Impact of mass media campaigns on intentions to use the female condom in Tanzania
Impact of mass media campaigns on intentions to use the female condom in Tanzania
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DOI：
10.2307/3088258
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发表时间：
2002-09-01
期刊：
影响因子：
--
通讯作者：
Van Rossem, R
中科院分区：
文献类型：
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作者：
Agha, S;Van Rossem, R
语境。大众媒体活动已被用于社会营销计划，旨在通过改变性行为来预防艾滋病毒感染。需要更多关于这些活动的有效性以及它们影响行为的机制的信息。方法论。坦桑尼亚 2,712 名有性经历的男性和女性的数据是在女用安全套销售网点的出口调查中收集的，用于确定宣传女用安全套的大众媒体运动是否对女性和男性使用这种方法的意图产生影响。受访者被问及他们对大众媒体运动、同伴教育以及医疗提供者对女用安全套的解释的了解。他们还被问及将来是否打算使用女用避孕套。采用通径分析确定三个暴露因素对受访者使用女用安全套意愿的影响。 结果：约 6% 的受访者接受过同伴教育，6% 的受访者接受过服务提供者关于女用安全套使用的解释。相比之下，约 38% 的受访者曾接触过宣传女用安全套的大众媒体活动。大众媒体的曝光显着增加了男性或女性与伴侣讨论使用女用避孕套的可能性。反过来，与伴侣对女用安全套的讨论强烈影响了未来使用女用安全套的意图。同伴教育者和服务提供者的报道范围有限，但他们对个人使用女用安全套的意愿的影响比大众媒体更大。结论。尽管大众媒体宣传活动不像同伴教育者或提供者那样对特定个人使用女用避孕套的动机产生强烈影响，但此类宣传活动由于其影响范围相当大，因此在人口层面产生了重大影响。
CONTEXT. Mass media campaigns have been used in social marketing programs designed to prevent HIV infection by changing sexual behavior. More information is needed about the effectiveness of these campaigns and the mechanisms through which they influence behavior.METHODOLOGY. Data on 2,712 sexually experienced men and women in Tanzania, collected in an exit survey at outlets that sell the female condom, were used to determine if a mass media campaign promoting the female condom had an impact on women's and men's intentions to use this method Respondents were asked about their exposure to the mass media campaign, to peer education and to explanation of the female condom by a medical provider. They were also asked about their intention to use the female condom in the future. Path analysis was used to determine the impact of the three exposure factors on respondents' intentions to use the female condom.RESULTS: About 6% of respondents had been exposed to peer education and 6% had been given an explanation by a provider on the use of the female condom. In contrast, about 38% of respondents had been exposed to the mass media campaign promoting the female condom. Mass media exposure significantly increased the likelihood that a man or a woman would discuss use of the female condom with a partner. In turn, discussion of the female condom with a partner strongly influenced the intention to use the female condom in the future. Peer educators and providers had limited coverage, but they had a stronger impact than the mass media on an individual's intention to use the female condom.CONCLUSIONS. Although mass media campaigns do not have as strong an impact on a particular individual's motivation to use the female condom as do peer educators or providers, such campaigns have a substantial impact at the population level because of their considerably greater reach.