The study aims to examine how news framing and audience ’s inherent differences (including gender, perceptions and attitudes) affect their attitudes towards people living with HIV/AIDS (PLWHAs). A 4 (news framing of transmission routes) X 2 (gender) X 2 (places of residence) factorial design was used. A total of 960 young adults from Taipei and Kaohsiung, respectively, participated in the experiment. Data collected were primarily analyzed using multivariate covariate analysis (MANCOVA). The results show that participants tended to express positive attitudes toward PLWHAs ’ rights for education, work and living, interaction with and help PLWHAs. Participants were, however, more reserved in supporting PLWHAs ’ rights for marriage and birth-giving. Those who expressed more positive views about homosexuality indicated stronger intention to interact with or help PLWHAs and more positive attitudes towards PLWHAs ’ rights for education, work and living. They also tended to support PLWHAs ’ rights for marriage and birth-giving more. Those who were assigned to "man-to-man-sex" news condition expressed the least negative attitude toward PLWHAs ’ rights for marriage and birth-giving. Men were more likely than women to show positive attitudes towards PLWHAs ’ rights for education, work and living and to interact with PLWHAs. Taipei participants, in comparison to their Kaohsiung counterparts, expressed stronger likelihood to support PLWHAs ’ rights for marriage and birth-giving as well as for education, work and living.
中文關鍵詞
烙印化，健康傳播，愛滋病，新聞，實驗法
英文關鍵詞
AIDS, experiment, health communication, news, stigmatization