Dejong W, Wolf R C, Austin S B
Harvard School of Public Health, Department of Health and Social Behavior, 677 Huntington Avenue, Boston, MA 02115, USA.
J Health Commun. 2001 Jul-Sep;6(3):249-63. doi: 10.1080/108107301752384433.
This article reports a content analysis of 56 English-language public service announcements (PSAs) for HIV/AIDS prevention produced since 1987 by the U.S. federal government for television broadcast. These PSAs do not lead target audiences through a logical sequence from awareness to motivation, skill building, and maintenance. The PSAs underutilize a strategy of "strategic ambiguity" to craft individual PSAs that can address the needs of and appeal to multiple target audiences, thereby directing information not only to heterosexuals, the primary target of these PSAs, but also to homosexuals and bisexuals. The PSAs largely ignore issues related to injection drug use and needle sharing. What drug-related portrayals there are focus on African American street junkies, which perpetuates racial stereotypes and fails to address occasional injection drug use. The PSAs exploit fear of HIV/AIDS to discourage drug use but do not offer drug treatment or counseling information. PSAs produced by the Clinton administration to promote condom use do not fully address key reasons why people fail to use condoms: concern about sexual pleasure, embarrassment about obtaining condoms, and lack of skills to negotiate condom use with sexual partners. Implications of these conclusions for the future of U.S. HIV/AIDS prevention are discussed.
本文报道了对美国联邦政府自1987年以来制作的56条用于电视播放的预防艾滋病毒/艾滋病的英文公共服务公告（PSA）的内容分析。这些PSA并没有引导目标受众按照从认知到动机、技能培养和维持的逻辑顺序进行。这些PSA没有充分利用“策略性模糊”策略来制作能够满足多个目标受众需求并吸引他们的单个PSA，从而不仅将信息传达给这些PSA的主要目标受众异性恋者，也传达给同性恋者和双性恋者。这些PSA在很大程度上忽略了与注射吸毒和共用针头相关的问题。现有的与毒品相关的描述聚焦于非裔美国街头瘾君子，这延续了种族刻板印象，且未能解决偶尔的注射吸毒问题。这些PSA利用对艾滋病毒/艾滋病的恐惧来劝阻吸毒，但没有提供戒毒治疗或咨询信息。克林顿政府制作的推广使用避孕套的PSA没有充分解决人们不使用避孕套的关键原因：对性快感的担忧、获取避孕套时的尴尬以及缺乏与性伴侣协商使用避孕套的技巧。文中讨论了这些结论对美国未来艾滋病毒/艾滋病预防工作的影响。
