TITLE

Group differences in the need for messages and exposure to messages: implications for HIV/AIDS prevention and control among men who have sex with men

AUTHOR(S)
FANG-YING LI; TIRIAN TZU-HSIANG CHIEN; HUI-HSIN HSIAO; SHEUE-RONG LIN; CHIA-CHI LEE; CHIH-YIN LEW-TING
PUB. DATE
April 2014
SOURCE
Taiwan Journal of Publich Health / Taiwan Gong Gong Wei Sheng Za;Apr2014, Vol. 33 Issue 2, p209
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Objectives: To examine the need for and exposure to message content related to sexual health, mental health, and entertainment and health among three groups of men who have sex with men (MSM), and compare the gaps between campaign exposure and expectations. Methods: We recruited participants through purposive and snowball sampling and collected data with a selfadministered survey. Based on differences in drug use and participation in the MSM subculture, participants were further divided into risky, junior, and general MSM groups, with the latter as the reference group. Results: We recruited a total of 558 MSM in this study. Overall, for all content domains, message exposure was lower than expectation (need). Trivial differences were found between the risky and general groups in their exposure to various messages; however, the risky group had a smaller exposure-expectation gap for messages directed to "safer drug use" and "leisure and entertainment." The risky MSM group had "over-satisfied" needs in several domains. Compared with the other two groups, the junior MSM group had much poorer message exposure across a broad range of message domains' in that their unmet needs were highest in intensity and breadth. Conclusions: The need for messages and exposure to messages as part of an HIV/AIDS prevention campaign varied among different MSM subgroups. In addition to providing tailored message content and design to different groups by taking into account their exposure-expectation conditions, we should also provide more information to resolve unmet needs, and reframe and repackage messages recognized as over-satisfying needs in order to increase the effectiveness of campaigns.
ACCESSION #
95879579

 

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