Media Celebrities and Public Health: Responses to 'Magic' Johnson's HIV Disclosure and Its Impact on AIDS Risk and High-Risk Behaviors

Abstract

Exposure to celebrities through the media can have an important influence on the public's health-related attitudes, beliefs, and behavior. The announcement by Los Angeles Lakers' basketball star Magic Johnson that he tested positive for HIV infection was intended to promote HIVIAIDS prevention, particularly among adolescents and young adults. The present study analyzes how previous knowledge of Johnson acquired through the media affected the public's responses to his announcement and appeal for HIVIAIDS prevention. The study also assesses how emotional involvement with Johnson through parasocial interaction affected the public's perceptions of HIVIAIDS risk and high-risk behaviors. Results indicate that those who had a greater degree of emotional involvement with Johnson were more likely to show an increase in their personal concern about AIDS, concern about the risk of AIDS to heterosexuals, and intention to reduce high-risk sexual behaviors. In contrast, simply knowing about Johnson by watching him play basketball, hearing him speak, or reading about him had no measurable impact on the public's responses to his HIV disclosure. Implications of these findings suggest involvement with a celebrity through media exposure is an important mediating variable in persuasive communication, and celebrities can effectively endorse health-related messages.