Research On The Communication Of AIDS Issues In Youku’s Hot Videos

Among different health topics,AIDS is not only a major infectious disease,but also an extremely seriously and complexly social and political issue for people,therefore it has always been highly valued by all circles of society.Mass media is an important approach for the public to obtain health information,and its spread of AIDS issues will affect the public’s awareness and attitude towards AIDS.With the development of new media,network video has become one of the most important ways for the public to obtain information.What are the transmission characteristics of AIDS issues in audio-visual media? How to present and so on has become an important direction in the study of AIDS health transmission.This paper takes Youku’s hot videos related to AIDS as the research object.This study systematically analyzed Youku’s transmission characteristics about AIDS,media framework and the image of HIV/AIDS patients by using literature analysis,content analysis and text analysis.Finally,this study found out the problems existing in the current transmission of China’s online video on AIDS issues.The research finds that the AIDS issue in online video shows three major characteristics: the main sources of video are from traditional media and the public,while professional medical communicators do not play a major role in this process;informationbased video types are taking most places,while in-depth discussion-based video is in small number;and the videos tend to focus on cultural propaganda,character cases and controversial conflict events,which have strong closeness.Fragmented framework,social framework and medical framework are mainly involved in the using of spread framework.In addition,humanistic framework,a new framework,has a good effect on appealing people to care for AIDS groups equally.The research also found that online video mainly presents people with HIV/AIDS as negative images such as “the victims of longing for love” and “destroyer of legal ethics”.However,there are few imagines as optimistic and strong people.The researchers also summarized the problems in the transmission of online video related to AIDS,which includes the lack of spread effects and scale on the spread of professional medical content;the lack of in-depth analysis and discussion of AIDS issues;and the phenomenon of titled party and labeling,etc on the base of the above analysis of the issue of online video AIDS.It is hoped that this thesis can provide a reference to let online video play a better role in speeding health know ledges.