title: In-depth investigation of interpersonal discussions in response to a safer sex mass media campaign.
abstract: We know from theory and limited research that people talk about campaign messages-and that these conversations may play an important role in campaign reach and possibly even efficacy. We know very little, however, about what individuals talk about and with whom they talk. The current study seeks to fill this gap by reporting qualitative and descriptive quantitative data from interviews conducted with 139 young adults about conversations that took place in the context of a large, televised safer sex mass media campaign. Results indicated that public service announcements (PSAs) were often viewed in the company of friends and significant others, and that it was not uncommon for conversations about the PSAs to take place. Three broad categories of conversations that took place involved discussions about PSA realism, the seriousness of the message, and humor. While in some cases conversations seemed to advance the goal of the campaign (e.g., participants discussed sexually transmitted disease [STD] risk and condom use), in other cases they did not (e.g., participants discussed the lack of realism in a particular PSA). Implications for campaign theory, design, and implementation are discussed.
authors.affiliation: Department of Communication, University of Kentucky, USA. don.helme@uky.edu
authors.forename: Donald W
authors.initials: DW
authors.lastname: Helme
authors.forename: Seth M
authors.initials: SM
authors.lastname: Noar
authors.forename: Suzanne
authors.initials: S
authors.lastname: Allard
authors.forename: Rick S
authors.initials: RS
authors.lastname: Zimmerman
authors.forename: Philip
authors.initials: P
authors.lastname: Palmgreen
authors.forename: Karen J
authors.initials: KJ
authors.lastname: McClanahan
mesh_terms: D000328:Adult; D003142:Communication; D017280:Condoms / Q000706:statistics & numerical data; D005260:Female; D015658:HIV Infections / Q000517:prevention & control; D006266:Health Education / Q000379:methods*; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007398:Interpersonal Relations; D007407:Interviews as Topic; D008297:Male; D008402:Mass Media; D036301:Qualitative Research; D021841:Safe Sex; D012747:Sexual Partners; D012749:Sexually Transmitted Diseases / Q000517:prevention & control; D055815:Young Adult