에이즈 예방 커뮤니케이션 분석 연구 = 개혁확산이론과 문화적 감수성 접근을 중심으로

다국어 초록 (Multilingual Abstract)

This study analyzes current AIDS preventive communication using diffusion of innovation and cultural sensitivity approaches. College students are target population because they are at high risk for HIV infection. Results show that college students acquire AIDS information mainly via television and Internet. However, the majority of AIDS information they receive are infection routes and negatively biased aspects of AIDS, such as fear, disgusting, and death. They do not receive sufficient positive AIDS information, such as prevention, cure, and the ways to overcome AIDS stereotypes or stigma. Regarding interpersonal communication about AIDS, they have little intention to communicate with friends, romantic partners, and family members because of shame and negative perception about AIDS. Furthermore, it is found that current AIDS preventive communication needs to develop female gender-relevant contents and approaches. In conclusion, this study suggests new ways of diffusing AIDS preventive communication by integrating balanced information sharing, interpersonal communication, and cultural sensitivity approach.

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