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Focusing on the federal government's efforts to educate the public to the dangers of Acquired Immune Deficiency Syndrome (AIDS), a study examined "America Responds to AIDS" public service announcements (PSA's) through a traditional rhetorical analysis (PSA characters, plot, pace, tone, and message design). Forty-four English-language television and radio PSA's produced under the "America Responds to AIDS" campaign were examined. Results indicated that the PSA's: (1) support cultural stereotypes of male carriers and female victims; (2) used inexplicit terminology; (3) employed fear appeals; (4) blocked access to helpful information with a government gatekeeper; and (5) empowered AIDS as an active social phenomena--rather than a medical problem--which attacks helpless victims. Findings suggest that the PSA's supported "traditional" family and social relationships; denied homosexuals and other disenfranchised groups a voice in the fight against the disease; and failed to address behavioral changes needed to control the spread of HIV infection and AIDS. (Contains 42 references.) (Author/RS)

Focusing on the federal government's efforts to educate the public to the dangers of Acquired Immune Deficiency Syndrome (AIDS), a study examined "America Responds to AIDS" public service announcements (PSA's) through a traditional rhetorical analysis (PSA characters, plot, pace, tone, and message design). Forty-four English-language television and radio PSA's produced under the "America Responds to AIDS" campaign were examined. Results indicated that the PSA's: (1) support cultural stereotypes of male carriers and female victims; (2) used inexplicit terminology; (3) employed fear appeals; (4) blocked access to helpful information with a government gatekeeper; and (5) empowered AIDS as an active social phenomena--rather than a medical problem--which attacks helpless victims. Findings suggest that the PSA's supported "traditional" family and social relationships; denied homosexuals and other disenfranchised groups a voice in the fight against the disease; and failed to address behavioral changes needed to control the spread of HIV infection and AIDS. (Contains 42 references.) (Author/RS)

This curriculum guide for educators, youth group leaders, and health professionals provides materials for teaching young people to critically evaluate the media which influences them, with particular reference to alcohol and tobacco use. Part 1, "Youth, Media, Tobacco, Alcohol," presents background facts and concepts. The relationship of youth and media is explored. Part 2, "Getting Media Sharper," covers program implementation. Five teaching modules are included: (1) "Ready. Set. Action!" provides basic tools for critically evaluating media messages; (2) "It's All in the Marketing (Advertising, Promotions, Event Sponsorships)" contains four activities to help young people understand how marketing strategies normalize and glamorize tobacco and alcohol use; (3) "That's Entertainment!" contains three activities that teach how tobacco and alcohol use are promoted in entertainment programming; (4) "What's News?" consists of three activities that clarify how news and news-oriented media influence one's perceptions of alcohol and tobacco; (5) "It's a Wrap" provides a summation of the skills and principles of being media sharp. Format is loose-leaf with one 7-minute videotape included. Handouts, worksheets, suggested activities and readings, references, Internet and other resources, glossary, and video supplements are appended. (EMK)