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How can we define media? A collection of channels through which information is transmitted to reach a large number of audiences who are scattered in various locations. Through media, the audiences get same content at same time with same quality. Though sometimes there may be some barriers in communication. Radio is one of most important equipment of fastest communication to big audience. Roles of media in the society (Radio) As fourth estate, Media has big role to any society. i. Informs. Provide a vital information about daily life and all events in the world of news and information. News is important to the society including prevention, detection, treatment and advocacy of breast and cervical cancer. Through media, the disease will be well known and people will be aware of it. ii. Media Educates. We need to use media to educate the society about breast and cervical cancer by inviting health consultants and professional personnel to explain inner about the issue through radio programs such as features, talk, discussions and documentaries. Also it should include calls in. Survivors of the disease can speak their experiences/challenges to inform the society that breast/cervical cancer can be avoided or healed if reported early. iii. Entertainment. This is a very good method to deliver education in a simple way. Radio drama or plays about breast/cervical cancer will be enough education to the society. Drama and plays SHOULD include health professional, survivors and advocacy. Positive results proved when the government and other institutions used this method to fight against HIV/AIDS, Malaria, TB, Dengue fever etc. we can apply same way for breast and cervical cancer. iv. Advertising. We normally use media to advertise products of different kinds to the public in order to be known. Also we can use media to send information about important issues which will help us combat breast and cervical cancer to our people. For example medicine, centers where we can visit and get information about the disease, equipments and so on. Here is the home of products and services to customers. Not only advertising new brands of mobile phones, cars, or dresses but also cervical and breast cancer can be advertised to be known. Media stereotype. A stereotype is a thought that may be adopted about specific types of individuals or certain ways of doing things. Through stereotype, people believe that what is spoken from the media, is true. So we can use media stereotype to make people believe that cervical and breast cancer can be avoided or cured. How should media portray persons with breast/cervical cancer? i. Should feel that victims are human beings (their mothers, sisters, aunts, grandmas etc) ii. Must be responsible to air various researched programs so that the society gets well informed and educated about the issue, so that people may know how to protect themselves from breast and cervical cancers. iii. Also media should play a big role to air drama and plays in a simple language to be understood easily about the disease. iv. Media has the role to find victims, survivors and advocacy. Conclusion: Why use radio to combat breast and cervical cancer? 1. Radio is simple equipment. It is easy to own rather than TV sets or buying newspapers everyday. 2. It conveys information faster and reach the scattered audience same time with same quality. 3. Radio is not expensive to advertise. 4. Most of people in villages where there are many citizens can own radios. Even their mobile phones have radio, we can educate then entirely. LET US USE RADIO TO FIGHT BREAST AND CERVIC CANCER TO OUR MOTHERS, WIVES, AND DAUGHTERS ESPECIALLY IN VILLAGES, ITS POSSIBLE TO AVOID THIS DISEASE OF TO REDUCE ITS IMPACT. THANKS FOR LISTENING TO ME ASANTE KWA KUNISIKILIZA END/MWISHO