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!