Date of Award

2012

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. David Givens

Second Advisor

Dr. Carolyn Cunningham

Third Advisor

Dr. John Caputo

Abstract

For the last thirty years HIV/AIDS has affected the lives of many people in the United States. Since the first introduction of the disease to America, healthcare officials have implemented several methods in various disciplines to prevent new cases. The information in this thesis examines how public health campaigns have contributed to the prevention of HIV. The research method in this thesis assumes a critical discourse analysis (CDA) of three HIV/AIDS prevention campaigns and how these media educate men who have sex with men (MSM) about prevention. The CDA method is useful in identifying consistent emerging themes in the campaigns that successfully increase prevention. Examination of the words, inference, and context reveals language and inference in public health campaigns that are integral in capturing or losing the audience's attention. The findings in this research also reveal positive language in the campaigns was more successful in potential prevention than negative language. In addition to the analysis of the media, public opinion of the communications is evaluated to determine the effectiveness of each campaign.

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