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Publication Details
AFRICAN RESEARCH NEXUS
SHINING A SPOTLIGHT ON AFRICAN RESEARCH
arts and humanities
Personal involvement of young people in HIV prevention campaign messages: The role of message format, culture, and gender
Health Education and Behavior, Volume 35, No. 2, Year 2008
Notification
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Description
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. © 2008 by SOPHE.
Authors & Co-Authors
Geary, Cynthia Waszak
United States, Durham
Fhi 360
Burke, Holly Mc Clain
United States, Durham
Fhi 360
Johnson, Laura M.
United States, Durham
Fhi 360
Liku, Jennifer
United States, Durham
Fhi 360
Castelnau, Laure
Brazil, Sao Paulo
Ibope
Neupane, Shailes
Nepal, Kathmandu
Valley Research Group
Niang, Cheikh Ibrahima
Senegal, Dakar
Université Cheikh Anta Diop de Dakar
Statistics
Citations: 18
Authors: 7
Affiliations: 4
Identifiers
Doi:
10.1177/1090198106288252
ISSN:
10901981
e-ISSN:
15526127
Research Areas
Infectious Diseases
Study Design
Ethnographic Study
Study Approach
Qualitative
Study Locations
Kenya
Senegal