ERIC Number: ED277061
Record Type: RIE
Publication Date: 1986-May
A Communication Configuration of AIDS.
Hughey, Jim D.
A study focused on the way that image, knowledge, behavioral intent, and communicative responsiveness are configured for Acquired Immunodeficiency Syndrome (AIDS). The classic model of the adoption process expects that knowledge about a subject will lead to a favorable evaluation of it, which in turn will lead to a decision to act. But the decision to help a sick person with a mysterious disease is difficult. Fifty-three students enrolled in two sections of a basic speech communication course responded to a survey measuring image, knowledge, and behavioral intent about three diseases: AIDS, Toxic Shock Syndrome, and Legionnaire's Disease. Results suggest that the communication configuration of AIDS is different from the configuration of other diseases in the respect that as knowledge about AIDS increases, the stigma of AIDS increases. If this is so, then the task of moderating hysteria and panic through an educational campaign will fail. Under these circumstances, it might be appropriate to aim at getting individuals involved in help projects prior to educational efforts, so that through the act of helping, selective attention and perception may work to promote a more favorable image of and a tolerance for the facts about AIDS. (Tables and figures are appended.) (SRT)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (36th, Chicago, IL, May 22-26, 1986).