Medical-sociological research of three groups of respondents from Volgograd and Volgograd Region (HIV-negative, people living with HIV / AIDS and doctors of various specialties) was conducted with the help of anonymous interview. It demonstrated negative attitudes of people living with HIV / AIDS to the environment (sometimes to close relatives) It was confirmed by the intention to hide their status. At the same time 20% of medical workers demonstrated negative attitudes towards infected through fear and disgust, complete non-acceptance, desire to stop contacts. Perception of this trend was characterized by diseased people as unkind attitude, neglect, irritation and rudeness which could put into the basis of believes and stereotypes. HIV negative people demonstrated more tolerant attitudes, however, not in all cases. Another trend was notices in the research of pupils of 8-11 forms, their parents and teachers of 1-5 forms (Popova, 2005) which demonstrated negative attitudes both to the disease and infected people in all studied groups. The reason was low level of awareness about the issue (Appendix 1, tables 1.1.-1.5. and Figures 1.1.-1.2.).

Probably it is connected with the fact that the study was conducted more than 10 years ago. More recent research (Emelyanova & Drobysheva, 2012) still demonstrated the existence of unawareness, however it was insignificant in all studied groups (pupils of schools in the age of 13-15, students of colleges in the age of 17-20, students of high schools in the age of 21-30 and adults above 31). It was found that various factors are involved in the construction of social ideas about HIV and AIDS (Appendix 1, Table 1.6.). Significant was such factor, as the nature of educational institution for a group of teenagers. Thus, students of colleges find a closer distance in relation to infected and sick people than schoolchildren of their age. The age factor manifested itself when comparing students with adolescents, as well as younger age groups with the older group of respondents, and expressed itself in the difference in the nuclear elements of social representation. Among the factors important place is occupied by such macrosocial factors as printed and electronic media. In particular, some youth websites on the Internet are of great interest for students of colleges for the creativity of people who use drugs. This was reflected in a significant reduction in the psychological distance between young people and the group of `drug addicts'. In addition, the decrease in the number of publications on the problem studied in recent years in print media gives rise to doubt about the adequacy of the level and volume of explanatory work that is required to improve the epidemiological situation.

The study (N.S.Semeno, 2014) of 700 residents of Kirov and Kirov Region in the age of 14-55 demonstrated (Appendix 1, Table 1.7.) that the knowledge didn't depend on the age. However the highest percent of unawareness was demonstrated in the age group of 14-18 whose main source of information was Internet. In the previous study such group was adolescences of schools the same as in another research (Barabokhina, Barabokhina & Fionik, 2016). Analysis of basic gaps in knowledge (ways of transmission, ways of prevention, possibilities of therapy and rights of HIV-infected) demonstrated negative attitudes both to the disease and infected people. From the latter research (Appendix 1, Figure 1.3.-1.15) it was found out that there are many sources of information from outside, and adolescents and young people acquire it by self-education through the Internet, lectures and TV.

This paragraph demonstrated the following short results:

- There are at least two barriers for HIV testing: convince that the person will not be diseased and the fear to get positive result. It may be character both for youth and for other age groups.

- Russian youth's basis for these barriers are believes stereotypes and attitudes which form the knowledge about HIV/AIDS issue.

- Mentioned basis for subjective barriers is formed through different social influences, including the impact of media (for the youth the main media sources are Internet and TV).

In the frames of the whole chapter it may be supposed that directly for the age group of youth state efforts in HIV prevention may be insufficient because of media streams influences effecting believes, stereotypes and attitudes. This position correlates with the hypothesis that media discourse includes inconsistent agenda towards HIV prevention/ testing among young people. But it may be found in practice through the application of special methodology which is specified in the following chapter in relation to the found subjective barriers such as stigma, fear of HIV disease, low-risk perception and negative attitudes to the field of health care.

2. Methodology

This chapter represents the plan of the survey provided for confirmation or denial of the hypothesis. Due to the facts specified in the theoretical part it deals with dependent and independent variables which form the basis for further analysis.

Methodology of the present study is based on the hypothesis that there are inconsistent agenda towards HIV prevention/ testing among young people. Theoretical background of it is connected with the fact of different influences the youth from the side of multi-purposed media resources. They effect on believes, stereotypes and attitudes of young people to the problem, becoming the driver for correspondent behaviors.

Following this position, it was reasonable to study media discourse. Methodology of the present study is based on the online media content. The choice of this empirical base, such as online media content can be explained by the facts related to statistical information concerned Internet platforms visited by the youth (Appendix 2):

1) By the results of 2017 87 million people aged 16 and over are Internet users in Russia plus 3 million users over the past year (Appendix 2, Figures 2.1.-2.3.). (GFK, 2018)

2) According to the report of GfK Crossmedia Landscape 2017 (GFK, 2017), Russians spend almost a third of their online time in social networks.

3) Generally, minute average quantity per day per user in the Internet in December 2017 was the highest among the youth in the age group of 12-24 (Appendix 2, Figure 2.10.).

4) At the same time there is the data about citations variety of media resources in the social networks. (Appendix 2, Table 2.2.)

Above information demonstrated the interest to media content from social networks with significant share of young people.

In order to study media discourse in relation to HIV testing subjective barriers content-analysis is chosen as a research method (Yadov, 2000). First of all, it is a good universal instrument which allows analyzing the content of the texts in a variety of disciplines. Secondly, relatively this part of work content-analysis helps to consider two variables in detail.

Content-analysis covered all the messages devoted to the inquiry `HIV test' (тест ВИЧ) in the period of 2017. Media content was taken from Medialogia web-platform. It was processed through its instruments to characterize media discourse through the following data:

· Total quantity of `HIV test' mentions

· Character of `HIV test' messages

· The share of `HIV test' messages by the object

· Dynamics of `HIV test' mentions

· Total quantity of `HIV test' mentions from media resources

· The share of `HIV test' mentions in the general information field

· Distribution of `HIV test' mentions by media categories

· Sources of `HIV test' mentions by media index

Due to the fact that the research design of the study is connected with two main variables such as subjective barriers and components of media discourse, the first step is to define their place in the research. Returning to the formulated hypothesis and definitions of the variables (independent variable changes independently and is therefore considered as a causal factor in the system of relationships; dependent variable is changed in connection with the change of independent variable and is therefore considered as consequence) independent variables are related to media discourse components, and dependent variables are connected with subjective barriers.

In order to develop conceptual design of the study operationalization of concepts was made by all variables:

1) Subjective barriers. As it was considered in the theoretical part, there are several common subjective barriers to HIV testing which were demonstrated in variety of different foreign surveys. They can be specified as stigma, fear of HIV disease, low-risk perception and negative attitudes to the field of health care. It should be said that in Russia similar data (Focus Media, 2018) are also available.

2) Media discourse components. Theoretical part of this work demonstrated that in Russia there is one primary source of information in relation to HIV/AIDS problem. It is power rhetoric. Along with it there is media discourse represented by traditional media. All of them transfer the information in connection with their goals. In these media streams it was important to define categories for content analysis. For this purpose the data array was considered for the period of 2017. It was formed from online media content (1060 messages of `HIV' inquiry) of several sources mentioned in the citations from social networks. It was done because of the statistic information about the most frequently quoted media sources in social networks. Chosen sources included pro-government media RT in Russian, RIA News, TASS, Interfax; non-government media Life.ru, RBC, Moskovskij Komsomolets, and REGNUM; and targeted media REN TV, TC Zvezda. Their processing allowed grouping them into 10 topics. It was the first stage of the study.

The second one was connected with searching for relations between components of media discourse and specified subjective barriers with the help of Medialogia platform base through the inquiry of `HIV test' in the period of 2017.

The preparation for the second stage was connected with processing of the first stage data. Based on the information of 10 topics five categories were defined by the way of compacting the topics into bigger blocks (`Reality', `Support', `Changes', `Risks' and `Healthcare') through the choice of subjective barriers and specified topics. As to content-analysis all of them were taken except the category `Support' devoted to giving information to the population. It was excluded based on the results of the neutral character as it is shown at the Figure 5. The result of the selection is represented in the table below.

Table 1. Characteristics of the variables for content-analysis based on 10 specified topics

No.	Subjective barrier	Topic	Category	Description of the category in the media	Units
1	Stigma, fear of HIV disease	Problems, scandals, barriers	Reality	Situation with HIV in Russia	Epidemic, situation, cases, HIV status
2	Low-risk perception	Improvement of HIV situation, improvement state initiatives, science news, perspectives, financing, rules	Changes Risks	Positive intentions of the state in HIV prevention Problems of risk groups	Prevention, action Risk groups
3	Negative attitudes to the field of health care	Scandals, medicals, barriers	Healthcare	Personal experience of interaction with medicine	Disclosure, refusal

Thus, the Table above demonstrates the system of empirical indicators of the present study. It reflects the availability of 4 basic barriers which are united into 3 groups. Together with combinations of basic phrases they will be studied with the help of MAXQDA program.

Due to the fact of availability of such parameter as emotional coloring it was reasonable to suppose its presence in the specified categories. As a result, this supposition can be depicted in the table below.

Table 2. Categories of the variables for content-analysis with emotive parameter

No.	Subjective barrier	Emotional colouring	Category
1	Stigma, fear of HIV disease	Negative and neutral	Reality
2	Low-risk perception	Positive Negative	Changes Risks
3	Negative attitudes to the field of health care	Negative	Healthcare

Detailing of the demonstrated variables can be made through their coding depicted at the table. The choice is based on the category and subjective barrier. It was supposed that description of the real state of affairs with HIV in Russia can be related both to the stigma and to the fear of HIV infection. At the same time negative background can be related mostly with reports of state authorities and neutral can be connected with informational data about disease. Low-risk perception barrier may be based on the positive results connected with state efforts in HIV prevention and negative information about risk groups (including the stories of HIV infected). It is also supposed that the data from related to healthcare will be negative.

To resume this chapter it should be underlined that the character of the data planned to be studied doesn't give the possibility to make unambiguous judgments. At the same time content-analysis is characterized by some kind of subjectivity. In connection with it the whole study will bear its trace. Despite this situation such approach may become first step for further researches to check the results with expert opinion.

3. Findings and results

This chapter is devoted to findings connected with two studied variables. All the attempts made in this chapter are directed to achieving of the objectives preparing the ground for analysis leading to confirmation or rejection of hypothesis of the study.

First stage of the survey

First stage of the survey was purposed to specifying of basic categories for further study. It was formed from 2017 online media content (1060 messages of `HIV' inquiry) of several sources ( pro-government media RT in Russian, RIA News, TASS, Interfax; non-government media Life.ru, RBC, Moskovskij Komsomolets, and REGNUM; and targeted media REN TV, TC Zvezda) based on the information about their citations in the social networks (see Appendix 2, Table 2.2.).. Their processing allowed grouping them into 10 topics.

Figure 4. Topics extracted from the media data massive of 2017 related to the inquiry `HIV'

1. Problems were connected with different complex situations and worsening of HIV situation in the regions.

2. Scandals were based on the events discussed by wide circles of society.

3. Improvement of HIV situation described those regions where the statistical data showed progress.

4. State initiatives involved real actions of the government and state bodies directed for improvement of HIV prevention.

5. Information about medicals covered the state of affairs with pharmaceuticals for HIV infected treatment.

6. Science news included discovers and perspectives in the field of the fight against HIV.

7. Perspectives were connected with short-term projects which are planned to be implemented to improve the situation with HIV.

8. Financing characterized the state of funding the direction of HIV prevention.

9. Rules determined new regulatory policy steps in HIV prevention.

10. Barriers included the data which could form subjective barriers for HIV testing.

Considered content demonstrated availability of such parameter, as emotional colouring: as a whole the messages bored such emotional colouring as negative (53%), neutral (9%) and positive (39%). And predominance of the negative background was connected with complex situation with HIV epidemic and scandals (as it is depicted at the Figure 5). It should be paid attention that predominance of negative information correlates with the data of theoretical part about problematization strategy of the state.



Figure 5. Character of the messages from the media data massive of 2017 related to the inquiry `HIV' by topic

As it was mentioned in Methodology chapter by the results of the first stage the following categories were specified on the basis of grouping the topics into bigger blocks: (`Reality', `Support', `Changes', `Risks' and `Healthcare'). The category `Support' was excluded from further studying because of its neutral character under the received data.

Second stage of the survey

a) General information field in `HIV test' inquiry

Search inquiry `HIV test' in Medialogia database for the period of 2017 showed 5419 messages from different sources. 685 of them were related to online media content. Consideration of the whole array of the mentions showed domination (83%) of neutral emotional colouring (Figure 6). This result is different from the one received on the first stage.



Figure 6. Character of `HIV test' messages in 2017

Additional attention of the messages gave the information about its sources. It turned out to be that among them there were representatives of government, state authorities (in first turn, Ministry of Health), science community, public figures, church, volunteer organizations and usual citizens. According to the theoretical part of the present work it turns out to be that exactly these actors form public opinion transformed through the prism of mental filters of young people.

Speaking about the content of these social influences they are as follows:

- Representatives of government and state authorities underline the existence of serious problem in society such as HIV epidemic. At the same time they demonstrate the intention to fight this challenge in different directions which was described in the literature overview of this work. Much attention is paid both to different actions as the stimulation of preventive measures and scandals connected with children. They demonstrate active position equally in positive and negative situation.

- Ministry of Health, as a rule transmits statistical data, improving or worsening of the situation in the regions, situation with medicals for the diseased, and taking part in the actions.

- Ministry of Education is noticed only in declaration of positive intentions towards measures in the area of fight against HIV/AIDS. Another side of the content connected with this body is scandals devoted mainly to drawbacks in conducting of health lessons at schools.

- Public figures, as a rule, demonstrate their taking part in the actions in HIV-testing. Sometimes their names are connected with scandals.

- Representatives of scientific community inform about new achievements in the area of overcoming the problem.

- Volunteer organizations describe their practical experience in the fight against HIV/AIDS.

- Usual citizens are noticed in giving commentaries in connection with scandals.

These data are included into the Figure 7 where mentioned groups are distributed by objects (opinion agents) and were retried from the database processed through online instruments of Medialogia.

Figure 7. The share of `HIV test' messages by the object in 2017

The main attention should be paid on the object `State' which means that 41% of messages from general information filed (media, social networks, etc.) were initiated by state and government bodies. Other objects are represented by different actors having relation to the issue of HIV prevention. The object `Other' is represented by opinions of different public figures.

Thus, this part showed that general information filed is represented by prevalence of messages from state and government body representatives with neutral background.

b) General media field in `HIV test' inquiry

Looking through the mentions from media sources the following information can be represented. (Figures 8-11)

By the results of 2017 the highest degree of `HIV test' mentioning in the media is related to Internet sources.

Figure 8. `HIV test' mentions by media source in 2017

These data were retrieved automatically from the database of Medialogia. According to this platform all the messages from different media sources are reflected in the Internet. However, those sources which are related to purely Internet ones, include online versions of printed press, TV channels, radio and information agencies. It means that Internet sources include more messages on `HIV test'. Such division is explained by the fact that Medialogia is capable to process not only textual information, but also visual and audio. In addition, there is the possibility to summarize duplicated messages to get the unique ones.

In the total number of `HIV test' of mentions the share of Internet sources were 62% which is 3 times higher than the same indicator demonstrated by Information Agencies (Figure 9).

Figure 9. The share of `HIV test' mentions in the general information field in 2017.

The majority of mentions (83%) are related to federal media sources (Figure10).

Figure 10. Distribution of `HIV test' mentions by media categories in 2017

Leading role in `HIV test' mentions is related to opposition media while pro-government more than twice less by quantity (Figure 11).

Figure 11. Sources of `HIV test' mentions by media index in 2017

Within consideration of media sources messages it was found that `HIV test' issue had its dynamics in 2017. In May the peak of mentions was observed. Another burst of activity is seen in November (1,6% less). In May the burst of activity was connected with action STOP HIV/AIDS. In November the peak was explained by preparation to the Day of struggle against AIDS and Stop HIV/AIDS action.

This part demonstrated that general media field related to `HIV test' issue had its dynamics, was mentioned mostly in the Internet and by opposition media sources.

c) Content-analysis of media messages through specified indicators

In order to provide content-analysis on the basis of indicators specified in the Methodology, initially the situation with categories was observed. (Figure 12).

Figure 12. The share of categories related to `HIV test' mentions in the media in 2017

The Figure above shows that predominant role (88% related to the category `Changes' and `Reality') of studied media discourse belongs to the state and its authorities. The majority of them demonstrate the efforts to change current situation and others make reports about the state of affairs in the area of HIV. Insignificant share (12%) is connected with problems of risk groups and negative relations to the healthcare. Probably, the data about medical sphere can be understood in the frames of the state policy which is purposed to improve the existing image of medicine.

The next step was to observe the situation with unit frequency (Figure 13).



Figure 13. The units frequency in `HIV testing' mentions in the media in 2017

As it is seen at the Figure above in the frames of the described categories there is the most frequent use of such units as HIV status and prevention.

Due to the fact that all media sources are represented in the Internet, it was decided to compare mentioned unit frequency with Yandex searching engine results with the help of Wordstat instrument to check monthly inquiries (Figure 14).

Figure 14. Studied units frequency in Yandex searching machine per month

Comparison of this data with the data from Yandex searching engine shows the same trend. However, other units have another frequency parameters ratio.

Specified categories were also observed from the point of view of emotional colouring of subunits (Figure 15).

Figure 15. Characteristics of `HIV test' categories from the point of view of subunits emotional coloring

As it is seen as the Figure, three categories include subunits with negative associations while the category `Changes' has the prevalence of positively colored subunits.

Following the studied data of this part it can be summarized that there is the presence of such leading units as `HIV status' and `prevention' in media discourse at the background of state-related categories domination. Notwithstanding prevalence of messages related to the category `Changes', media field demonstrated availability of negative subunits.

d) Connections between units and subunits of the study

The next step was detailing of connections between units and subunits. Each category is represented through such connections below (Figures 17-20). The colors at the schemes correspond to the ones at the Figure 16: red is for negative, green and grey are for positive and neutral, respectively.

Consideration of the category `Reality' shows that it includes negative, neutral and positive subunits (84%, 11% and 5%, respectively) with predominance of negative ones. Such character is achieved through availability of the subunits related to:

1) Epidemic. It is associated with infection and its features such as descriptions (serious, dangerous), structural components (characteristics, peculiarities and stages) and related to process (progress, development, dynamics).

2) Situation also associated with infection connected with descriptions (heavy, dangerous, disturbing, complex, epidemiological, disappointing, stressful, and emergency).

3) Cases are characterized by the name of disease (infection, HIV, false HIV) and types (new, mortality, morbidity, and recovery).

4) HIV status is connected with descriptions (positive, undetectable), actions (know, conceal, disclose), processes (testing, discrimination) and medical terms (immunity, norm).

There is intersection in the subunit of `infection'.

Figure 16. Distribution of units and subunits in the categories `Reality'

The category `Changes' is also multi-colored emotionally (41% positive, 30% neutral and 29% negative), however, with domination of positive trends. The studied units include the following:

1) Prevention. There are characteristics of the epidemic (disease, infection), processes (testing, treatment, work), descriptions (professional, emergency, medical), steps (measures) and places (center).

2) Action. There are descriptions (all-Russian), processes (testing, take part, stop HIV, fight, organization, prevention), steps (plan) and objects (citizens).

The intersection is in the subunit `testing'.

Figure 17. Distribution of units and subunits in the category `Changes'

The category `Risks' is represented by domination of negative subunits (45%), positive (43%) and neutral (12%) and includes risk groups type (high), objects (population), epidemic characteristics (infection), processes (help, prevention, adaptation, relate to), steps (measures) and associations with the risk groups (crime).

Figure 18. Distribution of units and subunits in the category `Risks'

The category `Healthcare' includes negative (74%) and neutral (26%) colouring and includes character of epidemic (infection), objects (data, medical secrecy) and processes (responsibility, impermissibility).

Figure 19. Distribution of units and subunits in the category `Healthcare'

Analysis of the represented subunits shows that among the specified categories `Reality' dominates (61%). The presence of the category `Changes' is smaller (38%) however, it is significant. At the same time such categories as `Risk groups' (1%) and `Healthcare' (about 1%) are the smallest by the quantity of subunits.

Above information demonstrates domination of problematization trend of the state which was described in the theoretical part. Category `Changes' reflects, in what way the state decides problems. However, there is slight interests to the `Risks' issue. This fact was also shown in the theoretical part demonstrating absence of state policy specification in the area of HIV. Insignificant representation of `Healthcare' category may be connected with the effort not to concentrate on the negative image of healthcare system.

Thus, the present chapter is the visualization of several components of media discourse on HIV issue and their emotional coloring. It demonstrated that there are several directions of discourse. More often they addressed the issue of changes achieved due to definite efforts in HIV prevention and were initiated by state authorities. Notwithstanding the positive trend of the messages they didn't bear single-valued emotional color as they were both positive and negative. So, it can be said about dual discourse. Discussions of its possible impact on correspondence to subjective barriers in the youth environment are the subject of the following chapter.

4. Correspondence of media discourse and subjective barriers

This chapter is summarizing as it is devoted to comparison of all the theoretical and practical results. It lets achieve the goal to identify correspondence between subjective barriers and media discourse on the HIV issue. Accordingly, the whole picture of the problem may be the driver for finding new ways of HIV prevention.

Studying of the literature sources on the HIV issue showed that Russian young people are in the center of different social influences. In the process of personality formation different subjective barriers, especially to such complex problem as HIV prevention, are natural. They can be characterized as the obstacles for life-saving behavior formed by subjective perception of reality and individual characteristics of the person which, in their turn, are reflected in correspondent behaviour. Based on the internal norms subjective barriers are formed as the adoption behavior to anticipated environment reactions.

In the considered issue the notion of social influence plays the crucial role as it effects believes, stereotypes and attitudes of young people. Important place in different social influences is taken by the state and its power rhetoric. Great attention of the state to the youth problems, including HIV issue, is understood as they are connected with the area of demography. It can be characterized by availability of problematization strategy in broad sense and concrete steps to overcome the epidemic. In order to represent its position the state uses such channels as media. However, due to the fact that in Russia multi-purposed media resources exist the point of view of the state is filtered through these channels. In addition to this information from media resources is filtered further through social networks. As a result, a young person comes to the information field with different opinions and there is no guarantee that he will perceive the data in a way the state supposes.

As it was mentioned, subjective barrier formation is natural process. The experience of foreign countries shows that there are four basic barriers for HIV testing: stigma, fear of HIV-infection, low-risk perception and negative attitudes to the field of health care (in the present study they are grouped into three). The peculiar thing is that they are found not only in backward countries, but also in such developed countries as USA, UK, etc. And overcoming mentioned subjective barriers by the states with the help of countrywide obligatory testing often fails.

Following the data about existence of subjective barriers in the foreign countries, it was found out that in Russia they present in the age group of young people too. Theoretical part of the work demonstrated their basis which is insufficient awareness and stigma in the society. Practical part let think that existing media discourse on HIV issue is dual.

Based on the conducted analysis it can be said that those categories which were defined in the beginning of the research may be called components of media discourse and unit and subunits are their elements. But the last step is to define correspondence identify whether there is any resemblance between components of media discourse and subjective barriers. For this purpose it is necessary to return to the supposed connections (Table 3).

Table 3. Supposed correspondence between subjective barriers and components of media discourse

No.	Subjective barrier	Category	Units
1	Stigma, fear of HIV disease	Reality	Epidemic, situation, cases, HIV status
2	Low-risk perception	Changes Risks	Prevention, action Risk groups
3	Negative attitudes to the field of health care	Healthcare	Disclosure, refusal

Analysis of the Figure 20 is the next step. The same as at previous Figures negative emotional colouring of subunits is specified with red, positive and neutral with green and grey, respectively. Units are pointed with blue. The names of the categories are framed. Subjective barriers are framed in yellow. The arrows are put through analysis of each notional subunit lexical meaning and finding correspondence through method of reasoning.

Figure 20. Possible correspondence between components of media discourse and subjective barriers

All the categories are built around subunit `infection' in combination with HIV, bearing the meaning of danger.

1) `Reality' category. Based on the specified subunits the connection between subjective barriers `Stigma' and `Fear of HIV disease' may be supposed.

`Fear of HIV disease' may be connected with the following subunits of the category:

- characteristic of epidemic: serious (which is fraught with important or terrible consequences);

- characteristics of the situation: dangerous (incorporating a danger that threatens some disaster), disturbing (full of anxiety, restlessness, and worries), complex (difficult to consider or resolve, confusing), disappointing (not giving guarantee for the good result), stressful (being in a state of tension), emergency (extremely dangerous), epidemiological (epidemic spread);

- description of cases: new (with constant growth), mortality (quantity of died), morbidity (quantity of infected), HIV (negative meaning related to stigma), false HIV (negative meaning related to healthcare system);

- related to the unit `HIV status': positive (negative meaning related to stigma), discrimination this negative attitude, bias, violence, injustice and deprivation of certain human rights because of their belonging to a particular social group), conceal (to keep silent to defend oneself), undetectable (negative meaning connected with healthcare system). These units may be also related to the subjective barrier `Stigma'.

2) `Changes' category. Such subunits as `disease' (the state of the organism, expressed in violation of its normal vital activity, life expectancy, and its ability to maintain its homeostasis) and `transmission' (associated with ways of infection transmission) may have relation to subjective barrier `Fear of HIV disease'. At the same time notwithstanding positive emotional colouring of `Action' unit which can be related to `Low-risk perception', its subunits `fight' (forced struggle for existence) and `stop HIV' (slogan to fight) may also form `Fear of HIV disease'.

3) `Risks' category. Such subunits as `crime' (socially dangerous act that violates the existing legal order and is subject to criminal liability related to risk groups) and `high' (characteristic of risk groups) may form both `Stigma' and `Low-risk perception' barriers.

4) `Healthcare' category. Subjective barrier `Negative attitudes to the field of health care' may be associated with such subunits as `help', `medical secrecy' (in the meaning of medical personnel conviction) and `impermissible' (one that cannot be allowed, resolved, especially for medical professions, bears the meaning of conviction). Probably, these units will have smaller influence degree than personal experience of the person.

It may be supposed that such subjective barrier as `Low-risk perception' may have the relation to all the categories, when the person doesn't associate his life with information on HIV issue.

Thus, supposed correspondence between media discourse components and subjective barriers may be specified as follows (in the table 4 those suppositions which coincided with the results are specified with yellow and non-coincided with grey).

Table 4. Found correspondence between subjective barriers and components of media discourse

No.	Subjective barrier	Category	Units
1	Stigma, fear of HIV disease	Reality	Epidemic, situation, cases, HIV status
1	Stigma, fear of HIV disease	Changes Risks	Prevention, action Risk groups
2	Low-risk perception	Changes Risks	Prevention, action Risk groups
3	Negative attitudes to the filed of health care	Healthcare	Disclosure, refusal

As to emotional parameter, it was supposed that category `Reality' will be negative and neutral, `Changes' positive, `Risks' and `Healthcare' negative. The analysis of subunits demonstrated the presence of all characteristics (negative, positive and neutral) in the first three categories. The last one included only negative and neutral. Potentially, it may mean that negative components may have the impact on the person in the perception process.

Current study showed relations between the chosen variables. However, it is not correct to say that there is strong correlation between found connections. It is necessary to underline that specified subunits bear the meanings which can influence formation of the barriers. However, it can be supported by many additional factors related to the complex of social influence means. In its turn, it demonstrates that the hypothesis of the work (media discourse includes inconsistent agenda towards HIV prevention/ testing among young people) is true.

Conclusion

The current study demonstrated that there is huge work in the society in the field of fight against HIV epidemic. While primary role in this process belongs to the state which transfers its position through power rhetoric, media are the channels of its transference to the audience. Because of the existence media resources with different goals and policies, transferred information may be filtered. However, generally HIV media discourse has definite shapes and components. Confirmation of it was made in this study.

Within the search preconditioned with the goal to identify relation between subjective barriers and media discourse on the HIV issue the following objectives were achieved:

1. Current HIV/AID prevention infrastructure was described.

2. Existing media discourses relating to HIV issue through highlighting of its components by topic were studied.

3. Subjective barriers in HIV testing were specified.

4. Correspondence between found components of media discourse and subjective barriers were revealed.

Achieving the goal and objectives of the work let confirm the hypothesis that discourse includes inconsistent agenda towards HIV prevention/ testing among young people which has the correspondence with subjective barriers. Everything mentioned above gave the possibility to answer research question.

Analysis of the theoretical and empirical materials let make the following conclusions:

1. The state is the main actor in the area of HIV prevention process. On the one hand, it defines the whole policy related to the problem; on the other hand, it socially influences population, including young people, through media channels. The aim is to demonstrate existing problem and positive results of preventive measures.

2. Due to the fact of availability of multi-purposed media variety, transferred power rhetoric may have peculiarities. Taking into account that there are also opinions of other actors, the whole media environment has different streams, nevertheless, united by common position of the state.

3. HIV testing media discourse has mostly neutral emotional colouring. However, there are subunits of basic categories (`Reality', `Changes', `Risks' and `Healthcare') which bear negative meaning.

4. Huge efforts in the activity of different actors, including media, leave the place for subjective barrier formation to HIV testing in Russian youth environment. The same trend is noticed in other countries, involving such barriers as stigma, fear of HIV-disease, low-risk perception and negative attitudes to the field of health care. Generally, main factors which have the impact on the formation of barriers are stigma, existing in the society, unawareness and stereotypes about HIV problem.

5. On the basis of analysis of messages from Medialogia database conducted with the help of MAXQDA program the correspondence between following categories and barriers was set:

- `Reality' - `Stigma' and `Fear of HIV disease';

- `Changes' and `Risks' - `Low-risk perception', `Stigma' and `Fear of HIV disease';

- `Healthcare'- `Negative attitudes to the field of health care'.

As a result, it may be summarized that along with other actors contributing to formation of subjective barriers state course in the field of HIV prevention plays an important role. Probably, one of the ways to overcome this situation is to move accents from problematization to positive results. It will give the possibility to change media discourses and their components which bear negative associations.

In connection with it the topics of further researches may be as follows:

1) Studies of foreign experience in the area of HIV media discourse, its comparison with Russian one and development of correspondent recommendations for our country.

2) Studying of young people (adolescences of schools, students of colleges and high schools) with specified subjective barriers, possible sources of these barriers and their relation to media influence.

3) Studying of young people (adolescences of schools, students of colleges and high schools) perceptions of changed media discourse.

On the basis of this information there is the chance to offer ways in state policy optimization toward the problem of HIV prevention.

Following this information, it should be said that becoming of new media discourse can be observed at present. It is demonstrated by the presence of `Changes' category which is concentrated on the events of STOP HIV/AIDS action, powerful instrument of social influence involving wide layers of population. The data considered in the present work showed some possible ways to optimize the materials for such actions. Among them there are:

- to attract opinions of public figures having significance for young people;

- to change the dynamics of mentions (from picks only in two months) into quantity increase;

- to prepare special information for those young people who have the barrier of low-risk perception.

Thus, the novelty of the present work is in the attempt to reconsider traditional approaches to media discourse in the area of HIV prevention.

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