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Mapping the AIDS Week Health Campaign on Social Media in China: A Mixed-Method Study
Haocan Sun1,2, Rudong Zhang2, Xuan Li2
1School of Journalism and Communication, Beijing Normal University.
Health Communication
|December 13, 2024
Summary
Social media analysis during AIDS Weeks reveals themes of threat and efficacy, but a lack of actionable prevention information. Enhancing user engagement and collaboration can improve HIV/AIDS health campaigns and reduce stigma.
Area of Science:
- Public Health
- Social Media Analysis
- Health Communication
Background:
- Social media platforms are crucial for disseminating health information, especially during public health campaigns like AIDS Weeks.
- Understanding public discourse and engagement on social media is vital for effective HIV/AIDS prevention strategies.
Purpose of the Study:
- To explore HIV/AIDS information dissemination and risk factors on social media during AIDS Weeks.
- To inform policymakers and public health organizations on optimizing AIDS health campaigns.
Main Methods:
- Latent Dirichlet Allocation (LDA) topic modeling and sentiment analysis of 48,437 social media posts (2018-2021).
- Critical Discourse Analysis (CDA) to examine underlying social structures and power dynamics.
- Categorization of posts into six main themes: Response Methods, Specific Topics, Promotion, Virus Status, Specific Groups, and Positive Feedback.
Main Results:
- Identified 21 topics within six main themes, showing trends in threat and efficacy messaging during AIDS Week promotion in China.
- Lack of actionable prevention information may decrease behavioral intentions.
- Top-down implementation leads to efficiency but also formalism; themes vary annually, requiring localized strategies.
Conclusions:
- Social media discourse during AIDS Weeks reflects both perceived threats and campaign efficacy.
- Formalism and stigmatization of marginalized groups are influenced by cultural context and social structures.
- Recommendations include enhancing user engagement, fostering collaboration between public health bodies and social media companies, and providing practical prevention guidance.
