It recognizes the fact that sometimes wanting to change a health behavior isn't enough to actually make someone do it, and incorporates two more elements into its estimations about what it actually takes to get an individual to make the leap. These two elements are cues to action and self efficacy.

The key variables of the HBM are as follows:

Perceived Threat: Consists of two parts: perceived susceptibility and perceived severity of a health condition.

Perceived Susceptibility: One's subjective perception of the risk of contracting a health condition, People will not change their health behaviors unless they believe that they are at risk.
Those who do not think that they are at risk of acquiring HIV from unprotected intercourse are unlikely to use a condom.

Perceived Severity: Feelings concerning the seriousness of contracting an illness or of leaving it untreated (including evaluations of both medical and clinical consequences and possible social consequences). The probability that a person will change his/her health behaviors to avoid a consequence depends on how serious he or she considers the consequence to be.
If you are young and in love, you are unlikely to avoid kissing your sweetheart on the mouth just because he has the sniffles, and you might get his cold. On the other hand, you probably would stop kissing if it might give you IV

Perceived Benefits: The believed effectiveness of strategies designed to reduce the threat of illness. It's difficult to convince people to change a behavior if there isn't something in it for them. An addict probably won't stop smoking if he doesn't think that doing so will improve his life in some way.

Perceived Barriers: The potential negative consequences that may result from taking particular health actions, including physical, psychological, and financial demands. One of the major reasons people don't change their health behaviors is that they think that doing so is going to be hard. Sometimes it's not just a matter of physical difficulty, but social difficulty as well. Changing your health behaviors can cost effort, money, and time.
If everyone from your office goes out drinking on Fridays, it may be very difficult to cut down on your alcohol intake.

Cues to Action: Events, either bodily (e.g., physical symptoms of a health condition) or environmental (e.g., media publicity) that motivate people to take action, they are external events that prompt a desire to make a health change. They can be anything from a blood pressure van being present at a health fair, to seeing a condom poster on a train, to having a relative die of cancer. A cue to action is something that helps move someone from wanting to make a health change to actually making the change. Cues to actions is an aspect of the HBM that has not been systematically studied.

Other Variables: Diverse demographic, socio-psychological, and structural variables that affect an individual's perceptions and thus indirectly influence health-related behavior.

Self-Efficacy: The belief in being able to successfully execute the behavior required to produce the desired outcomes. Self efficacy looks at a person's belief in his/her ability to make a health related change. It may seem trivial, but faith in your ability to do something has an enormous impact on your actual ability to do it. Thinking that you will fail will almost make certain that you do. In fact, in recent years, self efficacy has been found to be one of the most important factors in an individual's ability to successfully negotiate condom use.

 

DEVELOPMENT MEDIA THEORY

Development media theory advocates media support for an existing political regime and its efforts to bring about national economic development. It argues that until a nation is well established and its economic development well underway, media must be supportive rather than critical of government. Journalists must not pick apart government efforts to promote development but, rather, assist government in implementing such policies.

The underlying fact behind the genesis of this theory was that there can be no development without communication. Under the four classical theories, capitalism was legitimized, but under the Development media` theory, or Development Support Communication as it is otherwise called, the media undertook the role of carrying out positive developmental programmes, accepting restrictions and instructions from the State. The media subordinated themselves to political, economic, social and cultural needs. Hence the stress on "development communication" and "development journalism". There was tacit support from the UNESCO for this theory. The weakness of this theory is that "development" is often equated with government propaganda.

The tenets of this theory are:

1.      Media must accept and carry out positive development tasks in line with nationally established policy.

2.      Freedom of the media should be open to economic priorities and development needs of the society

3.      Media should give priority in their content to the national culture and language(s) priority of coverage to other development countries.

4.      Media should give priority in news and information to links with other developing countries that are close geographically, culturally or politically.

5.      Journalists and other media workers have responsibilities as well as freedoms in their information gathering and dissemination tasks.

6.      In the interest of development ends the state has a right to intervene in, or restrict, media operation; and devices of censorship, subsidy and direct control can be justified.

HIV/AIDS

Human Immunodeficiency Virus is an infectious agent that causes acquired immunodeficiency syndrome (AIDS), a disease that leaves a person vulnerable to life-threatening infections. Scientists have identified two types of this virus. HIV-1 is the primary cause of AIDS worldwide. HIV-2 is found mostly in West Africa. It is passed from one person to another primarily during sexual contact

Acquired Immunodeficiency Syndrome (AIDS) is a human viral disease that ravages the immune system, undermining the body’s ability to defend itself from infection and disease. Caused by the human immunodeficiency virus (HIV)

The issue of HIV/AIDS campaigns in Nigeria as one beyond the point of telling people what HIV/AIDS means, most Nigerians' can be said to at least have a general idea on what HIV/AIDS Is. In recent times however, due to this assumption that the average Nigerians knows what HIV/AIDS is there seems to be a decline in the rate at which HIV/AIDS campaigns are publicized in times past,, there were adverts such as the old circle condom advert, drama series like “wetin dey” but most of those sort of education programs have given way to newer emerging issues like cancer. This however does not mean that we are well knowledgeable in this area because new information arises everyday and we have stopped updating our knowledge and so it is possible to say that there is declining knowledge about HIV/AIDS In Nigeria.