Reaching Those at Risk: A Content-Analytic Study of AIDS PSAs

• NCJ Number: 128180
• Journal: Communication Research Volume: 17 Issue: 6 Dated: special issue (December 1990) Pages: 775-791
• Author(s): V S Freimuth; S L Hammond; T Edgar; J L Monahan
• Date Published: 1990
• Length: 17 pages
• Publication Format: Article
• Publication Type: Research (Applied/Empirical)
• Language: English
• Country: United States of America
• Note: Earlier version of article presented at the annual meeting of the International Communication Association, 1989, San Francisco

Annotation

This study analyzed the impact of televised public service announcements (PSA's) on AIDS knowledge and behavior to determine how health communicators respond to the challenge of developing messages on sensitive health issues for mass audiences.

Abstract

Content analysis was performed on 127 PSA's which were coded according to the predominant message appeal used, including fear, humor, guilt, warm and touching situations, and a straightforward presentation of facts. The perceived target audience was coded in three categories (general public, blacks, and Hispanics). Messages were also coded according to perceived risk status of the target audience, including general public, heterosexual, homosexual, bisexual, and intravenous drug user. Results indicated that PSA's were generally not targeted according to risk behavior; rather, most were directed to general audiences. Messages tended to use rational versus emotional appeals and encouraged the audience to obtain more information rather than adopt a specific preventive behavior. This pattern was observed when targeting based on ethnicity status was analyzed. Although PSA's provided facts to the audience about AIDS and identified how to obtain more information, they did not discuss possible barriers individuals may encounter when attempting to use their knowledge. 17 references and 5 tables (Author abstract modified)