Culturally Sensitive Aids Educational Videos for African American Audiences

Effects of Source, Message, Receiver, and Context

Bibliographic Data

ID11056017
AuthorsGregory M Herek (University of California, Davis), J Roy Gillis (0000-0001-7187-4221, University of Toronto), Eric K Glunt (University of California, Davis), Jeffrey L Lewis (University of California, Davis), Jeffrey Lewis, David Welton (University of California, Davis), John P Capitanio (0000-0002-3680-1323, University of California, Davis)
Year1998
Volume26
Issue5
Pages705-743
Publication date1998-10-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueAmerican Journal of Community Psychology (JOURNAL)
Journal identifiersISSN: 0091-0562 • E-ISSN: 1573-2770
PublisherWiley (PUBLISHER • GB)
DOI10.1023/a:1022157914906
PMID9861691
OpenAlexW276552426
LanguageEN
Citations received15
References cited24

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

Context (archaeology) · Credibility · Cultural diversity · Distrust · Ethnic group · Multiculturalism · Pedagogy · Political science · Psychological intervention · Sociology · Adolescent Sexual and Reproductive Health · HIV/AIDS Research and Interventions · Psychology · Social Psychology · Vaccine Coverage and Hesitancy