Factoring Poverty and Culture into HIV/AIDS Campaigns
- 1 February 2001
- journal article
- Published by SAGE Publications in International Communication Gazette
- Vol. 63 (1) , 73-95
- https://doi.org/10.1177/0016549201063001006
Abstract
This article argues in favor of the selection of content and dissemination channels based on audience differences in HIV knowledge, perceptions and media preferences. Data were collected from low-income teenagers in Durban, South Africa. Key differences within this low-income group were found between Indians and blacks, and between boys and girls on what to communicate about HIV/AIDS and how to communicate. The argument for audience segmentation beyond income group demographics is supported.Keywords
This publication has 2 references indexed in Scilit:
- Epidemiology of human immunodeficiency virus infection in adolescents, United StatesPediatric Infectious Disease, 1994
- The Influence of Source Credibility on Communication EffectivenessPublic Opinion Quarterly, 1951