Personal Involvement of Young People in HIV Prevention Campaign Messages: The Role of Message Format, Culture, and Gender

Autor/inn/en	Geary, Cynthia Waszak; Burke, Holly M.; Johnson, Laura; Liku, Jennifer; Castelnau, Laure; Neupane, Shailes; Niang, Cheikh
Titel	Personal Involvement of Young People in HIV Prevention Campaign Messages: The Role of Message Format, Culture, and Gender
Quelle	In: Health Education & Behavior, 35 (2008) 2, S.190-206 (17 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1090-1981
DOI	10.1177/1090198106288252
Schlagwörter	Group Discussion; Prevention; Focus Groups; Sexually Transmitted Diseases; Young Adults; Urban Areas; Foreign Countries; Cultural Context; Participation; Acquired Immunodeficiency Syndrome (AIDS); Health Promotion; Public Health; Attitude Measures; Cultural Influences; Gender Differences; Emotional Response; Program Effectiveness; Documentaries; Mass Media; Social Attitudes; Youth; Sexuality; Health Behavior; Brazil; Kenya; Nepal; Senegal + Suchen Sie Ihr Suchwort? Gruppendiskussion; Prävention; Vorbeugung; Sexual transmitted disease; Geschlechtskrankheit; Young adult; Junger Erwachsener; Urban area; Stadtregion; Ausland; Teilnahme; Gesundheitsfürsorge; Gesundheitshilfe; Reihenuntersuchung; Gesundheitswesen; Cultural influence; Kultureinfluss; Geschlechterkonflikt; Emotionales Verhalten; Documentary film; Documentary films; Dokumentarfilm; Massenmedien; Social attidude; Soziale Einstellung; Jugend; Jugendlicher; Jugendalter; Sexualität; Health behaviour; Gesundheitsverhalten; Brasilien; Kenia
Abstract	To examine young people's reactions to and understanding of HIV prevention messages developed for MTV's global HIV prevention campaign Staying Alive, videotaped campaign materials were shown to focus group discussion (FGD) participants living in urban areas of Brazil, Kenya, Nepal, and Senegal. Responses related to "personal involvement" with the message were identified in the data from these FGDs and were examined in relationship to the emerging message themes, the message format (public service announcements [PSAs] vs. documentary), cultural context (site), and participant gender. Across groups, greater personal involvement (measured by personal connections, emotional reactions, and lessons learned) was found in responses about the documentary format compared to the PSA format. Exceptions were found for specific PSAs that were considered more relevant within specific gender or cultural contexts. Implications of findings for global campaigns were considered. (Contains 2 tables and 4 notes.) (Author).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10