The Reasearch About Aids Issues On The Microblogging Under The Perspective Of Health Communication

Since the appearance of the first AIDS case in 1985, the rapid spread of AIDS epidemic turned to be a serious social issue. The traditional media, in face of the disease, has gone through three periods from ignorance, then scientific yet non-rational promotion to active response by facing up to the status quo and combining proper policies. In this course, the coverage was conducted under the frameworks in terms of prophylaxis and treatment, political and social perspectives. The issues this paper are going to discuss are as followed: which framework the media adopted in the construction of AIDS issue, which framework the public used to present their construction of AIDS issue and whether there is any irrational public opinions concerning the AIDS issue in the “marketplace of ideas”.Under the perspective of Health Communication and based on Agenda-Setting Theory and Framing theory, the paper, with @People's Daily(Sina Weibo)as the studying sample, was carried on from two aspects through the methods of document analysis and content analysis—content analysis of the original microblog of @People's Daily on WAD(World AIDS Day) during the last four years(2012-2015) and quantitative analysis of the original comments of the microblog. On the basis of paper reviewing, the six categories are summarized(namely, subjects of microblog, categories of microblog, property of the issue, the mode of language expression, the objects of the comments and public emotions on the microblog)to present the characteristics of public issue construction on the platform of the microblog.According to the research, there isn't, in the perspective of Health Communication, irrational public opinion concerning the AIDS issue in the “marketplace of ideas”. Meanwhile, the issue of @People's Daily on microblog is presented under a healthy framework; the public constructed issues in the comments include the discussion under a healthy framework and the demonstration of attitude frameworks. In terms of the category of microblog, the paper divided the comments into three types---original comments, replied comments and reposed comments. Although certain irrational expressions have been diluted in the replying process, the original comments still showed strong dissatisfaction, query or contempt. As the official representative of the mainstreamed media, @People's Daily are supposed to make effective use of the characteristics of the media, led by the public feedbacks, to strengthen the guidance of public opinions and the transfer of medical knowledge in terms of AIDS issue.