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THE CONTENT ANALYSIS OF A COVERAGE OF HIV IN LATVIAN NEWSPAPERS BASED ON A FRAMING THEORY
Abstract
The second year in a row Latvia takes the leading position among the European Union countries in a rate of newly diagnosed HIV cases per 100 000 inhabitants. Especially, last years the number of newly diagnosed cases through heterosexual transmission is growing while the number of infection cases through homosexual and intravenous drug usage transmission is decreasing. Previous study shows that there is a possibility that heterosexual people formed a false understanding about HIV if they are faced with a communication messages obtained from printed media about groups of people that has traditionally been considered as a high risk groups, so heterosexuals do not apply this information to themselves and consider that they are not at risk of HIV. As the media play an important role in the social construction and education of society about HIV/AIDS problem at the national level it must be investigated how HIV/AIDS-related problems were covered in printed media. Applying framing theory this study aims at examining HIV/AIDS-related articles in Latvian national newspapers. Specifically, this analysis focuses on such categories as severity of HIV/AIDS in Latvia, beliefs about who is at risk, causes and solutions. Articles were analysed using both methods of content analysis – quantitative and qualitative, but as primary the quantitative method was used. The findings of the study demonstrate the manner in which Latvian newspapers make sense of the HIV/AIDS problem and who is at risk. Also, based on findings of the study authors developed proposals that will allow governmental and non-governmental health care organizations which are engaged in the limitation of the spread of HIV to improve the content of communication messages when newspaper as a communication channel is used.
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