Making Sure Messages Reduce Stigma and do not Stigmatize

Anne Stangl, PhD

SARDM Grantees Media Training: World Bank

September 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/AIDS

Kaiser Family Foundationhttp://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

Wrong Terminology Correct TerminologyAIDS virus HIV

HIV/AIDS HIV

AIDS (only when referring to AIDS)

HIV and AIDS

Promiscuous This is a value judgment and should be avoided

Risk group Risk

Risky sex Unprotected sex

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

Stigmatizing Preferred

PLHA or PLWHA People living with HIV or Person with HIV

HIV patient, AIDS patient Person living with HIV

Positives or HIVers People living with HIV

AIDS/ HIV carrier Person living with HIV

AIDS victim or AIDS sufferer Person with HIV

Died of AIDS, to die of AIDS Died of AIDS-related illness

Insensitive Language* (cont’d)

*UNAIDS Preferred Language for Reporting on HIV and AIDS

Stigmatizing Preferred

Victim Person living with HIV

Sufferer Person living with HIV

Contaminated Do not use

Innocent (victim) Do not use

AIDS orphans Children orphaned by AIDS

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

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

Thank you!