Using culture-centered qualitative formative research to design broadcast messages for HIV prevention for African American adolescents.
The need for formative research in designing mass media health-education messages is widely accepted; however, distinct methodologies for developing such messages are less well documented. This article describes a culture-centered approach for developing messages to promote sexual risk reduction in urban African American adolescents. The method uses qualitative formative research to identify "competing narratives" that support healthy behavior despite the dominance of messages that favor risk-taking behavior. The method is illustrated using qualitative analysis of semistructured interviews with 124 adolescents. Analysis focuses on two barriers to sexual risk reduction: (a) social pressure for early initiation of sexual intercourse and (b) perceptions that condoms reduce sexual pleasure. We demonstrate how competing narratives identified in the analysis can be featured in radio and television messages advocating healthy behavior by modeling risk-reducing negotiation skills.
Horner
Jennifer R
JR
Annenberg Public Policy Center, University of Pennsylvania, Philadelphia, Pennsylvania 19104, USA. jhorner@asc.upenn.edu
Romer
Daniel
D
Vanable
Peter A
PA
Salazar
Laura F
LF
Carey
Michael P
MP
Juzang
Ivan
I
Fortune
Thierry
T
Diclemente
Ralph
R
Farber
Naomi
N
Stanton
Bonita
B
Valois
Robert F
RF
D000163:Acquired Immunodeficiency Syndrome / Q000208:ethnology / Q000517:prevention & control*; D000293:Adolescent; D000328:Adult; D001741:Black or African American; D054521:Cultural Competency; D005260:Female; D006801:Humans; D007407:Interviews as Topic; D008297:Male; D017008:Negotiating; D012725:Sexual Behavior; D040241:Social Marketing