International Journal of Education, Science and Social Sciences

Original Articles

Vol. 3 No. 2 (2024)

Students Perceptions of HIV/AIDS Communication Programmes in Tertiary Institutions: Evidence from a Tertiary Institution in Uasin Gishu County, Kenya

Published
2024-12-28

Abstract

HIV/AIDS and Sexuality related information communication among the youth remains a big challenge in many developing nations even with the advancement in information and communication Technology. With the rising cases of new infections among the youth especially in this era of sexual liberalization as epitomized by the “sponsor and sponsoree syndrome”, tolerance for homosexuals and bisexuals culture, the need for emancipation among the youth in our institutions of higher learning with regard to HIV/AIDS Education is very critical. Development communication plays a key role in sexual behavior and attitude change. This paper examines the students’ perceptions on HIV/AIDS communication programmes / activities in tertiary institutions with regard to information, education and communication (IEC) on HIV/AIDS. Guided by a social constructivist-interpretive philosophical worldview, the study adopted a qualitative case study design. The target population comprised undergraduate students, student peer counselors, campus health personnel, institutional management staff, public relations personnel, student counselors, and academic staff. A sample of 52 participants was selected using purposive, quota, and convenience sampling techniques. Data were generated through in-depth interviews, focus group discussions (FGDs), and document analysis, and subsequently analyzed using thematic analysis. The empirical findings revealed that while students perceived existing HIV/AIDS communication programs to be inherently relevant and informative, the vast majority did not actively benefit from or participate in the campaigns. This disconnect was primarily attributed to poor communication channel selection, structural planning deficiencies, and weak institutional implementation strategies. Furthermore, the study identified critical information gaps regarding the socio-cultural and economic determinants of HIV transmission, prevention, and treatment. A similar deficiency was observed in messaging surrounding institutional care and support services, indicating that current communication frameworks fail to cover the full continuum of HIV/AIDS care. The institutional planners underutilized social media platforms, despite students highly preferring these digital spaces because they are non-intrusive and offer confidential, convenient avenues for open discussions on HIV/AIDS and sexuality. The study recommends the design and implementation of responsive HIV/AIDS communication campaigns managed by specialized development communication experts. Institutional planners must extensively leverage interactive social media spaces to facilitate participatory dialogue among students and stakeholders. Finally, campus health campaigns must proactively evolve to address contemporary issues, including modern sexual liberalization, economic vulnerabilities, and diverse sexual orientations, to ensure comprehensive and inclusive prevention outcomes.

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