Abstract
This study analyzes the personal ads of an Internet web site solely devoted to unprotected (bareback) sex among men who have sex with men (MSM), in order to identify the profiles of individuals actively and overtly seeking to spread HIV. Although the purpose of the website is not necessarily for spreading HIV, it does provide a medium to exchange such discourses. Analysis of the website identifies 81 profiles of individuals with an overt interest in spreading HIV. In an attempt to better explain and understand this behavior, two theoretical paradigms of deviance are tested (social learning theory and labeling theory). Findings indicate that both theories offer adequate arguments to better understand this behavior. Future research directions and prevention strategies are discussed.

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