People living with HIV and AIDS (PLWHIV) constituted a mere four per cent of sources for all news items, compared to 42 per cent of government officials and officials representing international organizations. PLHIV were most often used as sources in Swaziland (10 per cent), Tanzania (seven per cent) and South Africa (six per cent). In Malawi no PLHIV were used as sources in the period under review. Despite the disproportionate burden of the pandemic borne by women, who constitute the highest proportion of those living with HIV as well as provide most of the care, they constituted only 39 per cent of sources overall. Men’s voices dominated in all topic categories, except for care. The bulk of the coverage (40 per cent) centered on prevention but issues such as sexual power relations, mother-to-child transmission, intergenerational sex, gender-based violence and cultural practices as sub-topics of prevention received limited coverage. Care and support received a mere 16 per cent of total coverage. Within this topic category, orphans and vulnerable children received the greatest attention, with home-based care (often a euphemism for unpaid women’s work) receiving only minimal mention. In the area of treatment, the media focused on anti-retrovirals (32 per cent) and the medical aspects of AIDS (27 per cent), while positive living, the role of nutrition and where to go for help received only marginal mention. The impact of the epidemic received a mere five per cent of coverage, suggesting that the media still views HIV and AIDS as a health rather than a developmental matter. 2.2.2 The challenge of ethical reporting The media has a responsibility to promote a human rights approach to editorial coverage that gives a voice to women and men, people living with HIV and all interest groups, and challenges stereotypes around HIV and AIDS and its gender dimensions. This is what ethical and diverse reporting means. As opinion shapers, the media has tremendous influence in society. People rely on the news and information presented in the media, and what becomes newsworthy often forms part of the public agenda. The media may not entirely change behavior, but through sustained reporting of the pandemic, it can create the necessary impact in terms of awareness and behavioral change. It can play a critical role Annual Report 2006 HOW DOES MAP WORK? The Southern African Editors’ Forum (SAEF), which comprises representatives from the national editors’ forums of countries in the SADC region, is the overall coordinator of MAP. The HIV & AIDS and Gender Mainstreaming Committee of SAEF works in partnership with organizations in the region that promote freedom of expression and media professionalism in the implementation of MAP. Lead agencies coordinate the work of the different sub-sectors, including raising funds for, and managing activities. The sub sectors and lead agencies are: · · · · · Newsroom policies: Gender Links and MISA through GEMSA; Ethics: AED; Training: PANOS; Research and monitoring: MMP; Information and Resources: SAFAIDS. The lead agencies convene reference groups comprising the various partner organizations. These include: the Media Institute of Southern Africa (MISA), UNAIDS Regional Support Team for Eastern and Southern Africa, Gender Links, Gender and Media Southern Africa Network (GEMSA), Institute for the Advancement of Journalism (IAJ), Inter Press Service (IPS), Media Monitoring Project (MMP), SADC NGO Consortium, SAFAIDS, Wits School of Journalism, Zambian Institute of Mass Communication (ZAMCOM), Rhodes University, NSJ. SAEF will annually convene the Media Partners Consultation where feedback will be provided on progress made in achieving the objectives of the Media Action Plan (MAP). 15