Geary Cynthia Waszak, Burke Holly McClain, Neupane Shailes, Castelnau Laure, Brown Jane D
Family Health International, Research Triangle Park, North Carolina 27709, USA.
J Health Commun. 2006 Oct-Nov;11(7):665-81. doi: 10.1080/10810730600934526.
In response to the growing numbers of young people affected by HIV around the world, MTV (Music TV), the world's largest television network, has aired a global HIV prevention campaign since 1999, expanding it into a multicomponent campaign in 2002. Questions have been raised, however, about whether MTV is an appropriate channel for these messages, given its provocative content and its reach to those at the upper end of the socioeconomic scale. To address questions about who MTV reaches, viewership data were analyzed from baseline surveys conducted as part of an evaluation of the 2002 HIV prevention campaign. The two sites included in this analysis were Kathmandu, Nepal, and São Paulo, Brazil-each with very different cultures and media environments. We found that, in general, heavier viewers of MTV are younger, better educated, and more dependent on their parents, and they have more access to satellite television and the Internet. MTV viewing was associated with positive attitudes toward HIV prevention behaviors (except for abstinence until marriage) but not with premarital sexual activity.
为应对全球受艾滋病毒影响的年轻人数量不断增加的情况，全球最大的电视网络MTV（音乐电视网）自1999年起播出了一项全球艾滋病毒预防运动，并于2002年将其扩展为一项多层面运动。然而，鉴于MTV内容具有煽动性且其受众为社会经济层面较高端人群，有人对MTV是否是传播这些信息的合适渠道提出了疑问。为了解决关于MTV受众群体的问题，对作为2002年艾滋病毒预防运动评估一部分所进行的基线调查中的收视率数据进行了分析。此次分析纳入的两个地点是尼泊尔加德满都和巴西圣保罗——二者文化和媒体环境差异很大。我们发现，总体而言，MTV的重度观众更年轻、受教育程度更高、对父母的依赖更强，而且他们更易接触到卫星电视和互联网。观看MTV与对艾滋病毒预防行为的积极态度（婚前禁欲除外）相关，但与婚前性行为无关。
