Innovative perception analysis of HIV prevention messaging for black women in college: a proof of concept study

• Authors: Rasheeta Chandler, Emory University; Henry Ross, University of Rochester; Dominique Guillaume, Emory University
• Journal Title: BMC PUBLIC HEALTH
• Volume: Volume 22, Number 1
• Publisher: BMC | 2022-06-25, Pages 1255-1255
• Type of Work: Article | Final Publisher PDF
• Publisher DOI: http://doi.org/10.1186/s12889-022-13564-4
• Subjects: Health Sciences, Nursing
• Keywords: Science & Technology; Life Sciences & Biomedicine; Public, Environmental & Occupational Health; HIV prevention; Black women; Health communication; Media messaging; MASS-MEDIA; COMMUNICATION CAMPAIGNS; SEXUAL-BEHAVIOR; RISK REDUCTION; HEALTH; SEEKING; KNOWLEDGE; STRATEGY; CULTURE

Abstract

Background: Black women in college are disproportionately affected by HIV, but have not been a population of focus for HIV prevention campaigns. This study used content from a preexisting HIV media campaign to assess its relevancy and acceptability among Black women in college. Methods: Media viewing and listening sessions were convened with Black women enrolled at an HBCU (n = 10) using perception analyzer technology—hardware and software tools that are calibrated to gather and interpret continuous, in-the-moment feedback. Matched pre-and-post-test responses from focus groups were obtained from the perception analyzer data. Descriptive statistics and t-tests were used to characterize the data. Results: Students were more likely to personally identify with media content that included profound statements, along with memorable people and actors [95% CI: 1.38, 2.27]. In over half of the vignettes, participants reported that content representing students’ society, culture, or interests was missing. Conclusions: HIV prevention media campaigns may offer potential in increasing HIV awareness and risk perceptions; further research is needed to evaluate optimal content tailoring for both cultural and climate relevancy.