Asia Pacific Media Educator


This paper focuses on the expanding HIV (Human Immunodeficiency Virus) epidemic in parts of Asia and the Pacific region and recommends the adoption of insights from particular health communication theories. The author argues that these paradigms can assist in broadening the current scope and content of HIV reporting. One theory in particular – Social Change Communication (SCC) - challenges the media to extend the framing of HIV from primarily a health story to one that is linked to more macro socio-economic, cultural and political factors. Asian and Pacific countries that have an emerging or expanding HIV epidemic need to realise a common reality when reporting on the disease; that is, the complexity and interconnectedness of the web of issues into which the HIV pandemic is woven.