The acquired immune deficiency syndrome (AIDS) epidemic is spreading fast in Africa in spite of the various efforts and resources put in place to prevent it. In Kenya, reproductive health programs have used the mass media and other communication interventions to inform and educate the public about the disease and to promote behavior change and healthy sexual practices. This effort has led to a discrepancy between awareness and behavioral change among people of reproductive age. In this article I examine the discrepancy in Kenya from a communications perspective addressing social cultural and related factors contributing to the lack of change in behavior and sexual practices. I draw on the theoretical framework of Grunig's model of excellence in communication, the importance of understanding and relationship building between programs and their stakeholders. Data were gathered qualitatively using focus groups and in-depth interviews among men and women in rural Kenya. Key findings indicate that although awareness of sexually transmitted diseases (STDs) including human immunodeficiency virus (HIV)/AIDS is high in Kenya, a majority of the population, particularly those in the rural communities, lack understanding of the communicated messages. They also lack the knowledge of other ways of transmitting HIV particularly among those not sexually involved. Cultural beliefs, values, norms, and myths have played a role in the rapidly increasing epidemic in the rural communities and yet HIV/AIDS communication programs have not addressed these factors adequately. I conclude that successful behavior change communication must include strategies that focus on increasing understanding of the communicated messages and understanding of the audience through application of appropriate methodologies. Building a relationship with the audience or stakeholders through dialogues and two-way symmetrical communication contributes toward this understanding and the maintenance of the newly adopted behaviors and practices.

African American women are disproportionately affected by HIV/AIDS compared with other ethnicities, accounting for two-thirds (67%) of all women diagnosed with HIV. Despite their increased risk of HIV infection, few studies have been conducted to understand culture-specific factors leading to their vulnerability. Given the central role of religious organizations in African American communities, this study explored whether and to what extent religiosity plays a role in stigma toward HIV/AIDS. Results of hierarchical regression showed that after controlling for key factors, religiosity was a significant factor predicting the level of religious stigma. Those with high religiosity displayed significantly higher stigma, associating HIV/AIDS with a curse or punishment from God. Verbatim responses to an open-ended question also revealed seemingly ingrained prejudice against HIV/AIDS from a religious perspective. The findings point to the important role of faith-based organizations (FBOs) in addressing HIV/AIDS issues within African American communities.

Background: Self-efficacy is a crucial component in effective health communication and health promotion interventions and serves as a moderator for behavior change. Although awareness and risk perception are important in the behavior change process, self-efficacy gives people the necessary confidence in their ability to engage in advocated health behaviors. In addressing childhood obesity, self-efficacy plays a crucial role in dietary decisions. Informed by the social cognitive theory, this study examines the behavioral and environmental factors that determine self-efficacy for healthy food choices and healthy eating among adolescents in low income communities. Method: A survey was administered among adolescents in 6th to 8th grades from three U.S. States -- Kansas, Ohio and South Dakota (N=410). Results: Results show a correlation between efficacy for healthy food choice and the adolescent’s perceptions of behavioral control or sense of empowerment. Attitudes towards overall health predict efficacy for healthy eating and for healthy food choice. Other predictors for healthy eating include perceptions of peers’ health concerns and perceptions on healthy food availability whereas perceived control influences efficacy for healthy food choice. Gender played a significant role in adolescents’ perceptions of peers’ health concerns whereas geographical location (state played a role in their in adolescents’ attitudes toward health. Ethnicity was a more significant factor in their perceived barriers for healthy eating, perceptions for healthy food availability and in attitudes towards health. Conclusion: The study suggests ethnic-specific nutrition education that focuses on attitudes towards health as well as community partnerships that would support a healthy food environment to enhance self-efficacy and healthy dietary behaviors among adolescents.

This study is based on a survey of public relations students and examines their attitudes, expectations, and motivations for participating in curriculum-infused service-learning projects. Results indicate that prior participation does not influence attitudes or expectations, but motivation to participate in the project was significantly associated with positive attitude and higher expectations. Students’ expectations, which include social and professional growth, and psychological and altruistic gratification through community contributions, indicate a need for discipline-focused service-learning programs and for a focus on civic engagement given the role of public relations in relationship building and in strategically addressing social issues that impact society.