后SARS时代中国大陆艾滋病议题的媒体呈现：框架理论的观点

以建构主义范式的“框架分析”为理论基础，本文通过建构一个多维的框架分析理论结构，检视后SARS时代中国大陆主流传媒对以艾滋病为代表的公共健康议题的可能呈现，再现模式。该多维的框架分析理论结构包括“概念系统”、“议题／内容定位”、“文本结构”三个分析层次，适用于探索社会公共议题的媒介框架。通过对四家主流报纸386篇艾滋病议题报道的内容分析，发现事件框架、防治框架和政治框架、片段框架分别在前述三个层次是媒体架构艾滋病议题的主要模式。较之于“党的新闻事业”，专业主义媒体更倾向于以价值框架、社会框架和主题框架呈现艾滋病议题。在“医学社会性”基础上，公共健康还涉及社会公正和机会平等，这是本研究要揭示和讨论的重要意涵。本研究还就不同新闻范式下媒体艾滋病议题框架差异呈现的政治经济逻辑予以了初步解释。

Mainstream Media's Representation of AIDS Issues in the Post-SARS Era n Mainland China:A Framing-Analysis Perspective

Taking a constructivist approach, this paper develops a multi-dimensional framing analysis on Chinese media representation of AIDS, a typical public health issue, in mainland China in the post-SARS era. The analytical perspective comprises three framing levels, namely, conceptual system, issue/content orientation, and text structure. Based on 386 AIDS stories in four mainstream newspapers, the present research found the patterns of AIDS representation in mass media are featured by general-issues frame, treatment and political frames, and episodic frames. Compared with the party organs, professional media were more likely to represent AIDS issues in value, social, and thematic frames. Given the social nature of medicine, public health should be related to social justice and equality. This is the main point addressed in the present study.