In this fully revised and updated Fourth Edition, Rice and Atkin provide readers with a comprehensive and contemporary look into the field of public communication campaigns. The volume begins with a theoretical and historical overview of public communication campaigns, which generally aim to promote non-commercial benefits to individuals or society. The contributors then explore methods and models of designing, implementing, and evaluating campaigns in depth. Topics examined include a range of recent, intriguing, and controversial campaigns such as AIDS prevention, skin cancer, organ donation, and ocean sustainability. The contributors also explore a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, digital games, mobile technology, and social media. Public Communication Campaigns, Fourth Edition will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.
Chapter 17: Sociocognitive Approaches for AIDS Prevention: Explicating the Role of Risk Perceptions and Efficacy Beliefs in Malawi
Sociocognitive Approaches for AIDS Prevention: Explicating the Role of Risk Perceptions and Efficacy Beliefs in Malawi
The global burden of AIDS is disproportionately borne by countries in southern Africa. In 2009, approximately 11 million people were living with HIV in this region, which constituted a 31% increase from a decade earlier (Joint United Nations Programme on HIV/AIDS, 2010). Approximately 34% of the world's population living with HIV in 2009 resided in 10 countries in southern Africa, and 40% of all HIV-positive adult women live in southern Africa (Joint United Nations Programme on HIV/AIDS, 2010). In 2008, HIV prevalence among adults in sub-Saharan Africa was approximately 11%, ...