impact exacerbates deprivation and problems, when it is not directly responsible for them, and has rapidly led to a vigorous response from local communities and their organizations.


Home-Grown Responses Rooted in Local Culture

Alongside the strategies of politicians and physicians, a multifaceted and multidimensional response has come into being and is developing through the efforts of the different elements of civil society (NGOs, young peoples’ associations, Muslim or Christian fellowships). As a result, NGOs that operate with associations and grassroots community groups such as Environnement, Développement et Action (ENDA) have adopted information and mobilization programmes for prevention and advocacy in an effort to influence policies and decisions, assist and support affected individuals and families, and build up community capacity (training and equipping grassroots leaders and actors) at both local and national levels. Muslim associations and NGOs such as JAMRA, or Catholic ones such as SIDA Services, were quick to commit themselves to the effort. The only free anonymous HIV screening service in Dakar was set up by SIDA Services, which like JAMRA runs HIV/AIDS information and prevention programmes.


The Role of the Media

In order to put the prevention message across, broaden the scope of programmes and reach a wider population, the community sector rapidly made use of the media. It used both traditional channels of communication as well as modern ones including the press, radio and television. One example is the multimedia campaign entitled Paths to Prevention, a programme run by ENDA and its associative partners in various countries in West Africa. The vehicle for this campaign was a lorry-mounted studio/stage for presenting concerts, community plays and a variety of artistic events on dimensions of HIV/AIDS. These were also relayed as live radio broadcasts to a wider audience in villages, towns and neighbouring countries, helping to improve knowledge of HIV/AIDS among rural and poor urban populations. The activities of the studio/stage lorry and the radio broadcasts involved primary and secondary schools and is rightly considered to be one of the factors responsible for the introduction of the subject of preventing sexually transmitted infections (STI) and AIDS into Senegal’s school curriculum. ENDA was also responsible for coordination and the technical content of 12 broadcasts in Africa on AIDS, in partnership with Radio France Internationale (RFI). Each broadcast was subsequently reproduced on a videocassette, and hundreds of copies were then distributed to grassroots groups as tools to promote prevention.

In collaboration with Senegalese Radio and Television, private radio stations and local newspapers, several broadcasts and reports have been produced about community prevention campaigns. The reports have provided infected or affected persons with an opportunity to express themselves and testify about their situation. This exercise generated enormous media interest about issues related to the epidemic. Social mobilization efforts against AIDS (World AIDS Day, National Women and AIDS Day and Youth Against AIDS Week) and the different workshops, symposiums and forums organized by NGOs and the government have all been given broad coverage by the media.

Two years ago a private radio station entitled FM Santé, specializing in broadcasting health information, was launched. The AIDS pandemic occupies an important place in its programme schedule. 

The availability of video footage and stocks on HIV/AIDS from ENDA has enabled media professionals to produce well-researched programmes for better impact. The media have also played a decisive role in providing support for advocacy to bring about policy changes and lobby decision makers. Two examples include the European tour by the Mur des Communautés, which was an opportunity for associations to show the wealth and diversity of responses to the epidemic in the South. Its purpose was to correct the distorted impression in the North that people in developing countries are passively accepting spread of the disease. Another example was a joint action by NGOs and the media in Senegal to persuade government authorities to provide and promote access to antiretroviral treatment. Partly as a result of this effort, for the last three years the government of Senegal has included in its budget approximately CFAF 300 million for antiretroviral treatments. In addition, efforts have been made to persuade medical services to become more specialized in order to provide better case management for people living with HIV/AIDS.


Constraints and Challenges

Unfortunately, the passion aroused by AIDS has prompted some media specialists to treat the issue with sensationalism and factual distortion. This has undermined the integrity and dignity of affected individuals and communities. A report broadcast by national television a few years ago in Senegal portrayed a person living with HIV as living proof of the disease’s existence, rather than emphasizing his courage and the exemplary value of his testimony. The person’s identity was not concealed in the programme, and he later suffered as a result.

In addition, a poor understanding and a superficial interpretation of the facts and figures related to the epidemic in the country (such as the relatively low prevalence rate in Senegal) have encouraged a false sense of security among the population. This has resulted in a relaxation of preventive behaviour. In addition people tend to underestimate their own vulnerability to the disease. For this reason we need to re-examine the kind of relationship that is desirable between the media and NGOs concerning this issue. This relationship should be based on partnership, information exchange and mutual understanding of interests and concerns.

Naturally the commitment of the press and audiovisual media to airing the views of community organizations and NGOs, together with the professional support of specialized journalists who are continually informed of new developments affecting the pandemic, are vital to successfully pass on our message about HIV/AIDS prevention. This is also important for channelling the community sector’s support to political decision makers, donors, pharmaceutical firms and influencing public opinion.

However, it needs to be recognized that NGOs and other associations in Senegal have not yet developed an operational media strategy such as internal communications, media relations, and development of an NGO-media network) in order to make available up-to-date information that will interest not only journalists but their readers, listeners and viewers.


Conclusion

Whenever it has managed to operate, the alliance between NGOs and the media in this country has served as a watchtower against the epidemic’s progression and has had a positive influence on decision making, helping to promote more suitable response mechanisms. Thanks to their training and awareness, media professionals are able to appreciate their catalytic role in bringing about the changes in individual, collective and political behaviour that are required to address challenges such as AIDS.

Voices from Africa no. 10