Knowledge of Women about HIV/AIDS in Pakistan: A Contribution of Media Exposure and Sociocultural Factors

Purpose: Globally, HIV/AIDs has become a major public health concern. Sufficient knowledge about HIV/AID’s and positive attitudes of individuals plays an important role for its prevention, control and treatment. Whereas, number of misunderstandings and prejudiced attitudes prevail in general public about individuals having HIV/AIDS. Therefore, the current study aims to explore the effects of sociocultural factors and exposure of electronic media on HIV/AIDS-related knowledge among women in Pakistan. Design/Methodology/Approach: This study used secondary data from the 2017-2018 Pakistan Demographic and Health Survey (PDHS). The unit of analysis was households in Pakistan consisting of women of reproductive age (15-49 years). A survey conducted about HIV/AIDS among 4823 women ever-married having age group 15-49 years to investigate their knowledge about HIV transmission approaches and prevention methods, along attitude with people having HIV/AIDs. Descriptive analysis and bivariate analysis conducted to find relations with sociocultural factors and electronic media exposure. Findings: In addition, bivariate and multivariate logistic regression techniques used to find the relationships between HIV/AIDS knowledge and attitudes towards people living with AIDS, and their relative antecedents. The results indicate that majority (65.6%) women have good HIV-related knowledge. In addition, women with higher ages, having higher education level, belonging to the richest wealth quintile, currently working, living in Gilgit-Baltistan (GB) and Azad Jammu and Kashmir (AJK) regions, and having exposure to electronic media (internet, newspaper, radio and TV) had higher HIV-related knowledge. Implications/Originality/Value: The results reveal that women education, economic status, and electronic media exposure are vital for filling knowledge gaps, reducing myths, and stigma about HIVAIDS. The current research recommends focused involvements to increase women’s knowledge and positive attitudes, with media playing an active role in reaching wider audiences and correcting misconceptions.