Abstract
This article argues in favor of the selection of content and dissemination channels based on audience differences in HIV knowledge, perceptions and media preferences. Data were collected from low-income teenagers in Durban, South Africa. Key differences within this low-income group were found between Indians and blacks, and between boys and girls on what to communicate about HIV/AIDS and how to communicate. The argument for audience segmentation beyond income group demographics is supported.
Get full access to this article
View all access options for this article.
