Mass Media as an HIV-Prevention Strategy: Using Culturally Sensitive Messages to Reduce HIV-Associated Sexual Behavior of At-Risk African American Youth

Adolescent Risk Communication Institute, Annenberg Public Policy Center, University of Pennsylvania, 202 South 36th Street, Philadelphia, PA 19104-3806, USA.
American Journal of Public Health (Impact Factor: 4.55). 12/2009; 99(12):2150-9. DOI: 10.2105/AJPH.2008.155036
Source: PubMed


The evidence base and theoretical frameworks for mass media HIV-prevention campaigns in the United States are not well-developed. We describe an intervention approach using culturally sensitive mass media messages to enhance protective beliefs and behavior of African American adolescents at risk for HIV. This approach exploits the potential that mass media messages have, not only to reach a large segment of the adolescent population and thereby support normative change, but also to engage the most vulnerable segments of this audience to reduce HIV-associated risk behaviors. The results from an ongoing HIV-prevention trial implemented in 2 medium-sized cities in the United States illustrate the effectiveness of this intervention approach.

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    • "More importantly, in regard to effective learning to improve ESE for substance use and abuse prevention/reduction, is skill development to the degree where an adolescent can begin to trust their ability to reach their goals when faced with emotion-laden interactions with others. In turn, increasing selfefficacy , in particular ESE, appears to be an important component for interventions designed to prevent adolescent engagement in risky emotion-driven behaviors (DiClemente et al., 2008; Hennessy et al., 2013; Hessler & Fainsilber-Katz, 2010; Romer et al., 2009) often associated with the risk factors for adolescent substance use and abuse (Grant et al., 2007; Krank et al., 2011; Le Bon et al., 2004). For example, the Positive Action program (Beets et al., 2009), groups classroom lessons into self-concept, positive actions for the mind and body, social and emotional actions for managing oneself responsibly, getting along with others, being honest with yourself and others, and self-improvement. "
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    • "Young Black women living in the South are the most impacted by the disease [2]. Prior studies have shown that interventions aimed at preventing HIV among low income Black women, those with substance abuse conditions, and Black youth, had some long-term success [14] [20]. Few studies, however, have addressed HIV risk among college-educated and matriculating Black women [10] [16]. "
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