Enhancing the Effectiveness of HIV/AIDS Prevention Programs Targeted to Unique Population Groups in Thailand: Lessons Learned from Applying Concepts of Diffusion of Innovation and Social Marketing
- 1 August 1998
- journal article
- research article
- Published by Taylor & Francis in Journal of Health Communication
- Vol. 3 (3) , 193-216
- https://doi.org/10.1080/108107398127337
Abstract
Diffusion of innovations theory and social marketing theory have been criticized for their limited applicability in influencing unique population groups ( e . g ., female com mercial sex workers ( CSW s ) working in low - class brothels ). This study investigated the applicability of these two theoretical frameworks in outreach efforts directed to unique populations at high risk for HIV / AIDS in Bangkok , Thailand . Further , this study examined Thai cultural characteristics that influence communication about HIV / AIDS prevention . The results suggest that certain concepts and strategies drawn from the two frameworks were used more or less by effective outreach pro grams , providing several policy - relevant lessons . Cultural constraints , such as the lack of visibility of the disease and traditional sexual practices , influenced communi cation about HIV / AIDS prevention .Keywords
This publication has 0 references indexed in Scilit: