Abstract

This research investigates the role of mass media in combating HIV/AIDS in Uganda, focusing on the case study of
Uganda Broadcasting Corporation (UBC). The study is situated within the global Africa East African, and Ugandan
contexts to provide a comprehensive understanding of the subject. The statement of the problem emphasizes the real
challenges faced in the effective use of mass media for HIV/AIDS awareness in Uganda. The purpose of the study was
to assess the effectiveness of UBC's HIV/AIDS awareness programs, analyze perceptions and attitudes toward
HIV/AIDS in UBC's audience, and identify opportunities for enhanced collaboration and community involvement.
The significance of the study lies in contributing valuable insights to the field of HIV/AIDS communication and media
strategies. The research objectives delve into assessing UBC's programs, exploring audience perceptions, and
identifying collaborative opportunities. Data analysis involved descriptive statistics to capture the effectiveness of
mass media in HIV/AIDS awareness. Survey questions assess respondents' agreement with statements related to
mass media's impact on awareness, perceptions, and collaborative strategies. Findings reveal insights into the
effectiveness of UBC's programs, audience perceptions, and collaborative opportunities. The study contributes to the
literature on mass media's role in public health campaigns and offers recommendations for enhancing UBC's
HIV/AIDS awareness initiatives. The research concludes with reflections on limitations and suggests avenues for
future studies in this critical area.