APPLICATION OF THE THEORY OF PLANNED BEHAVIOR TO EXPLAIN MEDIA EXPOSURE AND CONDOM USE AMONG GHANAIAN YOUTH

This study uses the National Survey of Adolescents in Ghana (2004) to examine the relationship between media exposure modality and frequency and condom use at actual intercourse among adolescents age 12-19 in Ghana (n=368). Specifically, this study applies the Theory of Planned Behavior (TPB) to explain condom use. Using the TPB as the guiding framework, multinomial logistic regression is used to analyze the relationship between modality of media exposure and actual behavior. Multinomial logistic regression is also used to examine whether frequency of exposure to different media modalities significantly predicts actual condom use. This study contributes to the existing literature by using the TPB model to examine the predictive relationship between media exposure and condom use among adolescents ages 12-19 in Ghana. Limited research exists examining the relationship between media exposure and condom use in Ghana; additionally, the TPB has not been used to predict condom use using media exposure frequency and modality as predictors in the Ghanaian population. Findings from the present study suggest the odds of condom use are greater among individuals exposed to HIV prevention messages on television and print than the odds of condom use among unexposed individuals. Additionally, greater frequency of exposure to television significantly increases the likelihood of condom use among exposed versus unexposed individuals. Findings from the present study inform public health and community-based educators of viable points of entry to target increased condom use among adolescents to reduce HIV transmission among this age cohort.