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This interview study of 49 Hispanic individuals in a large southern suburban county is a part of a larger three-year multi-method study. Through the lens of self-determination theory, this project investigates perceptions of four television-aired Spanish-language video messages on CseOVID-19 vaccination developed from findings of prior local focus groups and panel surveys supported by community partners. The present study\u2019s findings show human-centered, gain-frame messaging was positively received and highlight the need for targeted Spanish-language public health messaging in Spanish news media to improve quality information about COVID-19. Gentler suggestions for health protective behaviors may foster greater perceived resonance, credibility, and informational value of public health messages, with potential implications for psychological reactance and subsequent responses.<\/jats:p>","DOI":"10.1371\/journal.pone.0339634","type":"journal-article","created":{"date-parts":[[2026,7,29]],"date-time":"2026-07-29T17:21:42Z","timestamp":1785345702000},"page":"e0339634","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":0,"title":["Perceptions of Spanish-language COVID-19 video messaging among the Hispanic community: A qualitative study in the United States of America"],"prefix":"10.1371","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-1116-9015","authenticated-orcid":true,"given":"Grace 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