Factoring Poverty and Culture into HIV/Aids Campaigns
Empirical Support for Audience Segmentation
Bibliographic Data
| ID | 7493598 |
|---|---|
| Authors | Haejin Yun (corresponding author), Kaymarlin Govender (0000-0002-9586-1510), Kay Govender, Bella Mody |
| Year | 2001 |
| Volume | 63 |
| Issue | 1 |
| Pages | 73-95 |
| Publication date | 2001-02-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Gazette (Leiden Netherlands (JOURNAL) |
| Journal identifiers | ISSN: 0016-5492 • E-ISSN: 1460-3594 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/0016549201063001006 |
| OpenAlex | W2070490348 |
| Language | EN |
| Citations received | 3 |
| References cited | 3 |
This article argues in favor of the selection of content and dissemination channels based on audience differences in HIV knowledge, perceptions and media preferences. Data were collected from low-income teenagers in Durban, South Africa. Key differences within this low-income group were found between Indians and blacks, and between boys and girls on what to communicate about HIV/AIDS and how to communicate. The argument for audience segmentation beyond income group demographics is supported
Advertising · Argument (complex analysis · Business · Demographics · Family medicine · Human immunodeficiency virus (HIV · Perception · Political science · Poverty · Sociology · Media Studies and Communication · Medicine · Psychology · Social and Educational Sciences · Social Media and Politics · Demography · Law
| Citations per year | 0.14 |
|---|---|
| Citation span | 2005 - 2009 (5) |
| Highly cited | No |