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#Retweet this: HIV stigma in the twitterverse

#Retweet this: HIV stigma in the twitterverse. Miriam Y. Vega, PhD Latino Commission on AIDS & SPSSI UN NGO Abstract: TUAD0301. Reaching a World Without AIDS: What About Stigma?. Numerous biomedical advances the last few years.

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#Retweet this: HIV stigma in the twitterverse

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  1. #Retweet this: HIV stigma in the twitterverse Miriam Y. Vega, PhD Latino Commission on AIDS & SPSSI UN NGO Abstract: TUAD0301

  2. Reaching a World Without AIDS: What About Stigma? • Numerous biomedical advances the last few years. • Past UNAIDS Executive Director Peter Piot noted: “tackling stigma & discrimination is 1 of 5 key imperatives for success”. • HIV stigma continues to be part of the discourse at the individual, structural and governing body levels. • Three questions to consider going forward: • Where are we with HIV/AIDS stigma? • How to measure real-time societal or global stigma? • Can we use social media as a tool to mitigate stigma?

  3. Twitter: Window onto the World? • A microblog of 140 allowable characters with over 215 million active users &over 500 million tweets a day. • Past research has shown Twitter to be an accurate predictor of public sentimentfor a variety of topics ranging from public health to politics to brand-awareness • Hashtag Activism

  4. Twitter study: sentiment analysis

  5. Twitter Study: Method • Collected English-language tweets using the public Twitter Streaming API by tracking keywords “AIDS” and “HIV”. • A 23-day period that encompassed before, during and after International AIDS Conference 2012 in Washington, DC. • 282,244 tweets from public stream • # of words, # of retweets (information about the tweet) • # of followers, # of people tweeter follows (the person) • Tweets were analyzed for polarity (positive, negative, neutral) using SENTIWORDNET Database. • Classified seven stigma-related emotions • disgust, surprise, anger, shame, pride, happiness, amusement, sadness – includes emoticons and common twitter acronyms (i.e. LOL). • based on machine-learning algorithms of psychometrically-validated text samples.  

  6. results

  7. State of Emotions • Overall polarity of messages was neutral, indicating information dissemination. • 20% of tweets had an emotion. • 2% more than one emotion. • The top three expressed emotions were: disgust, amusement (contempt), and anger. • Three emotions associated with stigmatization. • Very low numbers of tweets expressed internally-directed (shame, pride) emotions. • Amusement and negative polarity were positively correlated (r =.145, p=000).

  8. Discrete Emotions by Time

  9. Tweets by Time Before IAC • I don't know why, but I thought Magic Mike was about a basketball player that caught Aids. Boy was I wrong... During • “congrats on LIFEBEAT their work for folks with aids should be praised..ur dedication to this cause is wonderful tnxu” • Bitch said We had a 4some All them dirty n***rsdeserve AIDS man hahahaha • Antiretroviral treatment not only helps HIV patients live longer, it also keeps them employed, says study http://t.co/q ... • AIDS used as reason to legalize prostitutes: http://t.co/0Sl39g73u201d at first I thought this was a tweet from @TheOnion #WTF • Fuck! Raleigh is number 3 in the HIV/AIDS chart......I need a girlfriend. Post • 90 people get swine flu and everyone wants to wear a mask. Millions of people have AIDS and HIV yet no one wants to wear a condom...

  10. Predicting Emotional Expression around HIV/AIDS

  11. Hierarchal Relationship of Space on Emotions Tweeted Emotion Expressed Amusement/Surprise Disgust/Anger Fear/Shame Virtual Communication Space Word Count Influential Space Followers & Friends Chronological Space Time around IAC

  12. * * * * * * * * * * * *

  13. Virtual Communication Space Word Count 0.127 * Chronological Space Time around IAC Stigma Score 0.019* Influential Space “Klout Score” (Followers:Friends) -.025 * * P <.001

  14. Predicting re-tweeting oF HIV/AIDS related Tweets

  15. Retweet This! 34% of HIV-related messages were retweeted (indicating interest) • of which 11% were retweeted more than 50 times

  16. Hierarchal Relationship of Space on Number of Retweets Virtual Communication Space Word Count Chronological Space Time around IAC Emotional Space Stigma Score Influential Space Followers & Friends Retweet!

  17. Virtual Communication Space Word Count 0.185* Emotional Space Stigma Score Retweets -0.063 * 0.047 * Chronological Space Time around IAC .144 * Influential Space “Klout Score” (Followers:Friends) * P <.001

  18. Summary: HIV Stigma in Social Media • Disgust is top expressed emotion. • Anger rises at height of information dissemination. • The expression of anger vs. amusement occurs in different spheres of influence. • The more KLOUT you have, the less stigmatizing the tweet and the more likely to be retweeted. • Twitter may heighten the tendency to view oneself as a social object in need of self presentation. • While in theory twitter allows one a cathartic experience it is a cathartic experience with a mirror • Information dissemination social media campaigns need to include context, and contingency plans.

  19. #ThankYou • Collaborators • Aaron Dabbah, MPA, America Online • Emily Klukas, MPH, Latino Commission on AIDS • Contact me at • mvega@latinoaids.org

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