Framing HIV/AIDS-related stigma in Chinese healthcare communication: a corpus-based analysis of formulaic expressions in online medical blogs

The emergence of HIV-related stigma is a complex social process, influenced by both structural and interpersonal factors (Link & Phelan, 2001). The experiences of stigma among people living with HIV/AIDS (PLWHA) vary significantly based on sociocultural contexts, which shape and manifest in linguistic representations. These variations influence how stigma is perceived and expressed, ultimately impacting public discourse and individual experiences (Dutta, 2015; Earnshaw & Kalichman, 2013). Within Sinophone regions, the evolution of HIV/AIDS terminology serves as a compelling illustration of how language can reflect, reinforce, or challenge societal stigma. Historically, terms such as 爱之病 (àizhībìng, ‘love disease’), 爱滋病 (àizībìng, ‘disease transmitted by love’), and 爱死病 (àisǐbìng, ‘deadly love disease’) were used, embedding stigma by associating the disease with moral judgments regarding sexual behavior and explicitly linking it with sexual promiscuity. Consequently, the neutral term 艾滋病 (āizībìng) was adopted, incorporating phonetic elements from the English acronym “AIDS” (艾滋, āizī) and mitigating its adverse connotations (Cai, 2014). This study undertakes a corpus-based analysis to investigate the contemporary representation of HIV/AIDS within Chinese medical discourse (Brooks et al., 2022). Specifically, it examines whether the language used in online medical blogs perpetuates stigma or contributes to a more neutral portrayal. Methodologically, the study seeks to construct ad hoc subcorpora, with data sourced from prominent medical platforms such as 春雨医生 (Chunyu Doctor), 微医 (Weiyi), and 好大夫在线 (Haodaifu Online). Using the Sketch Engine tool, both quantitative and qualitative methods are applied to assess the frequency, context, and connotations of HIV/AIDS-related collocational patterns of HIV/AIDS-related terms (Hsu & Shu, 2018), thus contributing to a deeper understanding of how phraseology shapes public perceptions of HIV/AIDS and offering insights that can inform the development of stigma-free language in healthcare communication.