The Role of Social Media and the Effectiveness of Communication in HIV and AIDS Prevention

Master's Thesis , 2022 , 38 Pages

Communications - Mass Media

This study aims to explore the predictive role of social media use on public preventive behaviours and how the disease knowledge and eHealth literacy moderates the relationship between social media use and preventive behaviours on HIV/ AIDS in Malaysia contexts. Specifically, it appraises the effect of social media tools via the mass media on the HIV and AIDS in Malaysia. The secondary goal is assessing the perceived advantages and limitations of utilizing social networking for HIV and AIDS communication. To think about how to use social networking for health-related communication, and more particularly HIV/AIDS communication, advertising practitioners have to note which factors contribute to which elements and effective communication hinder communication.

The first cases of HIV in Malaysia were reported in 1986, and there was a sharp increase in 10 cases by 1990. After scientists introduced three combinations of Antiretroviral (ART) treatments in 1995, there was a decrease in the HIV cases. In 2018, the rate of new HIV cases in Malaysia was 10 cases per 100,000 population. Of these cases, a total of 47 patients involved individuals under the age of 18. No treatment can eliminate the virus as a whole, but HIV can be prevented or given early treatment before the onset of AIDS. So, early detection and safety precaution to avoid being infected by the disease is essential. Social media has essentially changed how people communicate and share information, and health communication has indeed been immune to this information revolution. With the advent of Facebook, people, without having to meet, can interact with each other. Nowadays, many new media facilities such as the internet, smartphones, and others have given society a new dimension in understanding HIV / AIDS and its actions. There is very little research on public awareness of HIV / AIDS and the role played by social media in dealing with this disease.

Inhaltsverzeichnis (Table of Contents)

• ABSTRACT
• CHAPTER 1: INTRODUCTION
• 1.0 Background
• 1.1 Research Objective
• 1.2 Research Questions 1
• 1.3 Research Questions 2
• 1.4 Research Questions 3
• 1.5 Research Scope and Significance
• CHAPTER 2: LITERATURE REVIEW
• 2.0 Definition of Social Media and Subject Matter Focus
• 2.1 Subject Matter Focus: HIV and AIDS
• 2.2 Theories and Model Framework
• 2.3 Health Literacy and Preventive Behaviours
• 2.4 Definition of Communication Design Framework
• 2.5 Hypotheses
• CHAPTER 3: RESEARCH METHODOLOGY
• 3.0 Research Methods and Research Design
• 3.1 Demographic Information
• 3.2 Methods
• 3.3 Hypothesis
• 3.4 Statistical Analysis
• 3.5 Data Collection
• 3.6 Measurements of Studies
• CHAPTER 4: FINDINGS
• CHAPTER 5: DISCUSSION AND CONCLUSION

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research report investigates the influence of social media use on public preventive behaviors regarding HIV/AIDS in Malaysia. The study aims to explore the predictive relationship between social media use and preventive behaviors, and how disease knowledge and eHealth literacy moderate this relationship.

• The role of social media in HIV/AIDS prevention
• The impact of social media use on public preventive behaviors
• The moderating effects of disease knowledge and eHealth literacy
• The development and application of a communication design framework for HIV/AIDS prevention
• The implications of the study's findings for public health campaigns and interventions

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 introduces the background of the study, highlighting the importance of understanding the role of social media in HIV/AIDS prevention and the need for research in this area. It outlines the research objective, research questions, and scope of the study. Chapter 2 provides a comprehensive review of the relevant literature, covering definitions of social media and HIV/AIDS, relevant theories and models, health literacy, communication design frameworks, and hypotheses. Chapter 3 details the research methodology, including the research methods, design, sampling strategy, data collection procedures, and statistical analysis techniques. Chapter 4 presents the findings of the study, while Chapter 5 discusses the implications of the results and offers concluding remarks.

Schlüsselwörter (Keywords)

The key focus areas of this research report include social media, HIV/AIDS, communication design framework, preventive behaviours, eHealth literacy, disease knowledge, public awareness, and online cross-sectional survey. This study seeks to explore the relationship between these key concepts in the context of HIV/AIDS prevention in Malaysia.

• College: Universiti Sains Malaysia (Mass Communication)
• Course: Communication
• Author: Razlan Rauf (Author)
• Publication Year: 2022
• Pages: 38
• Catalog Number: V1371216
• ISBN (PDF): 9783346905420
• ISBN (Book): 9783346905437
• Language: English
• Tags: role, social, media, effectiveness, communication, aids, prevention