Exploring Black College Females' Perceptions Regarding HIV Prevention Message Content
Exploring Black College Females' Perceptions Regarding HIV Prevention Message Content
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DOI：
10.1080/10810730.2016.1252817
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发表时间：
2017-01-01
影响因子：
4.4
通讯作者：
Flannigan, Timothy
中科院分区：
文献类型：
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作者：
Chandler-Coley, Rasheeta;Ross, Henry;Flannigan, Timothy
媒体信息可以促进传播有关艾滋病毒和性传播感染的准确信息。本研究的目的是检查 iMPPACS 研究中现有的媒体宣传活动，以评估历史上就读于黑人学院/大学的非裔美国女性所确定的年龄、性别和文化上适当的组成部分。在 3 个单独的焦点小组会议中，31 名黑人女大学生（男性年龄 = 20）观看了 4 个小插曲并听到了 3 个纯音频剪辑，然后根据对艾滋病毒预防内容的满意度和交付的适当性对其进行排名和评论。使用 NVivo 软件进行常规定性分析，直到达到内容饱和并得出主题。出现了六大主题并被指定为 (a) 社交媒体； (b) 镜像； (c) 视觉动态广告； (d) 现实世界； (e) 人物、地点、事物； (f) 艾滋病毒知识。研究发现，视觉刺激内容（即图形）在艾滋病预防营销中最具吸引力，其中包含来自类似于日常生活场景的简短独白/对话。与社会和文化相关的艾滋病毒预防信息对于黑人大学女学生来说非常重要。参与者建议创建简短的视听信息，其中包含宿舍等熟悉的环境，以及用于艾滋病毒健康促进信息的吸引人的图形（例如表情符号）。未来针对该人群的纯音频预防广告应使用可识别的声音（例如名人）。最后，应在开放和闭路社交媒体平台上推广消息传递。
Media messages can facilitate the delivery of accurate information related to HIV and sexually transmitted infection. This study's purpose was to examine preexisting media campaigns from the iMPPACS study to assess age-, gender-, and culturally appropriate components identified by African American females who attend historically Black colleges/universities. In 3 separate focus group sessions, 31 Black female college students (M age = 20) viewed 4 vignettes and heard 3 audio-only clips, then ranked and commented on them based on perceived satisfaction with HIV prevention content and appropriateness of delivery. Conventional qualitative analysis using NVivo software was performed until saturation of content was achieved and themes derived. Six major themes emerged and were designated as (a) social media; (b) mirror image; (c) visually dynamic advertisements; (d) the real world; (e) people, place, things; and (f) HIV knowledge. Visually stimulating content (i. e., graphics) was found to be most appealing in marketing HIV prevention, with brief monologue/dialogue from scenarios that resemble daily life. Socially and culturally relevant HIV prevention messages are important to Black college female students. Participants recommended creating short audiovisual messages that encompass familiar contexts like dorm rooms and appealing graphics for HIV health promotion messages, such as emojis. Future audio-only prevention advertisements for this population should use recognizable voices (e. g., celebrities). Finally, messaging should be promoted on open and closed circuit social media platforms.