MASS MEDIA AND AIDS PREVENTION AMONG CHINESE COLLEGE STUDENTS

The aim of my thesis was to apply the Cultivation Theory to examine mass media's effects on Chinese college students' knowledge and attitudes toward HIV/AIDS. The study also sought to determine whether the Risk Perception Attitude (RPA) framework could be expanded to a new demographic, the Chinese college students. An online survey (N = 162) was distributed to college students in China. Based on responses of the participants, the Cultivation theory was partially proved. Mass media exposure did not influence college students' perceptions regarding HIV/AIDS, F (1, 144) = 3.69, p = .06; but mass media exposure had significant effects on college students' attitudes regarding HIV/AIDS, F (1,148) = 7.01, p < .01. Based on responses about perceived risk and efficacy beliefs, Chinese college students could not be classified into four attitudinal groups proposed by the RPA framework. Most participants (75.5 percent) possessed very low perceived risk and believed that they were not susceptible to HIV/AIDS. One of the reasons regarding the low perceived risk may relate to cultural norms in China. Therefore, the RPA framework may need to incorporate cultural variables in Asian cultures such as China to serve as a theoretical audience segmentation technique which further enhances efficiency of health campaigns.

Grantor dc:publisher

Wake Forest University

Year dc:date.issued

2013

Author dc:creator

• Yan, Juanjuan

• China

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/10339/38572

OAI identifier oai:identifier

oai:wakespace.lib.wfu.edu:10339/38572