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ERIC Number: ED410609
Record Type: Non-Journal
Publication Date: 1997
Pages: 26
Abstractor: N/A
Reference Count: N/A
Public Service Announcements and the Fight against AIDS: A National Survey of Television and Radio Broadcasters' Attitudes and Policies.
Swanson, Douglas J.
A follow-up national study surveyed 500 television and radio broadcasters to further understanding of their role as gatekeepers for public service announcements (PSAs) to educate audiences about AIDS, and to bring about "safe" behavior. Respondents were asked to provide information about their stations, and their stations' use of HIV/AIDS PSAs. Of the 19.2% responding to the survey, most reported using HIV/AIDS PSAs (87.4%). Only 37.7% agreed that HIV/AIDS is a significant national public health threat, although more than 75% reported knowing someone with HIV or AIDS. Certain findings differed greatly from an earlier pilot study of radio broadcasters, which identified a greater concern for HIV/AIDS as a significant national health threat, and identified statistically significant differences in opinions between broadcasters who did versus those who did not use the PSAs. The national study is consistent with the pilot study in that most broadcasters have not been personally contacted by campaign planners, and many broadcasters express reservations about the ability of PSAs to effect necessary behavioral change in the audience. (Contains the following appendixes: list of stations, by markets, for survey; sample television broadcasters survey; and research questions/instrument breakdown.Contains 31 references.) (Author/NKA)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A