Rice Ronald E, Wu Zunyou, Li Li, Detels Roger, Rotheram-Borus Mary Jane
Dept. of Communication, University of California, Santa Barbara.
National Center for AIDS/STD Control and Prevention, Chinese Center for Disease Control and Prevention, Beijing, China;
Hum Commun Res. 2012 Dec;38(4):379-405. doi: 10.1111/j.1468-2958.2012.01436.x.
Reducing STDs and HIV/AIDS incidence requires campaigns designed to change knowledge, attitudes and practices of risky sexual behavior and its consequences. In China, a significant obstacle to such changes is the stigma associated with these diseases. Thus one campaign intervention strategy is to train credible community popular opinion leaders to discuss these issues in everyday social venues. This study tested the effectiveness of such an approach on reducing HIV/AIDS stigma, across two years, from a sample of over 4500 market vendors, in three conditions. Results showed an increasing growth in market communication about intervention messages, and concomitant declines in stigmatizing attitudes, across time, with the greatest changes in community popular opinion leaders, significant changes in intervention non-opinion leaders, and little change in the control markets.
降低性传播感染和艾滋病毒/艾滋病的发病率需要开展旨在改变危险性行为及其后果的知识、态度和行为的宣传活动。在中国，实现这些改变的一个重大障碍是与这些疾病相关的污名化现象。因此，一种宣传干预策略是培训可信的社区舆论领袖，以便在日常社交场合讨论这些问题。本研究在三年时间里，对三种情况下的4500多名市场摊贩样本进行了测试，检验了这种方法在减少艾滋病毒/艾滋病污名化方面的有效性。结果显示，随着时间推移，关于干预信息的市场传播不断增加，污名化态度随之下降，社区舆论领袖的变化最大，干预非舆论领袖有显著变化，而对照市场变化不大。
