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MASS MEDIA AND AIDS PREVENTION AMONG CHINESE COLLEGE STUDENTS

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abstract
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.
subject
China
Cultivation
HIV/AIDS
Risk perception
contributor
Yan, Juanjuan (author)
Giles, Steven M (committee chair)
Priem, Jennifer (committee member)
Stone, Eric (committee member)
date
2013-06-06T21:19:38Z (accessioned)
2013 (issued)
degree
Communication (discipline)
10000-01-01 (liftdate)
embargo
forever (terms)
identifier
http://hdl.handle.net/10339/38572 (uri)
language
en (iso)
publisher
Wake Forest University
title
MASS MEDIA AND AIDS PREVENTION AMONG CHINESE COLLEGE STUDENTS
type
Thesis

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