Increasing Intention to Comply with Pharmaceutical Product Instructions: An Exploratory Study Investigating the Rolesof Frame and Plain Language

ABSTRACT

Purpose: The purpose of this study was to describe the coverage and portrayal of human immunodeficiency virus/acquired immune deficiency syndrome (HIV/AIDS) risk factors as framed in newspapers targeting Aboriginal (First Nations, Métis, and Inuit) peoples in Canada.

Methods: From a sample of 31 Aboriginal newspapers published in English from 1996 to 2000, 14 newspapers were randomly selected. Of the 167 articles published on HIV/AIDS during this time period, all anecdotal (n = 34) and an approximate 25% random sample of scientific (n = 32) articles were analyzed using both quantitative (coding reliability and frequencies) and qualitative (in-depth content analysis) analyses.

Results: Individual risk factors for HIV/AIDS were described in 74% (49/66) of the articles and included unprotected sexual intercourse (20/49 or 41%), sharing of needles for injection drug use (IDU; 16/49 or 33%), infected blood transfusions (3/49 or 6%), and vertical transmission from mother to baby (10/49 or 20%). Additional risk factors of alcohol use and poverty were mentioned in 29% and 25% of the articles. In addition to the well-recognized HIV/AIDS risk groups of prostitutes and homosexual men, sexual abuse victims, prisoners, and women were identified in Aboriginal newspapers as being at risk. Although Aboriginal women were identified as being at high risk, the newspaper coverage also emphasized their lack of knowledge regarding HIV/AIDS. Heterosexual men were not mentioned as being at risk for HIV/AIDS in the newspaper articles.

Background: The prevalence of HIV/AIDS is higher among Canadian Aboriginals than in the general population. Local and community newspapers are an important channel for the dissemination of health information for isolated, rural, and Aboriginal communities.

Interpretation: The findings show that Aboriginal media identify high-risk groups and individualistic risk factors for HIV/AIDS, within a public health perspective. The articles also emphasize, however, Aboriginal people's lack of knowledge about disease transmission and the full spectrum of who is at risk.