IN SEARCH OF CULTURAL SENSITIVITY AND INCLUSIVENESS - COMMUNICATION STRATEGIES USED IN RURAL HIV PREVENTION CAMPAIGNS DESIGNED FOR AFRICAN-AMERICANS

Recently, rates of HIV and AIDS are rapidly and disproportionately inc reasing among minority communities in the rural South. Culturally spec ific health communication about HIV and inclusion of minority voices i n the administration and implementation of HIV programs have been foun d to be the most effective methods for prevention. The purpose of this discussion is to examine these health communication strategies in HIV prevention programs designed for African American communities in rura l Alabama. Effective, culturally sensitive, and inclusive prevention e fforts documented in health communication literature are identified, a nd the use of these efforts through a case study of rural Alabama's mi nority-focused HIV prevention programs is examined. The research revea ls that, although the state is making use of culturally tailored commu nication strategies, educators continue to encounter problems connecti ng with and involving target populations. Reasons for these problems a nd recommendations for changes are discussed.