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Making Sure Messages Reduce Stigma and do not Stigmatize
Anne Stangl, PhD
SARDM Grantees Media Training: World Bank
December 4, 2008
Presentation Overview
• Unintended consequences of HIV-media messaging
• How media messages can stigmatize• Stigma-reduction messaging fundamentals• Examples & Discussion• Questions and Answers
“Because reporting on HIV and AIDS ultimately deals with matters of life and death, and because many people will form their understanding of HIV and AIDS through the media, the story must be approached with clarity, precision, and sensitivity”.
Reporting Manual on HIV/AIDSKaiser Family Foundation
http://www.kff.org/hivaids/7124-02.cfm
Unintended Consequences of HIV-related Media Messaging
The Media and Stigma
• Language can maintain and reinforce stigma and discrimination
• Photographs, illustrations and videos can propagate stereotypical images/ideas that reinforce stigma
• Providing general HIV awareness without also providing stigma-specific messages can increase stigma
Stigmatizing Language
Incorrect Terminology*
*UNAIDS Preferred Language for Reporting on HIV and AIDS
Unprotected sex Risky sex
RiskRisk group
This is a value judgment and should be avoided
Promiscuous
HIVAIDS (only when referring to AIDS)HIV and AIDS
HIV/AIDS
HIVAIDS virusCorrect TerminologyWrong Terminology
Example 1
Sexual promiscuity is the primary cause of the spread of HIV/AIDS
Unprotected sexual intercourse with an HIV-infected person is the primary
cause of the spread of HIV
Example 2
To this date there is no adequate treatment for AIDS
To this date, there is no cure for HIV infection.
Insensitive Language*
*UNAIDS Preferred Language for Reporting on HIV and AIDS
Died of AIDS-related illnessDied of AIDS, to die of AIDS
Person with HIVAIDS victim or AIDS sufferer
Person living with HIVAIDS/ HIV carrier
People living with HIVPositives or HIVers
Person living with HIVHIV patient, AIDS patient
People living with HIV or Person with HIV
PLHA or PLWHA
PreferredStigmatizing
Insensitive Language* (cont’d)
*UNAIDS Preferred Language for Reporting on HIV and AIDS
Children orphaned by AIDSAIDS orphans
Do not use Innocent (victim)
Do not useContaminated
Person living with HIVSufferer
Person living with HIVVictim
PreferredStigmatizing
Example 3: Article from India
• “The objective of the game show is to reduce stigma and discrimination towards the people living with HIV/AIDS through awareness to the masses...It aims to reduce the increasing infection of people of the south east Asia by the dreaded HIV/AIDS…”
Stigmatizing Images
“I also watch the TV, which broadcasts programs…showing many [persons with HIV]. They look disgusting. Only getting [HIV] such as shown on TV is frightening, but if you are [HIV] positive and healthy like me, there is nothing to be afraid of. They said that persons who get [HIV] should be sent to something like a concentration camp to live together, they should not[be] let outside.”
(Woman living with HIV, Viet Nam)
Stigmatizing Posters from Viet Nam
Drug-AIDS, scourge of the century
Stay away from drugs
Positive Images
Examples: Public Service Announcements
• http://www.bbc.co.uk/worldservice/trust/whatwedo/where/asia/india/2008/04/080407_india_hiv_project_millionaire_psa_video.shtml
• http://www.bbc.co.uk/worldservice/trust/whatwedo/where/asia/cambodia/2008/04/080407_cambodia_hivaids_mch_project_srey_pov_video.shtml
Lack of Stigma-specific Messaging
Example: Reducing HIV Stigma among Chinese Americans
• Messages were intended to increase awareness about HIV in general and enhance communication about HIV
• No stigma specific messages developed • HIV awareness messages ended up
increasing shame and blame
Stigma Reduction Messaging Fundamentals
• Three immediately “actionable” causes– Awareness & knowledge of stigma– Fear of casual contact– Values linking People Living with HIV with
behaviors considered improper or immoral• Best to address all 3 causes, instead of
focusing on a single cause
Address the Causes of Stigma
Pair HIV Knowledge with Stigma-Specific Messages
• Providing HIV knowledge alone can lead to fear
• Discuss the facts about how HIV can and cannot be transmitted
• Dispel local myths and fears about HIV transmission
• Include stigma-specific messages
Summary
• Use correct terminology • Use non-stigmatizing language and
images• Portray people with HIV living positively,
not depressed or ostracized
Summary (cont.)
• Address all 3 causes of stigma• Address fears that are specific to your
context• Include stigma-specific messages in
along with HIV awareness messages
Sharing Time
• For those who participated in the videoconference in September: – How did you use the information you
learned?– What key lessons do you have to
share?
Example: Utilizing Media to Reduce Stigma and Discrimination
• Short film – Drik Picture Library Ltd– Dhaka, Bangladesh
• Jeevani Selvamalar
Thank you!
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