South Africa recorded and estimated 230,000 new infections in 2020, and low levels of AIDS risk awareness remain prevalent among the nation's youth. While public health awareness initiatives continue to be necessary, the large quantity of AIDS-related content that has permeated the media landscape since the start of the epidemic has resulted in increasing indifference to health messaging. Drawing from the concept of referent emotional responses, this article analyzes the reception of "Sing," an HIV/AIDS awareness music video characterized by emotive visual representations of AIDS. The data highlight ongoing fatigue towards HIV/AIDS messaging and the potential of highly emotive media to engage target audiences in a climate of indifference to AIDS awareness. The article recommends that future awareness and prevention campaigns consider the role of emotive content in effective AIDS-related health promotion in South Africa.

中文翻译：

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情感媒体作为南非艾滋病信息疲劳的平衡：对艾滋病毒/艾滋病意识音乐视频的回应。

南非在 2020 年记录并估计有 230,000 例新感染病例，该国青年对艾滋病风险的认识水平仍然很低。尽管公众健康意识倡议仍然是必要的，但自流行病开始以来，大量与艾滋病相关的内容已经渗透到媒体领域，导致人们对健康信息越来越漠不关心。本文从参照性情绪反应的概念出发，分析了以艾滋病情感视觉表现为特征的 HIV/AIDS 意识音乐视频“Sing”的接收情况。这些数据强调了对艾滋病毒/艾滋病信息的持续疲劳，以及高度情绪化的媒体有可能使目标受众陷入对艾滋病意识漠不关心的气氛中。