Preventing without stigmatizing: The complex stakes of information on AIDS

ObjectiveTo evaluate the impact that the marking of the argumentative orientation and the temporal framing of the HIV incidence can have on the intent to adopt preventive behavior and the attitude towards the fight against AIDS.MethodsWe elaborated a text presented as an epidemiological information message about HIV/AIDS in which we varied the marking of the argumentative orientation (high marking versus low marking) and the framing of the HIV infection (yearly estimates versus daily estimates). Subjects were asked to read it carefully and to answer some questions about their preventive intentions and opinions as regards the fight against AIDS.ResultsThe high marking of the argumentative orientation and the daily estimates increase the subject's preventive intentions but also reinforce their support for a coercive management of the epidemiological situation.ConclusionThese results are discussed within the framework of critical studies on mass media and studies discussing the links between experienced stigmata, stress and psychological distress. Some limitations of our study are also considered.Practice implicationsThis study could be useful for the designers of prevention campaigns aimed at the general public.