Change search
ReferencesLink to record
Permanent link

Direct link
“The Silent killer.”: An Analysis about HIV/AIDS PublicService Announcements and the ways Anti-Stigma is Framed.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2011 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2011. , 112 p.
Abstracts of Uppsala dissertations from the Faculty of Social Sciences, ISSN 0346-6426
Keyword [en]
PSA, Media, HIV, South America, AIDS
National Category
Media and Communications
URN: urn:nbn:se:uu:diva-167681OAI: diva2:487675
Subject / course
Media and Communication Studies
Educational program
Master Programme in Social Sciences
Available from: 2012-02-08 Created: 2012-01-31 Last updated: 2012-02-08Bibliographically approved

Open Access in DiVA

The Silent Killer(884 kB)778 downloads
File information
File name FULLTEXT01.pdfFile size 884 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Velez, Eliana
By organisation
Media and Communication Studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 778 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 440 hits
ReferencesLink to record
Permanent link

Direct link