Joyce Buckner-Brown, PhD, MHS, RRT, Healthcare Administration, Associate Professor, Jackson State University, 350 W. Woodrow Wilson Ave, Suite 2301-A, Jackson, MS 39213, 601-368-2047, joyce.buckner-brown@jsums.edu

During the period of January 1996 through June 1999, African Americans accounted for 50% of all AIDS diagnoses and 57% of all HIV diagnoses. Using the Transtheoretical Model of Behavioral Change as a conceptual framework, this study examined English-language Public Service Announcements (PSAs) disseminated by the Centers for Disease Control and Prevention and the National Institute on Drug Abuse to determine whether televised broadcasts aimed at general and African American audiences followed a logical sequence from awareness to motivation, skill building, and maintenance. Findings indicated that the PSAs provided factual information, but failed to move beyond factual information to presenting messages that promoted, motivated and reinforced behavior change. There were no statistically significant differences in the variables examined between the PSAs targeting African American and those targeting the general population.

Learning Objectives: "At the conclusion of the session, the participant (learner) in this session will be able to

1.Evaluate if federally funded HIV/AIDS televised broadcasts produced between 1987-1998 take general and African American audiences from a logical sequence of awareness (contemplation) to motivation (preparation), skill building (action), and maintenance."
• Discuss if messages targeted to African Americans vary significantly in types of information conveyed (“information load”), types of recommendations made, behavioral change objectives, communication strategies, and personal risk reduction stages when compared to the general population."

Keywords: African American, Communication

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.