| The theory of risk communication holds that people will assess risk when faced with risk information,influencing their behavior in dealing with risk.As an important channel for information dissemination and interpersonal communication,media has an important role in risk communication,attracting more and more attention,and its importance is increasingly recognized.Risk communication was first applied in the field of sociological research,and then gradually penetrated into psychology and journalism and communication,gradually forming the trend of interdisciplinary research.As a long-term threat to human health,AIDS is characterized by a high mortality rate,contagiousness and incurability.University students have a high incidence of HIV infection,and it is of great reference value for China’s HIV prevention and treatment work to investigate the effect of HIV prevention and treatment messages among university students.This study is based on risk communication theory and introduces the Extended Parallel Process Model as the framework for the study.The extended parallel process model can explain the internal processing mechanism and behavioral responses of the audience to risk messages,and can present the communication effect of HIV prevention and treatment messages well.With the emergence of new media,university students are gradually getting used to and relying on new media for information acquisition and interpersonal communication,and HIV prevention and treatment work is also gradually using new media as a tool to disseminate HIV prevention and treatment information.At present,there are not many audience researches on HIV/AIDS prevention and treatment in China,and few scholars have applied the risk communication and the Extended Parallel Process Model to conduct audience researches.The study was conducted using a combination of quantitative and qualitative research methods,using questionnaires and in-depth interviews to investigate the influences of new media exposure on the psychological processing and behavioral reaction process of college students when faced with HIV/AIDS prevention and treatment information.The independent variable is the exposure on new media about AIDS prevention and treatment,including the kinds of new media,the frequency,and interpersonal interactions via new media.The dependent variable is the psychological processing and behavioral reaction process after receiving AIDS prevention and treatment information,including perceived threat,perceived efficacy,fear,risk control behavioral reaction and fear control behavioral reaction.The following conclusions were drawn from the analysis:(1)The main way that university students are exposed to HIV prevention and treatment information in the new media environment is social media,and interpersonal interactions on new media are not active.(2)New media exposure to HIV prevention and treatment information will lead to an assessment process of perceived threat and perceived efficacy,with lower levels of perceived threat and higher levels of perceived efficacy.(3)The college students follow a risk control behavioral response process after receiving HIV prevention and treatment information in the new media environment,and has a higher motivation and initiative to take prevention and treatment measures.(4)After being exposed to AIDS prevention and treatment information,college students’ fear of AIDS did not change much,and the role of fear in the psychological processing process was not obvious.The results of the study showed that after being exposed to AIDS prevention and treatment information in the new media environment,college students were able to have a profound and comprehensive knowledge of the importance of AIDS to human health,and had a positive evaluation of the AIDS prevention and treatment measures in the information,and had a stronger belief in taking active measures to prevent and treat AIDS.In addition,the study suggests that future information dissemination on HIV and AIDS can be better adapted to the characteristics of new media.In addition,this paper also suggests that future HIV prevention and treatment information dissemination can be better adapted to the characteristics of new media,using more lively language,planning more innovative activities and opening up for discussion and exchange,in order to further improve the communication effect. |
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