Using culture-centered qualitative formative research to design broadcast messages for HIV prevention for African American adolescents.

Annenberg Public Policy Center, University of Pennsylvania, Philadelphia, Pennsylvania 19104, USA.
Journal of Health Communication (Impact Factor: 1.61). 07/2008; 13(4):309-25. DOI: 10.1080/10810730802063215
Source: PubMed

ABSTRACT The need for formative research in designing mass media health-education messages is widely accepted; however, distinct methodologies for developing such messages are less well documented. This article describes a culture-centered approach for developing messages to promote sexual risk reduction in urban African American adolescents. The method uses qualitative formative research to identify "competing narratives" that support healthy behavior despite the dominance of messages that favor risk-taking behavior. The method is illustrated using qualitative analysis of semistructured interviews with 124 adolescents. Analysis focuses on two barriers to sexual risk reduction: (a) social pressure for early initiation of sexual intercourse and (b) perceptions that condoms reduce sexual pleasure. We demonstrate how competing narratives identified in the analysis can be featured in radio and television messages advocating healthy behavior by modeling risk-reducing negotiation skills.

  • [Show abstract] [Hide abstract]
    ABSTRACT: Background: HIV-related stigma reduces HIV-prevention behaviors, testing, and optimal treatment behavior. African-Americans demonstrate greater HIV-related stigma than other races/ethnicities. Given the elevated HIV- prevalence of African-Americans, identifying effective stigma reduction strategies has implications for national testing and prevention goals among this group. This study examines the the effectiveness of a culturally-tailored media (radio and television) HIV-risk reduction intervention in reducing HIV-related stigma. Methods: A total of 1613 African-American adolescents (age 14-17) from four mid-sized cities in the Northeastern and Southeastern US participated in a randomized control trial to determine the impact of media in reducing HIV risk behavior. Two cities (one Northeastern and one Southeastern) received the media intervention. Participants completed audio computer assisted self-interviews at baseline, 3, 6 and 12 months to determine HIV-related stigma and HIV-related knowledge differences. Analysis of variance determined stigma and knowledge differences at each measurement interval. Hierarchical linear modeling (HLM) determined stigma and knowledge differences over the entire study. Results: Mean stigma scores decreased over time while knowledge increased. There were no stigma differences at baseline but there were significant differences between intervention and control cities at three months (p<0.05). These differences diminished by 6-months. HLM did not detect stigma differences. Conversely, there were no significant knowledge differences between the experimental groups at any measurement interval, but HLM indicates greater knowledge scores for the intervention group over the entire study (p<0.05). Conclusions: A coordinated media strategy to reduce HIV risk behavior demonstrated short term benefit in reducing stigma and longer-term benefit in increasing knowledge.
    142nd APHA Annual Meeting and Exposition 2014; 11/2014
  • [Show abstract] [Hide abstract]
    ABSTRACT: In this study, we assessed the relevance and effectiveness of radio broadcasting as a strategy that facilitates the adoption and use of safer sexual practices among students at a South African university. Based on ethnographic data, the article highlights that the essential and critical contribution of campus radio lies in its ability to create a social space for HIV/AIDS communication. The overall aim of this study was to assess the relationship between exposure to radio broadcasting messages and the adoption of safer sexual practices. Our analysis suggests that campus broadcasting can be instrumental in promoting HIV/AIDS awareness and education.
    International Social Work 02/2013; 58(2). DOI:10.1177/0020872813477883 · 0.48 Impact Factor
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: One quarter of HIV cases occur in women ages 15-44 years. We investigated preferential HIV prevention message mediums among college women (18-21 years of age) and their association with parent and partner communication. A nonexperimental cross-sectional survey assessed factors associated with parent and partner communication among 626 single female students who were sexually active in the previous 6 months and attending a 4-year public university in Florida. Women who perceived themselves to be at elevated risk of acquiring HIV were more likely to communicate with their parents (p < .05), but not their partners. In multivariable analysis, students were more likely to communicate about sexual risk behavior with their parents when mothers were younger and when less influenced by their peers. Reading items on the Internet about intravenous drug use and HIV were independently associated with higher parent and partner communication, respectively. Findings can guide future HIV prevention communication interventions.
    The Journal of the Association of Nurses in AIDS Care: JANAC 02/2013; 24(6). DOI:10.1016/j.jana.2012.09.001 · 1.23 Impact Factor