كىتاب ئاساسىدا سىناق «Spiral Dynamics:
Mastering Values, Leadership, and
Change» (ISBN-13: 978-1405133562)
قوللىغۇچىلار

Psychological Analysis of Fear-Based Healthcare Messaging: Comparing HIV/AIDS and COVID-19 Through the Lens of Spiral Dynamics

Dr. Tomás Campbell [1], a member of the BPS Division of Clinical Psychology Faculty for HIV and Sexual Health, article "Towards more inclusive and Empowering Healthcare Campaigns" [2] presents a compelling analysis of the evolution of HIV/AIDS messaging over four decades, tracing a path from fear-based approaches to more empowering, inclusive strategies. This progression reflects significant advances in both medical understanding and psychological approaches to public health communication. 

The SDTEST® survey data on fears provides an excellent opportunity to examine how these evolving messaging strategies align with contemporary fear psychology and value systems as described by Spiral Dynamics theory.


Comparative Analysis of HIV/AIDS and COVID-19 Fear Prevalence


The SDTEST® survey "Fears" involving 3,679 participants across 105 countries reveals that HIV/AIDS now ranks relatively low at 4%, while COVID-19 ranks even lower at just 2%. Below is a abridged version of the survey results. The full results are available for free in the FAQ section after login or registration.


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نورمال تەقسىملەش, ۋىليام دېڭىز قىرغىقىدا (ئوقۇغۇچى) r = 0.0322
نورمال تەقسىملەش, ۋىليام دېڭىز قىرغىقىدا (ئوقۇغۇچى) r = 0.0322
نەيزە بىلەن نورمال تەقسىمات ئەمەس r = 0.0013
تەقسىملەشنورمال
ئەمەس
نورمال
ئەمەس
نورمال
ئەمەس
نورمالنورمالنورمالنورمالنورمال
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بارلىق سوئاللار
مېنىڭ ئەڭ قورقىدىغىنىم
مېنىڭ ئەڭ قورقىدىغىنىم
Answer 1-
ئاجىز مۇسبەت
0.0508
ئاجىز مۇسبەت
0.0355
ئاجىز مەنپىي
-0.0167
ئاجىز مۇسبەت
0.0937
ئاجىز مۇسبەت
0.0343
ئاجىز مەنپىي
-0.0182
ئاجىز مەنپىي
-0.1547
Answer 2-
ئاجىز مۇسبەت
0.0195
ئاجىز مۇسبەت
0.0014
ئاجىز مەنپىي
-0.0408
ئاجىز مۇسبەت
0.0643
ئاجىز مۇسبەت
0.0458
ئاجىز مۇسبەت
0.0125
ئاجىز مەنپىي
-0.0972
Answer 3-
ئاجىز مەنپىي
-0.0015
ئاجىز مەنپىي
-0.0086
ئاجىز مەنپىي
-0.0466
ئاجىز مەنپىي
-0.0457
ئاجىز مۇسبەت
0.0478
ئاجىز مۇسبەت
0.0753
ئاجىز مەنپىي
-0.0172
Answer 4-
ئاجىز مۇسبەت
0.0408
ئاجىز مۇسبەت
0.0319
ئاجىز مەنپىي
-0.0223
ئاجىز مۇسبەت
0.0188
ئاجىز مۇسبەت
0.0303
ئاجىز مۇسبەت
0.0224
ئاجىز مەنپىي
-0.0966
Answer 5-
ئاجىز مۇسبەت
0.0298
ئاجىز مۇسبەت
0.1336
ئاجىز مۇسبەت
0.0088
ئاجىز مۇسبەت
0.0795
ئاجىز مەنپىي
-1.99E-5
ئاجىز مەنپىي
-0.0229
ئاجىز مەنپىي
-0.1798
Answer 6-
ئاجىز مەنپىي
-0.0034
ئاجىز مۇسبەت
0.0110
ئاجىز مەنپىي
-0.0659
ئاجىز مەنپىي
-0.0082
ئاجىز مۇسبەت
0.0211
ئاجىز مۇسبەت
0.0840
ئاجىز مەنپىي
-0.0309
Answer 7-
ئاجىز مۇسبەت
0.0120
ئاجىز مۇسبەت
0.0425
ئاجىز مەنپىي
-0.0709
ئاجىز مەنپىي
-0.0286
ئاجىز مۇسبەت
0.0481
ئاجىز مۇسبەت
0.0654
ئاجىز مەنپىي
-0.0499
Answer 8-
ئاجىز مۇسبەت
0.0640
ئاجىز مۇسبەت
0.0829
ئاجىز مەنپىي
-0.0292
ئاجىز مۇسبەت
0.0153
ئاجىز مۇسبەت
0.0355
ئاجىز مۇسبەت
0.0130
ئاجىز مەنپىي
-0.1349
Answer 9-
ئاجىز مۇسبەت
0.0682
ئاجىز مۇسبەت
0.1692
ئاجىز مۇسبەت
0.0047
ئاجىز مۇسبەت
0.0672
ئاجىز مەنپىي
-0.0136
ئاجىز مەنپىي
-0.0508
ئاجىز مەنپىي
-0.1787
Answer 10-
ئاجىز مۇسبەت
0.0770
ئاجىز مۇسبەت
0.0734
ئاجىز مەنپىي
-0.0207
ئاجىز مۇسبەت
0.0265
ئاجىز مۇسبەت
0.0318
ئاجىز مەنپىي
-0.0106
ئاجىز مەنپىي
-0.1292
Answer 11-
ئاجىز مۇسبەت
0.0622
ئاجىز مۇسبەت
0.0589
ئاجىز مەنپىي
-0.0052
ئاجىز مۇسبەت
0.0085
ئاجىز مۇسبەت
0.0186
ئاجىز مۇسبەت
0.0236
ئاجىز مەنپىي
-0.1234
Answer 12-
ئاجىز مۇسبەت
0.0425
ئاجىز مۇسبەت
0.1011
ئاجىز مەنپىي
-0.0350
ئاجىز مۇسبەت
0.0358
ئاجىز مۇسبەت
0.0313
ئاجىز مۇسبەت
0.0237
ئاجىز مەنپىي
-0.1534
Answer 13-
ئاجىز مۇسبەت
0.0681
ئاجىز مۇسبەت
0.1019
ئاجىز مەنپىي
-0.0379
ئاجىز مۇسبەت
0.0274
ئاجىز مۇسبەت
0.0411
ئاجىز مۇسبەت
0.0139
ئاجىز مەنپىي
-0.1626
Answer 14-
ئاجىز مۇسبەت
0.0726
ئاجىز مۇسبەت
0.0994
ئاجىز مەنپىي
-0.0033
ئاجىز مەنپىي
-0.0062
ئاجىز مۇسبەت
0.0029
ئاجىز مۇسبەت
0.0113
ئاجىز مەنپىي
-0.1222
Answer 15-
ئاجىز مۇسبەت
0.0550
ئاجىز مۇسبەت
0.1342
ئاجىز مەنپىي
-0.0341
ئاجىز مۇسبەت
0.0173
ئاجىز مەنپىي
-0.0187
ئاجىز مۇسبەت
0.0206
ئاجىز مەنپىي
-0.1187
Answer 16-
ئاجىز مۇسبەت
0.0668
ئاجىز مۇسبەت
0.0281
ئاجىز مەنپىي
-0.0339
ئاجىز مەنپىي
-0.0419
ئاجىز مۇسبەت
0.0660
ئاجىز مۇسبەت
0.0248
ئاجىز مەنپىي
-0.0759


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This modest fear prevalence contrasts sharply with the historical positioning of HIV/AIDS as a primary existential threat during the 1980s-90s. As the article aptly notes, early HIV/AIDS campaigns relied heavily on fear-based messaging, leveraging protection-motivation theory to drive behavioral change through graphic depictions of mortality and disease. The current survey results suggest these diseases have been partially normalized in the public consciousness, supporting the article's observation that medical advancements have transformed HIV from a death sentence to a manageable chronic condition.


When examining broader fear contexts, it's noteworthy that personal concerns about "illness of relatives and children" (11%) and general "illness" (8%) outrank specific disease fears like HIV/AIDS or COVID-19. This pattern indicates that abstract illness threats generate more anxiety than particular diseases that have been subject to extensive public education campaigns. This finding aligns with the article's discussion of how healthcare messaging has evolved toward destigmatization and normalization, particularly for HIV/AIDS.


Spiral Dynamics Correlations: Understanding Value Systems and Fear Responses


The correlation data between disease fears and Spiral Dynamics stages provides fascinating insights into how different value systems engage with health threats. HIV/AIDS shows a positive correlation (0.0662) with Orange-level thinking, which represents achievement-oriented, strategic value systems. This alignment makes psychological sense, as Orange thinking prioritizes personal agency and risk management. Individuals operating from this value system may respond more actively to diseases perceived as consequences of personal behavior choices.


Conversely, HIV/AIDS fears correlate negatively with Yellow (-0.0516) and more strongly with Turquoise (-0.1776) value systems. These second-tier thinking systems in Spiral Dynamics represent more complex, integrative worldviews that may contextualize disease within a broader systemic understanding. The stronger negative correlation with Turquoise thinking is particularly notable, as this holistic perspective tends to integrate mortality and vulnerability into a comprehensive worldview, potentially reducing fear responses to specific conditions.


For COVID-19, the correlation pattern differs significantly. The positive correlation with Green thinking (0.0637) suggests that communitarian, egalitarian value systems may experience heightened concern about highly communicable diseases that threaten community well-being. This aligns with the article's discussion of how modern healthcare campaigns increasingly emphasize collective responsibility and community protection. The negative correlations with Blue (-0.0342), Orange (-0.0409), and Turquoise (-0.0748) value systems suggest varied psychological responses across the spiral.


Implications for Evolving Healthcare Messaging


The article chronicles a shift from fear-based campaigns toward empowerment and behavioral strategies, noting how psychological frameworks like self-efficacy theory and social norm theory have informed this evolution. The SDTEST® data supports the efficacy of this shift by demonstrating relatively low fear ratings for HIV/AIDS despite its historical stigma. This suggests that destigmatizing, empowering messaging approaches may have successfully normalized the condition in public consciousness.


The varying correlations between fears and Spiral Dynamics stages also validate the article's emphasis on intersectionality and tailored messaging. Different value systems appear to process disease threats through distinct psychological frameworks, which has significant implications for public health communication. The article notes that "campaigns are now much more carefully designed to address diverse populations," which aligns with the need to consider value system diversity in designing effective interventions.


Advancing Psychologically Informed Healthcare Communications


The relatively weak correlation between disease fears and specific Spiral Dynamics stages (with the critical value of the correlation coefficient for a normal distribution, by William Sealy Gosset (Student) r = 0.0323) suggests that fears of HIV/AIDS and COVID-19 transcend value systems but manifest differently within them. This finding supports the article's conclusion that messaging must "remain effective, compassionate, and mindful of nuance." The positive correlation between HIV/AIDS fears and Orange thinking, contrasted with COVID-19's positive correlation with Green thinking, demonstrates how different diseases activate different value concerns.


The article's discussion of digital and social media platforms as vectors for modern healthcare messaging presents opportunities for even more targeted value-specific communications. Understanding the psychological frameworks through which different Spiral Dynamics stages process health information could enable micro-targeted campaigns that resonate more effectively with diverse audiences. For instance, messaging aimed at Orange-dominant thinkers might emphasize personal agency and achievement in health management, while Green-focused messaging might highlight community protection and collective responsibility.


Conclusion


The evolution of HIV/AIDS messaging described in the article reflects a sophisticated understanding of psychological principles, moving from protection-motivation theory toward self-efficacy and social norm approaches. The SDTEST® data validates this progression by showing relatively modest contemporary fear responses to HIV/AIDS despite its historical stigmatization. The correlation patterns between disease fears and Spiral Dynamics stages provide valuable insights for further refining healthcare communications to resonate with different value systems.


The comparative data between HIV/AIDS and COVID-19 fears, particularly their different correlation patterns with Spiral Dynamics stages, suggests that disease characteristics interact with value systems to produce distinct psychological responses. As the article argues, effective healthcare campaigns must continue to evolve based on evidence rather than prejudice. The SDTEST® data offers this evidence, demonstrating how fears of specific conditions correlate with different psychological frameworks and value systems.


This integration of fear psychology, mathematical correlation, and Spiral Dynamics theory provides a robust foundation for developing increasingly sophisticated, psychologically informed healthcare messaging strategies that can effectively engage diverse populations across the spiral of human development.



Sources

[1] https://www.linkedin.com/in/tomas-campbell-40202785/
[2] https://www.bps.org.uk/blog/towards-more-inclusive-and-empowering-healthcare-campaigns


2025.02.28
ۋالېرىي كوسېنكو
مەھسۇلات ئىگىسى SaaS SDTEST®

ۋالېرىي 1993-يىلى ئىجتىمائىي پېداگوگىكا-پىسخولوگ سالاھىيىتىگە ئېرىشكەن ۋە شۇنىڭدىن كېيىن ئۆزىنىڭ بىلىملىرىنى تۈر باشقۇرۇشتا قوللانغان.
ۋالېرىي 2013-يىلى ماگىستىرلىق ئۇنۋانى ۋە تۈر ۋە پروگرامما دېرىكتورى سالاھىيىتىگە ئېرىشكەن. ماگىستىرلىق پروگراممىسىدا ئۇ Project Roadmap (GPM Deutsche Gesellschaft für Projektmanagement e. V.) ۋە Spiral Dynamics بىلەن تونۇشقان.
ۋالېرىي V.U.C.A نىڭ ئېنىقسىزلىقى ئۈستىدە ئىزدىنىشنىڭ ئاپتورى. پىسخولوگىيەدىكى Spiral Dynamics ۋە ماتېماتىكىلىق ستاتىستىكا ۋە 38 خەلقئارالىق راي سىناش ئارقىلىق ئۇقۇم.
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