Perspectives of media in health and social care Essay

The objective of this essay is to understand the representations of the media in Human Immunodeficiency Virus (HIV)/acquired immune deficiency syndrome issue on gays and bisexual persons within health and mixer like setting. The importance of the mass media result be discussed to gain insight in promoting aw atomic number 18ness on HIV/ assist. It will clarify some proper(postnominal) theories and sit downs of prelude as they relate to mass media context in resemblance to the case studies and conclude.Irwin et al (2003) assert that the prevalence of HIV/ back up pestilential in both developing and developed world including the United commonwealth (UK) has increased to a level that is beyond the control of the human behaviours as a result, the increasing set of pot infected with the HIV/AIDS and the rate of spate dying in end points of mortality rate have caused a concern among policy makers, journalists, governments and the Non-Governmental Organisations (NGOs) throughout the entire world. For example, tidy sum infected are estimated at 34 million with HIV/AIDS while people who died is at 1.7 million globally (UNAIDS 2012). This led journalists crosswise the globe including the United nation (UK) to adopt strategies and develop tools to combat the epidemics.stag (1991) defines mass media as devices that simultaneously transmit capacitys to large numbers of people and indicates that media are classified in three different kinds which include presentational, representational, and mechanic or electronic media. The mass media performs three key functions educating, shaping in the public eye(predicate) coituss, and advocating for a break openicular policy or point of view. As schooling tools, media not only impart knowledge, but can be part of larger efforts to provoke health issues and opposite related activities (e.g., genial marketing) to promote behaviour exchange social utility (Department of Health 2011).For instance, when using the soc ial marketing, the mass media targets a picky through poster and other adverts to affirm gays and bisexual about the HIV. Beck et al (2005) emphasises that the presentational media ensures face-to-face parley, e.g. speech. He similarly indicates that the representational media en suitables heart and souls to be stored, passed over a distance and produced in the absence of the participants because they use symbolcodes of prints, graphics and photography to communicate e.g. newspapers, comics and magazines.Thomson and White (2008) say that the messages are projected through television, radio, newspapers adverts, magazine, leaflets, books, and internet. This is evidenced in the communication vex which states that the black market of information is a system of conveying a message in two ways, or in a multiple channels, because individuals will get opinions which are influenced by the type of message to be delivered. The ideal is found on two step system of information flow wh ich in turn influences the wider community (Wellings and Field 1996). In United Kingdom (UK), the Department of Health allocated 2.9 million each year to promote at the national level, the HIV/AIDS prevention campaigns through TV and other adverts (House of Lords 2010).The application of Marxist theory emphasises on the direct relationship exist between those who have economic power and those who can be able to disseminate information across the purchase order. Tones and Tilford (2001) emphasised that the environmental model of approach is based on the advocating for the prevention of infirmity rather than depending on medical cure. Medical treatment is limited in providing doingive behavioural change and cure. In other perspective, when using the environmental approach, a set of serial programmes about HIV has only attempted to raise the awareness of how the disease can be contracted and prevented. Karpf (1998) identified the looking after yourself model said that this model mainly focus on individuals behaviour change.The construct of look after yourself approach has helped media and health organisations to campaign through TV, piano tuner and providing advices and necessary information to make people aware of the HIV effects. It excessively changed the way the society used to perceive the value of culture in line with the HIV/AIDS among gay and bisexual society, and this has become mainstreamed in the society (Miller 2002). McQuail (2010) emphasis that Marxist theory, put emphasis on promoting ideas than looking at material structure of the society.However, Marxist theory has contributed to the onward motion of mass media its critics depend on how media could have the power to influence the society in order to effectively effect change (McQuail 2010). The functionalist theory is based on the human behaviours which are run by the way social pattern reflect some kind of stability in relation to the social solidity (Brym and Lie 2010) For instance, t he use of TV as a channel todisseminate information on HIV/AIDS has offered sights and real message to stimulate people representation to understand the significance of the effect of having HIV/AIDS.Despite the use of TV as means of disseminating the message on HIV/AIDS, has a limited scope in term of coverage because it is often limited to crises (Basten 2009). The UNAIDS (2004) report indicates that with TV there are some costs associated to it, for instance, the cost of advertising a short turn away on health issues such as the HIV/AIDS is high, because of cadence consuming and creative art for the performance to meet a particular market segments ( Hornik 2008). Beck et al (2005) indicates that the use of the radio as a media of communication has the potential to reach diverse groups of people and huge number of people within the community.