More Than Pop Culture: Depictions of HIV in the Media and the Effect on Viewer's Perception of Risk

Abstract

When young adults are questioned about where they gain their knowledge of HIV, overwhelmingly popular media (including television) is reported. Thus, the goal of this article is to question how media is used to educate and influence young people's present perceptions of HIV/AIDS. Narrative analysis of popular prime time shows was used focusing on the story lines and characters used to introduce the topic, as well as the myths and facts about HIV. Results presented provide researchers a clearer insight to how popular shows discuss HIV/AIDS while also highlighting the ways Social Cognitive Theory can still be utilized.

Keywords:

• entertainment-education
• HIV
• pop culture
• social cognitive theory