We propose a model of symbolic social communication to explain the process whereby sociocultural identity mediates relationships among receivers, sources and messages to shape message effects. This exploratory study examines how two at-risk groups of African American men responded to various HIV prevention messages delivered by celebrity and professional sources. We interviewed 47 men from a homeless shelter and 50 male college students. Members of both groups were likely to select Johnson as the best person to deliver HIV prevention messages among a list of African American celebrity and professional sources. Results suggest the symbolic meanings embedded in celebrities and message topics are important and enduring influences on message effects. The images and ideas that a source represents are transferred to the advocated behavior, attitude or knowledge change and thus shape how messages are interpreted and received. Further understanding of how culture influences the effects of persuasive messages is critical for the improvement of health-communication campaigns.
Keywordscelebrities; communication; HIV/AIDS; media; source credibility On 7 November 1991, Earvin 'Magic' Johnson announced he was immediately retiring from the National Basketball Association because he was infected with HIV, the AIDS virus. The media reacted with grief and salutations, lauding this great player's career and his courage in going public (see Kalichman, 1994, for a more in-depth discussion of media coverage of Johnson's announcement). At the same time, AIDS activists and educators discussed the enormous potential Johnson's announcement represented: here was a bona fide superstar whose celebrity status in the psyche of mainstream USA had the capacity of generating unprecedented publicity. Johnson's disclosure was seen as particularly helpful for efforts to reach heterosexuals and minority groups, especially African Americans.
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NIH-PA Author ManuscriptAfrican Americans are disproportionately represented among HIV-positive/AIDS-infected persons (CDC, 1990;Renzullo, McNeil, Wann, Burke, & Brundage, 1995;Rosenberg et al., 1992), accounting for over 30 percent of the reported AIDS cases (CDC, 1991). An increasing proportion of HIV infection is occurring among African American youths and women (Dicks, 1994). These facts make HIV prevention for African Americans of paramount concern.Johnson's announcement of his own HIV infection presented a serendipitous opportunity for reaching African Americans, particularly heterosexual men. In fact, research demonstrates the announcement produced immediate changes in perceptions of risk among African American men (Kalichman, Russell, Hunter, & Sarwer, 1993b). The announcement also led to increased public requests for AIDS-related information from hotlines (CDC, 1992;Tesoriero & Sorin, 1992). Kalichman and colleagues (1993b) observed a large increase in inner-city men's interest in obtaining information and number of AIDS-related conversations imm...