School of Public Health, University of California at Berkeley , San Francisco, CA , USA ; Innovative Support to Emergencies, Diseases, and Disasters (InSTEDD) , Sunnyvale, CA , USA.
Department of Psychiatry, University of California , San Francisco, CA , USA.
Front Public Health. 2013 Jul 22;1:21. doi: 10.3389/fpubh.2013.00021. eCollection 2013.
Although stigma is considered a major barrier to effective response to the HIV/AIDS epidemic, there is a lack of evidence on effective interventions. This media intervention took place among key HIV-vulnerable communities in Southern India. Two HIV stigma videos were created using techniques from traditional film production and new media digital storytelling. A series of 16 focus group discussions were held in 4 rural and 4 urban sites in South India, with specific groups for sex workers, men who have sex with men, young married women, and others. Focus groups with viewers of the traditional film (8 focus groups, 80 participants) and viewers of the new media production (8 focus groups, 69 participants) revealed the mechanisms through which storyline, characters, and esthetics influence viewers' attitudes and beliefs about stigma. A comparative pre-/post-survey showed that audiences of both videos significantly improved their stigma scores. We found that a simple illustrated video, produced on a limited budget by amateurs, and a feature film, produced with an ample budget by professionals, elicited similar responses from audiences and similar positive short-term outcomes on stigma.
虽然污名被认为是有效应对艾滋病流行的主要障碍，但缺乏有效的干预措施的证据。这项媒体干预措施在印度南部的一些关键艾滋病毒易受感染社区进行。使用传统电影制作和新媒体数字故事讲述技术制作了两个艾滋病毒污名化视频。在印度南部的 4 个农村和 4 个城市地点举行了一系列 16 次焦点小组讨论，讨论的具体群体包括性工作者、男男性接触者、年轻已婚妇女和其他人。观看传统电影的观众（8 个焦点小组，80 名参与者）和观看新媒体制作的观众（8 个焦点小组，69 名参与者）的焦点小组揭示了故事情节、角色和美学如何影响观众对污名的态度和信念的机制。一项比较性预/后调查显示，两个视频的观众的污名评分都显著提高。我们发现，一部简单的插图视频，由业余爱好者在有限的预算下制作，以及一部故事片，由专业人士在充足的预算下制作，都能引起观众的共鸣，并在短期内对污名产生类似的积极影响。
