THE IMPACT OF PRESS COVERAGE ON SOCIAL BELIEFS - THE CASE OF HIV TRANSMISSION

This study reviewed the impact of newspaper and news magazine coverage of AIDS from 1987 through 1991 on public beliefs concerning the likel ihood of HIV transmission via toilets, sneezing, and insects. Fan's id eodynamic model was applied to an analysis of coverage in The New York Times, Washington Post, Los Angeles Times, Chicago Tribune, Time maga zine, Newsweek, US News and World Report, and the United Press Interna tional newswire. The trend line formed was then compared to public opi nion polls concerning each of the HIV transmission routes. A significa nt relationship was found and when Granger causality tests were applie d, prediction was unidirectional-from news content to public opinion a nd not from opinion to content. Implications for theories of media eff ect were noted.