In their own words: racial/ethnic and gender differences in sources and preferences for HIV prevention information among young adults.

The purpose of this study was to examine where young adults were obtaining their HIV prevention information, and determine if there were consumption preferences based on gender and race/ethnicity. We conducted a series of race/ethnic and gender-concordant 2-hour focus groups, and qualitative analyses identified common domains. Sixty adolescents attended 6 focus groups. Findings revealed that primary informational sources were television and advertisements, educational settings, community health care centers, and family and friends. However, television commercials and advertisements were viewed as an ineffective approach, with mistrust of the "mainstream" media being very high for Black males. Recommendations centered on the need for more realistic scenarios related to living with HIV by other adolescents, greater parental involvement with HIV education, especially for minority youth, and the use of social media. Special attention should be given to the importance of social media for adolescents, and how the fear of HIV-related stigma influences HIV information consumption patterns among males.