Myhre S L, Flora J A
Stanford Center for Research in Disease Prevention, Stanford School of Medicine, Palo Alto, CA 94304, USA.
J Health Commun. 2000;5 Suppl:29-45.
The mass media have been the primary method for disseminating human immunodeficiency virus (HIV)/acquired immune deficiency syndrome (AIDS) prevention messages worldwide. In this article, we update previous reviews by systematically examining published articles (n = 41) of empirical evaluations of international HIV/AIDS prevention campaigns. Of the 41 studies identified, 17 countries are represented. In this review, we examine six components related to media campaign design and evaluation: target audience, communication channel(s), message content, campaign theme, exposure, and outcomes. Of the studies included in this sample, each one described the target audience; 93% reported on channel selection; 75% described message content; 63% mentioned a campaign theme; and 62% documented campaign exposure. We investigate also the extent to which HIV/AIDS prevention efforts have moved beyond media campaigns to comprehensive communitywide programs. We conclude that HIV/AIDS prevention efforts would benefit from: (1) better reporting of media campaign components and outcomes, (2) more systematic evaluation, (3) greater integration of theory, and (4) increased attention to communitywide intervention strategies.
大众媒体一直是在全球传播人类免疫缺陷病毒（HIV）/获得性免疫缺陷综合征（AIDS）预防信息的主要手段。在本文中，我们通过系统审查已发表的关于国际HIV/AIDS预防运动实证评估的文章（n = 41）来更新之前的综述。在确定的41项研究中，涉及17个国家。在本综述中，我们考察与媒体运动设计和评估相关的六个要素：目标受众、传播渠道、信息内容、运动主题、接触情况和结果。在纳入本样本的研究中，每项研究都描述了目标受众；93%报告了渠道选择；75%描述了信息内容；63%提到了运动主题；62%记录了运动接触情况。我们还调查了HIV/AIDS预防工作在多大程度上已从媒体运动转向全面的社区范围项目。我们得出结论，HIV/AIDS预防工作将受益于：（1）更好地报告媒体运动要素和结果，（2）更系统的评估，（3）更大程度地整合理论以及（4）更多地关注社区范围干预策略。
