Vol. 2, Num 4: Contents | Editorial | Up Front | Abstracts

HIV/AIDS Public Service Announcements Around the World: A Descriptive Analysis
    D. Johnson, J.A. Flora, & R.N. Rimal

This article provides a detailed analysis of message and production values used by government health agencies and television networks in 33 countries to create HIV/AIDS-related Public Service Announcements (PSAs). Although the first half of the article examines message factors in 317 PSAs, the second half presents a correlational analysis linking message factors to country characteristics such as level of social vulnerability, gross national product, human freedom, and female status.

Media Interactivity and Self-Efficacy: An Examination of Hypermedia First Aid Instruction
    J.M. Jaffe

An experimental study exlored how user-controlled sequencing might help learners develop greater gains of self-efficacy and expertise from an interactive first aid database. Interactive user sequencing of content was heypothesized to influence gains in knoledge and self-efficacy regarding the use of information presented. It was also hypothesized that the way one navigates through information sources to fulfill an information goal (i.e. one's "information processing style") would mediate the effects of media interactivity on self-efficacy. Participants (n=72) were assigned to 3 experimental groups; they accessed a computer-based, multimedia health database to learn about cardiopulmonary resuscitation and choking first aid techniques. Group treatments differend according to the lecel of use-sequencing control of the information and wheter users followed a pedagogically predtermined sequence. Media interactivity did not appear to directly influence gains in either knowledge or self-efficacy. However, learners who exhibited an informational processing styule of seeking out help or hints were more likely to experience self-efficacy changes using interactice media than were "perseverent" processors. A preliminary interpretation holds that an individual's processing style can potentially influence self-efficacy when he or she learns from differenct media formats.

"Death of a Thousand Cuts:" The Impact of Media Coverage on Public Opinion About Clinton's Health Secutiry Act
     J. Huebner, D.P. Fan, & J. Finnegan, Jr.

This study used a time series method to assess the impact of media coverage on pubvlic opionion surrounding President Clinton's universal health insurance proposal, the Health Security Act. The period examined began on September 1, 1993, and ended on August 31, 1994, coinciding with opinion surveys regarding support for or opposition to Clinton's proposal. Results showed that support for the value of universal health coverage was high in the U.S., but negative media coverage predicted declines in public support for the specific Clinton plan. Speakers in the debate who served as sources for media coverage were examined. Analysis showed that polititicans dominated the debate, as expected; there was a relatively low presence of intreest group sources. Negative rhetoric concerning the Clinton plan was categorized as having negative consequences for government, society, and individuals.

Stimulating Men's Support for Long-term Contraception: A Campaign in Zimbabwe
    Y.M. Kim, C. Marangwanda

A 1993-1994 male motivation campaign in Zimbabwe sought to encourage couples to use modern contraception, especially long-term and permanent methods, mainly by encouraging men to participate in family planning. Using a diverse mix of radio and television programming, print materials, and community events, the campaign reached 88% of men and women in the 5 campaign areas. Football games and sports images found that approval of long-temr methods, couples' discussion of family planning, and men's desire to be involved in family planning decision increase during the campaign period. When education, socioeconomic status, and other variables were controlled, data also showed that contraceptive use fluctuated in the years surrounding the campaign, but that individuals exposed to 3 or more campaign elements were 1.6 times more likely than others to use a modern method.