Black Youth's Personal Involvement in the HIV/AIDS Issue: Does the Public Service Announcement Still Work?
| Autor: | Truman Ryan Keys, Carolyn A. Stroman, Kesha M. Morant |
|---|---|
| Rok vydání: | 2009 |
| Předmět: |
Male
Health Knowledge Attitudes Practice Health (social science) Adolescent Universities Persuasive Communication Appeal Target audience HIV Infections Context (language use) Health Promotion Library and Information Sciences Entertainment Young Adult Cognition Acquired immunodeficiency syndrome (AIDS) medicine Humans Students Elaboration likelihood model Acquired Immunodeficiency Syndrome Analysis of Variance Likelihood Functions Motivation Communication Age Factors Public Health Environmental and Occupational Health Advertising medicine.disease United States Black or African American Social Marketing Female Attitude change Public service Psychology Attitude to Health Social psychology |
| Zdroj: | Journal of Health Communication. 14:189-202 |
| ISSN: | 1087-0415 1081-0730 |
| DOI: | 10.1080/10810730802661646 |
| Popis: | Recent public service announcements (PSAs) directed toward Black youth utilize various formats and appeals to stimulate a motivated cognitive process that engenders personal involvement in the HIV/AIDS issue. The Elaboration Likelihood Model (ELM) by Petty and Cacioppo argues that engagement with messages that consist of substantive content causes the audience member to critically analyze the message, which can produce awareness and attitude change. An efficient way to add emphasis to the message and seize the attention of the target audience is to insert the message into an entertainment context. Our study attempted to analyze the impact of the peripheral cue, character appeal, on audience members' attitude change in response to analyzing high- and low-involvement message content. A2 x 4 factorial design was used, with message involvement (high/low) and character appeal (White/Black and celebrity/noncelebrity) as independent variables. The findings showed that celebrity status is the salient factor, with source perception inducing attitude change as a main effect or in an interaction effect with high- and low message content. |
| Databáze: | OpenAIRE |
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