Mapping the Aids Week Health Campaign on Social Media in China

A Mixed-Method Study

Dados Bibliográficos

ID21616672
AutoresHaocan Sun (0000-0002-7030-1197, Beijing Normal University), Rudong Zhang (0000-0002-4267-3882, Tsinghua University), Xuan Li (0000-0003-0366-872X, Tsinghua University), Kun Tang (0000-0001-7382-9344, Tsinghua University, autor correspondente)
Ano2025
Volume40
Fascículo10
Páginas2071-2087
Data de publicação2025-08-24
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoHealth Communication (JOURNAL)
Identificadores do periódicoISSN: 1041-0236 • E-ISSN: 1532-7027
EditoraInforma UK Limited (PUBLISHER • GB)
DOI10.1080/10410236.2024.2440538
PMID39668806
OpenAlexW4405377690
IdiomaEN
Citações recebidas1
Referências citadas84

This study aimed to explore the dissemination of HIV/AIDS-related information and risk factors on social media during AIDS Weeks, helping policymakers and public health organizations understand how the public utilizes social media to formulate strategies for AIDS health campaigns better. This study used Latent Dirichlet Allocation (LDA) topic modeling and sentiment analysis to investigate the distribution of themes and people's reactions during AIDS Weeks. Additionally, Critical Discourse Analysis (CDA) was employed to further examine the social structures, cultural contexts, and power dynamics underlying the discourse. From 2018 to 2021, 48437 posts were analyzed, revealing 21 topics coded and categorized into six main themes: Response Methods, Specific Topics, Promotion, Virus Status, Specific Groups, and Positive Feedback. Critical discourse analysis uncovered a parallel trend of demonstrating both threat and efficacy in AIDS Week promotion in China. However, the lack of actionable prevention information may reduce behavioral intentions. The top-down implementation approach ensures efficient execution at all levels but also results in formalism during AIDS Week. Text themes vary annually based on slogans and social contexts, requiring localization for effective implementation and overcoming cultural barriers detrimental to health promotion. Cultural context and social structures contribute to issues such as formalism and stigmatization of marginalized groups. We suggest enhancing user engagement and interaction through social platforms during AIDS Week activities. Collaboration between public health organizations and social media companies can further increase public awareness of the disease, mitigate societal biases, and provide accurate and practical prevention guidance

China · Health communication · Health promotion · Latent Dirichlet allocation · Political science · Public health · Public relations · Social media · Topic model · Computer Science · Media Studies and Communication · Medicine · Nursing · Psychology · Social Media and Politics · Social Media in Health Education