Mass media and communication interventions to increase HIV testing among gay and other men who have sex with men
Social marketing and visual design component analysis
Bibliographic Data
| ID | 4839440 |
|---|---|
| Authors | Julie Riddell (0000-0002-8084-4566, University of Glasgow, corresponding author), Gemma Teal (0000-0001-7371-3165, The Glasgow School of Art, UK), Paul Flowers (0000-0001-6239-5616, University of Strathclyde), Nicola Boydell (0000-0002-2260-8020, University of Edinburgh), Nicky Coia (NHS Greater Glasgow and Clyde), Lisa Mcdaid (0000-0002-7711-8723, University of Glasgow) |
| Year | 2022 |
| Volume | 26 |
| Issue | 3 |
| Pages | 338-360 |
| Publication date | 2022-05-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Health An Interdisciplinary Journal for the Social Study of Health Illness and Medicine (JOURNAL) |
| Journal identifiers | ISSN: 1363-4593 • E-ISSN: 1461-7196 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/1363459320954237 |
| PMID | 32951461 |
| OpenAlex | W3087678846 |
| Language | EN |
| Citations received | 3 |
| References cited | 37 |
Mass media and communication interventions can play a role in increasing HIV testing among gay, bisexual and other men who have sex with men (GBMSM). Despite the key role of social marketing principles and visual design within intervention development of this type, evidence is limited regarding interventions' social marketing mix or visual design. As part of a systematic review, intervention content was assessed using social marketing theory and social semiotics. Data were extracted on the nature of the intervention, mode of delivery, use of imagery, content and tone and the eight key characteristics of social marketing. Data were synthesised narratively. Across the 19 included studies, reference to social marketing principles was often superficial. Common design features were identified across the interventions, regardless of effectiveness, including: the use of actors inferred to be GBMSM; use of 'naked' and sexually explicit imagery; and the use of text framed as statements or instructions. Our results suggest that effective interventions tended to use multiple modes of delivery, indicating high social marketing complexity. However, this is only part of intervention development, and social marketing principles are key to driving the development process. We identified consistent aspects of intervention design, but were unable to determine whether this is based on evidence of effectiveness or a lack of originality in intervention design. An openness to novel ideas in design and delivery is key to ensuring that evidence-informed interventions are effective for target populations
Business · Men who have sex with men · Psychological intervention · Semiotics · Social marketing · Social semiotics · Adolescent Sexual and Reproductive Health · Applied Psychology · HIV/AIDS Research and Interventions · Medicine · Psychology · Sexuality, Behavior, and Technology · Social Psychology · Marketing
Introducing Social Semiotics
Situational Analysis
Barriers to HIV testing in Europe
Can targeted HIV testing campaigns alter health-seeking behaviour
Increased HIV disclosure three months after an online video intervention for men who have sex with men (MSM)
The use of social marketing campaigns to increase HIV testing uptake
Exposure and impact of a mass media campaign targeting sexual health amongst Scottish men who have sex with men
Tu Amigo Pepe
The effectiveness of social marketing in global health
Does tailoring matter? Meta-analytic review of tailored print health behavior change interventions
No increase in HIV or sexually transmissible infection testing following a social marketing campaign among men who have sex with men
We Deserve Better!”
The Handbook of Visual Analysis
The Routledge Handbook of Multimodal Analysis
| Unique citing works | 3 |
|---|---|
| Citations per year | 1,5 |
| Citation span | 2024 - 2025 (2) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 3 |