INTERPERSONAL EXCHANGES ABOUT HIV-AIDS THROUGH DIFFERENT MEDIA
A CROSS-CULTURAL COMPARISON
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Why health knowledge about risk prevention does not always translate into safe practices? What role does the interpersonal exchange play in mediating the efficacy of a preventive campaign? What opportunities and pitfalls does Internet offer as a medium for preventive communication? In order to answer these questions the book starts from a wide overview of health communication theories. The work then discusses the results of a big cross-cultural qualitative study aimed at exploring how the context of the interpersonal exchange influences the way a preventive message is metabolized by individual...
Why health knowledge about risk prevention does not always translate into safe practices? What role does the interpersonal exchange play in mediating the efficacy of a preventive campaign? What opportunities and pitfalls does Internet offer as a medium for preventive communication? In order to answer these questions the book starts from a wide overview of health communication theories. The work then discusses the results of a big cross-cultural qualitative study aimed at exploring how the context of the interpersonal exchange influences the way a preventive message is metabolized by individuals. On the basis of the main evidences of this study, the Author suggests that Internet is a promising medium to enhance the chances that a preventive message becomes part of young people exchanges, being de-constructed and re-constructed in its meanings and being used as a source of new orientations towards risk and safe practices.
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