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• W1551139147 abstract "This paper summarizes the findings of a pilot study of radio broadcasters in Arkansas. Missouri. Oklahoma. and Texas. Broadcasters were surveyed in &'1 effort to further our understanding of their role as gatekeepers for public service ennouncements (PSA) to educate audiences about AIDS. and bring about safe behavior. Respondents were asked to provide Information about their stations. end their stations' use 01 HIV-/AIDS PSAs. Most broadcasters reported using HIV-IAIDS PSAs (76.1 %). About one-third of broadcasters who reported not using the PSAs claimed they had never been offered any such announcements for broadcast. Most respondents agreed that HIV-/AIDS is a significant national and local public health threat (almost 700 reported knowing someone with HIVor AIDS). Yet. many broadcasters expressed reservations about the ability of PSAs to effect necessary behavioral change In the audience. Statistically significant differences were found between broadcasters who use PSAs and those who do not. In five areas which relate to message content and acceptance by audiences. Public Service Announcements and the Fight Against AIDS: A Survey of Radio Broadcasters' Attitudes and Policies Background Although Initially a disorder which was perceived as illness involving marginalized groups, especially gay (Herek & Glunt, 1988, Abstract), Acquired Immune Deficiency Syndrome is now recognized as a potential threat to all members of society. In the United States today, those at risk fOf AIDS-or HIV. the virus identified as the precursor of AIDS-include 12 million who are diagnosed annually with one or of the dozens of sexually-transmltted diseases, ten million men who have had sex with other men, one million intravenous drug users. and millions of others who will have sex with one or new partners (Peterman. Cates, & Wasserheit. 1992, p. 443). Once acquired, the virus may take up to ten yearn to develop. But in all cases, it leads to a slow, painful death. was first officially identified in the U.S. In 1981. By 1988, it was the third leading cause of death among American men aged 25 to 44. (C'u. Berkelman. & Curren. 1992). Late In 1993, the U.S. Centers for Disease Control announced had advanced to become the leading cause of death for men In that age category (AIDS Is top killer... . 1993). Between 1988 and 1994, the number of Americans with doubled. By July of 1994, mOfe than 411,000 Americans had AIDS: 204,000 were already dead. Of four million world-wide who have been diagnosed with full-blown 42 percent Americans. The total number of Americans diagnosed with has been Increasing at the rate of three to five percent annually (Full-blown AIDS... , 1994; see also Brown, 1991). American society pays a staggering cos1 to through productive lives lost, But ihe impact of is than just economk;: Is changing our social and poIlticel climate. Never belore has there been an organized group of sick people competing for public. attention, recognition, and resources. Kalata writes (1990, p. 12). He argues that is longer mainly a medical story, if it ever was. TIle material may be medical ... but decisions are made in political context (p. 12). Our nation strains to provide the social services and medical attention that the HIV/AIDS epidemic and those affected are demanding. There been a tremendous amount of energy put forth to stimulate public discussion on the causes and symptoms of AIDS, along with a massive effort to prevent Americans from acquiring the infection in the first place. And yet, the full intent of the effort is unrealized: Over 95% of Americans feel they are at little or no risk of developing AIDS write Peterman, C81es, and Wasserheit (1992, p. 443). Clearly, we must do a better job communicating with the American public on the dangers of HIV Infection and AIDS, and much of this communication must come through the broadcast media which perme81e our society. This survey proposal is effort toward that end: It advocates th81 we reach out to radio broadcasters, to find out about these broadcasters. their use of public service announcements, and their opinions as to the most effectJve ways to communicate vital Informmlon about to the nation. In the end. it's hoped this effort wlll give us Information we need to deal with and the it affects In the more open and supportive way suggested by Peterman, Cates, and Wasserheit (1992, p. 449). After all, as the above authors remind us-The epidemic will not wait," @default.
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• W1551139147 title "Public Service Anouncements and the Fight Against AIDS: A Survey of Radio Broadcasters' Attitudes and Policies" @default.
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