James T. Walkup, PhD, Rutgers University, Institute for Health, Health Care Policy, and Aging Research, 30 College Avenue, New Brunswick, NJ 08901, 212/724-8362, jaywalks@aol.com and Evelyn Mejewski, BA, Rutgers University, School of Communication, Information and Library, 30 College Avenue, New Brunswick, NJ 08901.

Background: Public policy making regarding HIV has proved a dynamic process, with changes reflecting developments in epidemiology, treatment technology, and political/cultural attitudes. “Media framing” influences public discourse and policy-making, particularly when coverage of high visibility events focuses the attention of multiple constituencies on contested issues. Relying on a rarely-used legal provision, authorities identified Nushawn Williams as someone accused of having had unprotected sex with multiple partners while he knew he was HIV positive.

Methods: Print news and editorial coverage of the Nushawn Williams case were monitored for 3 years, 1997-2001, yielding 254 separate news pieces. These were supplemented by reviewing network news coverage and national talk show appearances. Drawing on the resulting archive, quantitative trends and content-based findings are presented.

Results: Media coverage varied substantially in type, depth, and emphasis, reflecting multi-level, complex influences. Use of quantitative data was less common than narrative, and implicitly issue-focused, treatment. Widespread attention was given to the mini-narrative ‘trading drugs for sex’ as a behavioral disease vector. Traditional public health issues of individual rights vs. social control were highlighted. Issue stakeholders contested whether to interpret events as a vindication of existing policies or a demonstration of their inadequacy. Coverage was given to divisions between HIV advocacy groups and antagonists, as well as to internal divisions between traditionally allied HIV advocacy groups.

Conclusions: Media framing is often not sufficiently monolithic to translate directly into policy outcomes. Media frames can highlight issues, mobilize constituencies, influence agenda priorities, and reconfigure alliances.

Learning Objectives:

• The learner will (a) see patterns of media coverage of a high-visibility incident that figured in public discussion of HIV; and (b) consider evidence that the point of view expressed in the media had on that discussion.

Keywords: HIV Risk Behavior, Policy/Policy Development

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.