Many HIV/AIDS public service announcements (PSAs) focus on aspects of HIV/AIDSprevention efforts, including stigma and discrimination. However, due to an absence ofmedia evaluations that have properly understood the ways in which HIV/AIDS-relatedstigma PSAs are framed and constructed, little is known about the ways in which thesemessages are framed. This study attempts to bridge the gap by analyzing the ways inwhich the Pan American Health 10-year Anthology DVD, frames and constructs theirargument in PSAs targeted at HIV/AIDS-related stigma. In order to answer thequestions, this study connects the theories of stigma, media, and framing, to the theory ofsocial construction. Where stigma is a form of social construction, framing can causesocial construction and media facilitates social construction. Moreover, this study uses aqualitative content analysis, to analyze the198 PSAs in the anthology. The results of thestudy revealed that HIV/AIDS-related stigma PSAs could be categorized into eitherproactive or reactive frames. Within the proactive and reactive frames there are alsoseveral sub-categories, which includes: proactive messages that reduce self-stigma,proactive messages that encourage community support, proactive messages thatencourage institutional support, and proactive messages that focus on antidiscrimination.Within the reactive messages the sub-categories include: reactivemessages and HIV/AIDS corrective information, reactive messages that focus on howHIV/AIDS is and is not transmitted, reactive messages that focus on what stigma is. Theanalysis of this study connected the theoretical reference to the results of the study, bydetermining that the proactive and reactive frames are tools within PSAs, intended tocreate a new reality or new social attitudes about HIV/AIDS-related stigma. Futureimplications for this study could evaluate the effects of the proactive and reactive frames.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-167681 |
| Date | January 2011 |
| Creators | Velez, Eliana |
| Publisher | Uppsala universitet, Medier och kommunikation |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Abstracts of Uppsala dissertations from the Faculty of Social Sciences, 0346-6426 |
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