AEGiS-07IAC: A social psychological evaluation of AIDS-educational videos.

7th International AIDS Conference


Florence, Italy — June 16-21, 1991

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A social psychological evaluation of AIDS-educational videos.

Int Conf AIDS 1991 Jun 16-21; 7:454 (abstract no. W.D.4264)
Herek GM, Batchava Y, Capitanio J, Araba-Owoyele L, Castaneda D; Univ. of California, Davis, CA USA

OBJECTIVE: To use social-psychological research and theory on communication and persuasion to evaluate existing English-language Aids-educational videotapes.

METHODS: STUDY 1: Thirty-four AIDS educational videos were content-analyzed, using variables selected from the social psychological literature. STUDY 2: Viewers (n=160) watched and evaluated one of six videos, each manifesting different content and techniques in a variety of areas. STUDY 3: Viewers (n=72) watched and evaluated one of 2 videos; one video provided factual information for personal protection from risk, whereas the other was an emotionally-charged documentary about the Names Project quilt.

RESULTS: STUDY 1: The principal patterns (technical and content) observed in the sample of videos will be described. STUDY 2: Viewers' attitudes, beliefs knowledge, perceptions of personal risk, and behavioral intentions were influenced by such variables as the video's portrayal of people with AIDS, source credibility, and style of language. STUDY 3: Results were consistent with the functional theory of attitudes, whereby videos are hypothesized to be differentially effective to the extent that they are congruent with the motivation underlying the viewer's pre-existing AIDS-related attitudes and beliefs.

DISCUSSION: Suggestions will be offered: (1) to assist producers in selecting production techniques and writing scripts to create more effective videos; and (2) to help AIDS-educators in previewing and selecting videos for targeted populations.

Keywords: AEGIS, Acquired Immunodeficiency Syndrome, Program Evaluation, Health Education, Knowledge, Attitudes, Practice, Motivation, Culture, Videotape Recording, Students, Attitude to Health, Attitude, education, psychology, nursing, methods, ICA7KWDaegis,acquiredimmunodeficiencysyndrome,programevaluation,healtheducation,knowledge,attitudes,practice,motivation,culture,videotaperecording,students,attitudetohealth,attitude,education,psychology,nursing,methods,ica7
910616
WD4264

Copyright © 1991 - International AIDS Society (IAS). Reproduction of this abstract (other than one copy for personal reference) must be cleared through the IAS.