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Health Communication

Strategies for Developing Global Health Programs

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Edited By Do Kyun Kim, Arvind Singhal and Gary L. Kreps

Promotion of healthy behaviors and prevention of disease are inextricably linked to cultural understandings of health and well-being. Health communication scholarship and practice can substantially and strategically contribute to people living safer, healthier, and happier lives. This book represents a concrete step in that direction by establishing a strategic framework for guiding global and local health practices.
Taking a multi-disciplinary approach, the volume includes state-of-the-art theories that can be applied to health communication interventions and practical guidelines about how to design, implement, and evaluate effective health communication interventions.
Few books have synthesized such a broad range of theories and strategies of health communication that are applicable globally, and also provided clear advice about how to apply such strategies. This volume combines academic research and field experience, guided by past and future research agendas and on-the-ground implementation opportunities.
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Chapter 12 Integrating the Diffusion of Innovations and Social Marketing for Designing an HIV/AIDS-Prevention Strategy among a Hard-to-Reach Population (Do Kyun Kim, University of Louisiana at Lafayette)

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Do Kyun Kim, University of Louisiana at Lafayette

The risk of HIV/AIDS infection has been growing in Louisiana in opposition to the global trend of reduced infection rates as a result of decades of prevention efforts. The latest investigation focusing on the epidemic in Louisiana shows that 18,308 individuals are living with HIV/AIDS and 10,035 among them (55%) are diagnosed with AIDS (Louisiana Public Health Institute, 2010). In particular, the city of Baton Rouge ranked second for HIV/AIDS incidence rate among all metropolitan areas in the U.S., followed by New Orleans, which ranked third. Apparently, it is urgent to respond to the rapidly growing HIV-incidence rate in Louisiana. From the HIV/AIDS prevention aspect, one of the most vulnerable groups in terms of new infection are the members of African-American communities. In 2010, 45% of new diagnoses of HIV infection in the United States appeared among African-Americans, and they accounted for 49% of new AIDS diagnoses (Center for Disease Control and Prevention, 2012). Especially, African-American men who have sex with men (MSM) have been exposed to the greatest risk of HIV infection.

Although the risk of HIV infection among adult African-American MSM has been already well known, the risk associated with young African-American MSMs aged 18 to early 20s has been not much revealed mainly because of little social recognition on sexual identity among the young population and their own vulnerability to talk about their sexuality and information disparity. Many other concerns increase the level...

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