HIV, sex, life, and death : a cluster analysis of the "HIV Stops With Me" campaign

• Main Author: Vittone, Tracy J.
• Other Authors: Buckrop, Jacquelyn J.
• Format: Others
• Published: 2011
• Subjects: HIV (Viruses) > Prevention > Public relations > United States.; HIV-positive persons > Health and hygiene > United States.
• Online Access: http://cardinalscholar.bsu.edu/handle/handle/187861; http://liblink.bsu.edu/uhtbin/catkey/1285585

Chapter One introduces the "HIV Stops With Me" campaign, research by communication scholars on how HIV/AIDS messages are channeled, cultural influences, and the target audience of these messages in order to answer: What is the "HIV Stops With Me" campaign saying about individuals infected with HIV?Chapter Two describes the cluster analysis developed by Kenneth Burke. The steps in cluster analysis are: 1) identifying the key terms in the rhetoric, 2) charting the terms that cluster around the key terms, 3) discovering emergent patterns in the clusters, and 4) naming the motive, or situation, based on the meanings of the key terms.Chapter Three is a cluster analysis of the 2002 San Francisco "HIV Stops With Me" campaign. Key terms found in this analysis are "HIV," "sex," "life/living," and "death/dying."Chapter Four contains conclusions pertaining to the analysis of the rhetorical artifact, conclusions for cluster analysis, and future implications for academic scholarship. === Department of Communication Studies