This study explores the role of interpersonal discussion and social norms in a public health campaign, the BBC Condom Normalization Campaign, designed to promote conversation and change the public perception of condom use in India. Drawing upon the integrative model of behavioral prediction, attitudes, self-efficacy, subjective norms, and descriptive norms were predicted to relate to behavioral intentions to use condoms. It is important to note that the valence of discussion was hypothesized to relate to each of these more proximal predictors. The authors used structural equation modeling to test the model on 3 separate samples of Indian men between the ages of 15 and 49 years: (a) high-risk men who had sex with nonspouses; (b) low-risk, sexually inactive, unmarried men; and (c) low-risk, monogamous, married men. Results were similar for low- and high-risk audiences, with valence of discussion about condoms predicting condom-related attitudes, self-efficacy, and subjective and descriptive social norms with respect to condom use, which, in turn, predicted behavioral intent to use condoms. These findings underscore the need to take not only the frequency but also the valence of interpersonal discussion into account when assessing the effect of health campaigns. Implications for theory and design of future public communication campaigns are explored.

No abstract

No abstract

No abstract

In this article, R.W. Connell's notion of hegemonic masculinity is used to examine the role of male gender norms in perpetuating violence against women. The researchers discuss the implications for entertainment-education (EE) programmes that seek to promote gender equality by modelling alternative forms of masculinity and sparking critical dialogue about gender-equitable masculine norms. First, theories are reviewed that contextualise masculinity and media to establish a strategic foundation for engaging men through EE. Next, a case study is undertaken of media campaigns by Breakthrough, a human rights organisation that has produced a number of media and EE initiatives to address violence against women. The article highlights five specific ways in which men can be represented in media campaigns with EE components: 1) invisible men; 2) men as perpetrators; 3) men as allies; 4) men as agents in challenging hegemonic masculinity; and 5) men as agents in redefining manhood.