Black Women’s Perceptions of Health: Considering Cultural Identity as an Antecedent for the Situational Theory of Publics

The purpose of this study was to understand Black women’s perceptions of health, specifically in regards to HIV/AIDS, and the ways in which their cultural identities influence health decisions according to the situational theory of publics. This study included in-person interviews with 15 Black women who attended a hip hop awareness concert or who were in the target audience, but chose not to attend. The following research will help public relations practitioners effectively predict the communication behavior of Black women based on the understanding of their constraints.