Combating AIDS : communication strategies in action / Arvind Singhal, Everett M. Rogers. Singhal, Arvind, 1962- Rogers, Everett M. (Everett Mitchell), 1931- AIDS (Disease) Prevention. Communication in medicine. Health behavior. 616.979205 21 SIC Includes bibliographical references (p. 393-411) and index. "Combating AIDS focuses on communication strategies that could mobilize political action, target high-risk groups, and overcome stigma. Communication can be widely effective both as a "sledgehammer" and a "scalpel". The authors describe and analyze advocacy strategies, culturally-engaging targeted and tailored responses, and the entertainment-education strategy, including the use of television and radio soap operas to engage audiences emotionally and create a forum for public debate and discussion." "Focusing on the work being carried out by individuals and organizations, this book humanizes the AIDs epidemic. Interesting, informative, and readable, it will be of interest to policy-makers, practitioners, and scholars in the fields of public health, communication and change, development studies, social work, and public policy."--BOOK JACKET. Thousand Oaks, Calif. : Sage Pub., 2003. 2003. 2003 Text 425 p. : http://www.loc.gov/catdir/enhancements/fy0658/2002151739-d.html http://www.loc.gov/catdir/enhancements/fy0658/2002151739-t.html eng