Role of Media in Shaping Perceptions of HIV and Affecting Engagement in HIV Care

Description

Media has had a significant influence on how individuals living with and at risk of Human Immunodeficiency Virus (HIV) care for their health. This research builds on previous research to explore the link between HIV related media messaging and HIV related health behaviours using a mixed methods approach. To investigate the access to and perceptions of HIV related media, a sample of 129 individuals took part in an online survey and 13 were assessed in follow up semi-structured interviews. People living with HIV, people at risk of HIV, and participants not in those groups differed on a number of HIV media access variables, including the amount of time spent interacting with HIV related media, how they accessed it, and its perceived effects on their HIV related attitudes and behaviours. Interviews explored these differences more, finding that while current HIV related media is less stigmatizing and more factual than the past, most current HIV related media is distributed via social media and is accessed by a relatively small group of HIV specialist viewers. The history of HIV related media continues to play an important role in determining perceptions of HIV related media. Implications of this study will inform strategies for the communication of HIV health messages.
Author Keywords: AIDS, HIV, Media and Health, Mixed Methodology, Social Determinants of Health, Social Media