To Speak to Me, Address Us: Insights From LGBT Young Adults to Inform Public Education Campaigns
| العنوان: | To Speak to Me, Address Us: Insights From LGBT Young Adults to Inform Public Education Campaigns |
|---|---|
| المؤلفون: | Leah Hoffman, Janine Delahanty |
| المصدر: | Health Promotion Practice. 22:641-648 |
| بيانات النشر: | SAGE Publications, 2020. |
| سنة النشر: | 2020 |
| مصطلحات موضوعية: | medicine.medical_specialty, Nursing (miscellaneous), Sexual Behavior, Public health, Public Health, Environmental and Occupational Health, Gender studies, Homosexuality, Transgender Persons, Focus group, Sexual and Gender Minorities, Young Adult, Health promotion, Transgender, medicine, Bisexuality, Humans, Female, Sociology, Lesbian, Young adult, Public education |
| الوصف: | Draft advertising concepts were tested in a series of focus groups among 140 lesbian, gay, bisexual, and transgender (LGBT) young adults aged 18 to 24 in seven U.S. cities in 2015. In this secondary analysis of focus group transcripts, young adult responses to tested concepts belie deeper lessons that have broader application for public education campaigns among LGBT young adult audiences. Respondents valued seeing both individuals who were like them and also unlike them, preferring a diverse portrayal of the fuller spectrum of LGBT communities, a finding which has implications for campaign segmentation of LGBT audiences. More broadly tailored communications for LGBT audiences can be appropriate as long as portrayals are diverse. These young adults expressed the desire to see nuanced, humanizing content that avoids playing into existing stereotypes. These findings also show how qualitative research can benefit segmentation and how research and communications can address the needs of subgroups within diverse segments. |
| تدمد: | 1552-6372 1524-8399 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::7549eb801325ea1a257db50f3b455d2b https://doi.org/10.1177/1524839920933893 |
| حقوق: | CLOSED |
| رقم الأكسشن: | edsair.doi.dedup.....7549eb801325ea1a257db50f3b455d2b |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 15526372 15248399 |
|---|