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Abstract
Recent studies have revealed serious HIV stigmatization in Chinese media discourse. The current study extends previous research by exploring how HIV transmission was portrayed in Chinese media discourse, particularly how the media framed HIV transmission for people living with HIV (PLHIV) and affected groups. The study used quantitative content analysis to examine articles published in each of the eight Chinese news outlets one week before and one week after World AIDS Day every other year from 2000 to 2010. The results suggest that Chinese newspaper articles label PLHIV and stereotype certain social groups to reinforce an “us versus them” dichotomy. Chinese media promote two different views of PLHIV that are dependent on the manner in which people contracted HIV. Individuals who contracted HIV through socially acceptable means (e.g., blood transfusion) were worthy of being featured. In contrast, individuals who contracted HIV through socially unacceptable means (e.g., intravenous drug use) were less likely to be identified as individuals and were instead devalued as nondescript members of a deviant and dangerous group. This dichotomy reinforces HIV stigmatization and will mitigate China's anti-stigma efforts. The study provides health care professionals and anti-stigma advocates a specific picture of HIV stigmatization in the Chinese media context.
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Notes on contributors
Chunbo Ren
Chunbo Ren (PhD Washington State University, 2012) is an assistant professor of public relations in the department of journalism at Central Michigan University. His research interests include health communication and mass media effects. His research has consistently focused on HIV stigma in media and strategic health communication approaches to reduce HIV stigma.
Stacey J. T. Hust
Stacey J. T. Hust (PhD UNC- Chapel Hill, 2005), an associate professor of communication at Washington State University, studies the role of entertainment media as a health educator, specifically attitudes and behaviors related to sexual health and sexual violence. Her research has been published in myriad journals including Journal of Sex Research, Mass Communication & Society, and Journal of Health Communication.
Peng Zhang
Peng Zhang (MA, University of Georgia, 2009) is currently advanced analytics manager at Arnold Worldwide Advertising Agency. His main research interests include advertising econometric modeling, marketing strategy, and customer behavior.