Culturally Sensitive AIDS Educational Videos for African American Audiences: Effects of Source, Message, Receiver, and Context

摘要: The importance of using culturally sensitive educational materials in HIV-related interventions with racial and ethnic minority groups is widely recognized. However, little empirical research has been conducted to assess the relative effectiveness different techniques for creating AIDS videos. Two field experiments three samples African American adults (N = 174, 173, 143) were how source characteristics (race communicator), message (multicultural vs. specific message), audience (racial distrust AIDS-related distrust) influence proximate (perceptions message's credibility attractiveness) distal (AIDS-related attitudes, beliefs, behavioral intentions) output variables In Study 1, an video a was rated as more credible, attractive, higher quality than multicultural message. less favorably when delivered by White announcer Black. 2, same pattern replicated second community sample campus-based sample. 2 also indicated that might be effective if context, namely, after members watch video. Minimal changes observed outcome variables. It argued influencing necessary, though not sufficient, effecting long-term change behaviors.