Digital and social communication for engaging populations at risk of HIV/AIDS: Challenges and prospects for behavior change

Digital communication creates virtual spaces for information sharing, community engagement, as well as the mobilization and empowerment of individuals and communities. Social communication, in contrast, is grounded in human and civic values and takes into account the cognitive and psychological factors that shape individual and collective behaviors. Within society, people at risk of HIV/AIDS constitute a vulnerable population requiring social, psychological, and institutional support. Effective communication strategies rely on a thorough understanding of the psychological and social determinants that influence the behaviors of these populations, as well as on the use of persuasive and motivational approaches to foster intrinsic behavior change. The aim of this article is to examine the effectiveness and influence of digital and social communication in motivating individuals at risk of HIV/AIDS to adopt preventive health behaviors. It also seeks to describe the risk behaviors associated with HIV/AIDS exposure and to assess the extent to which digital and social communication can serve as effective instruments for promoting behavior change among vulnerable populations. The study adopts a qualitative approach based on the analysis of literature integrating social, psychological, communication, and institutional dimensions. The findings highlight the influence of multiple psychosocial, socioeconomic, and ecosystem-related factors on the behaviors of individuals at risk of HIV/AIDS. They also underscore the importance of integrating digital and social communication into comprehensive HIV/AIDS prevention strategies aimed at encouraging sustainable behavior change.