Communication Commons^™

Breaking The Silence Surrounding Hepatitis C By Promoting Self-Efficacy: A Study Of Hepatitis C Public Service Announcements, Jean Grow, Stephanie Christopher

College of Communication Faculty Research and Publications

Hepatitis C (HCV) is the most common chronic blood borne virus in the United States. Despite this fact, there is a startling lack of awareness about HCV among individuals who may have contracted the virus. This study, grounded in self-efficacy theory, analyzes public service announcements (PSAs) for HCV. Using focus groups to contextualize the responses of individuals living with HCV, the authors conclude that stigma and structural barriers pose the greatest challenges for health communicators trying to reach at-risk populations. The findings suggest that expanded use of celebrity appeals, realistic drug portrayals, more extensive use of social networking in tandem …