JOHNSON,MAGIC AND CHILDRENS CONCEPTIONS OF AIDS

Longitudinal data for a heterogeneous sample of 609 elementary school children are used to assess the long-term effects of Magic Johnson's a nnouncement on children's HIV and AIDS conceptions. Four hypotheses ar e tested concerning these relationships, and background variables meas ured prior to Johnson's announcement are controlled. Findings suggest that Johnson's announcement increased children's HIV and AIDS knowledg e and reduced their prejudice toward a hypothetical child with AIDS. N o relationship is evident between the announcement and perceived vulne rability to HIV and AIDS. Males are more likely to be aware of Johnson 's announcement, but its effects are more pronounced among blacks. Fin dings from the present research affirm the potential for celebrities l ike Johnson in HIV and AIDS education campaigns directed toward childr en.