An Evaluation of Intended and Perceived Messages of HIV Communication Mechanisms for Adolescents
Date
2013-05
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of Delaware
Abstract
The purpose of this project is to investigate the attributes and overall “relatability” of certain HIV pamphlets and materials aimed at educating young adults. With HIV still a very real threat, especially regarding the young adult population of the United States, education efforts are paramount. This project explores the “relatability” of specific HIV education materials; that is, the extent to which these materials are perceived and received among its target audience (young adults).To better understand the messages and aims of these specific materials an interview was conducted with the Education and Outreach Director at AIDS Delaware, and a series of focus groups were conducted with University of Delaware undergraduate students to examine if these messages and aims were indeed received as well as to attain the target audiences’ general perceptions of these materials. Data from the focus groups suggests, echoing the basic tenets of SENTAR and EPPM theories, that visually appealing materials with minimal wording, fear appeals, and scare factors present, result in heightened risk perception among the participants. Materials that were relatable for a college-student population were more impactful as well. By identifying key themes in the participants’ responses, I conclude by offering potentially effective ways to enhance HIV educational materials targeted towards young adults, as well as fruitful avenues for future research.