Increasingly, health communication scholarship has been arguing about the marginalized population to become the focus of health campaigns in reducing the health disparity between the health rich and health poor. The culture centered approach advocates participatory cultured centered research by deeper understanding of culture. It reinvigorates the health advocacy campaigns by listening to the health problems faced by the communities, and in looking for solutions that are meaningful to cultural members and not dictated by external entities (Dutta-Bergman, 2004). The culture-centered approach exemplifies the need for creating a space for greater critical dialogue (Dutta & DeSouza, 2008). In this blog, I seek to elucidate the need for a space in Indian news media for the marginalized community, ‘high risk’ community, while addressing HIV/AIDS. National AIDS Control Organisation (NACO), a division of the Ministry of Health and Family Welfare that provides leadership to HIV/AIDS c
This blog offers Mohan Dutta's reflections on the theoretical framework of the culture-centered approach, examining the interplays among Structure, Culture, and Agency in shaping marginalisation and the ways in which communities at the margins challenge structures. Writings on the blog are continually being revised to reflect the organic analysis of structure and agency.