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Döring, N., Walter, R., & Knutzen, K. (2019). Mediendarstellungen der HIV-PrEP: Inhaltsanalytische Befunde zu Presse, Web und Sozialen Medien. [Media Representations of the HIV-PrEP: Content-Analytical Findings on Press, Web and Social Media] Zeitschrift für Sexualforschung, 32(04), 207–218. https://doi.org/10.1055/a-1027-2806
Introduction: Oral HIV pre-exposure prophylaxis (short: HIV-PrEP, PrEP) is a relatively new method of HIV prevention. It is a drug with which HIV-negative persons can protect themselves against HIV transmission, for example during condomless sex with an HIV-positive person. The development and introduction of the PrEP has been and continues to be accompanied by controversial professional and media debates. Previous studies have pointed to a predominantly negative framing of the PrEP in Anglo-American media reports.
Objectives: Against the background of framing theory it was the aim of this study to work out how the HIV-PrEP is presented in German-language media contributions in the press, on the web and in Social Media. This involved the overall evaluation of the PrEP (generic PrEP framing), arguments in favor of and against PrEP (topic-specific PrEP sub-frames) as well as the PrEP target groups addressed.
Methods: Using manual quantitative media content analysis, a sample of N = 150 press articles and N = 150 websites featuring the PrEP were examined with a codebook tested for reliability. In addition, PrEP-related content on YouTube, Facebook and Twitter was qualitatively explored. The study follows the Open Science approach: it was pre-registered and all instruments, datasets and statistical analysis scripts are available on the server of the Open Science Foundation (https://osf.io/as6bx/).
Results: It was found that the PrEP appears in a more positive frame of meaning in German-language media than in Anglo-American media. Compared to the press articles, the PrEP was presented more positively on the examined websites. A stigmatization of PrEP users as irresponsible took place twice as often in the press as on the web. In both press and on the web, the most often mentioned PrEP target group were men who have sex with men. German-language PrEP information in Social Media is sometimes extremely rare (e. g. on YouTube).
Conclusion: In order to advance the PrEP education of the general population, a more intensive and differentiated representation of the PrEP in old and new media is desirable.
content analysis - HIV - mass media - pre-exposure prophylaxis (PrEP) - social media
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