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Reaching those at Risk

A Content-Analytic Study of AIDS PSAs

Sharon Lee Hammond

Timothy Edgar

Jennifer L. Monahan

The purpose of this study was to analyze televised public service announcements (PSAs) on acquired immune deficiency syndrome (AIDS) to determine how health communicators had responded to the challenge of developing messages on sensitive health issues for mass audiences. Specifically, this article reports the findings of a content analysis of 127 televised AIDS PSAs, focusing on two key issues that campaign planners face: (a) selecting and adapting to target audiences and (b) motivating behavior change as well as disseminating information. The results show that these PSAs generally were not targeted according to risk behavior-most were directed to general audiences. Messages tended to use rational rather than emotional appeals and encouraged the audience to seek more information rather than adopt a specific preventive behavior. A similar pattern was observed when we examined targeting based on ethnicity status. Little motivational content was included in these PSAs. The spots analyzed provide facts to the audience about the disease and provide ways in which more information can be obtained. The spots did not discuss the possible barriers the audience may encounter when they try to use their knowledge.

Communication Research, Vol. 17, No. 6, 775-791 (1990)
DOI: 10.1177/009365029001700604


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