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- Title
‘Are HIV and AIDS really dead subjects? ‘A textual and reception analysis of representations of fear and hope in Break the Silence! HIV and AIDS campaigns.
- Authors
SEGOPOLO, I. M. M.
- Abstract
Art in itself is a semiotic resource that invites the investigation of how it has the potential to communicate messages of prevention of HIV and its fatal consequence in an era that is reeling from and overcoming the consequences of the AIDS pandemic. In a world that was almost ravaged by HIV and AIDS three decades ago, various strategies have continued to be used to mitigate the spread of the virus as well as to prevent new infections. This paper examines how art as a multimodal resource was used in an international art project in Durban, South Africa in 2001, by project members to approach the ‘deadly’ subject. Two purposively selected pieces of art, which use two different approaches: Fear appeal and subliminal persuasion to destigmatise HIV and AIDS in order to bring hope and promote dialogue and a different outlook on the subject are analysed. Norman Fairclough’s three-dimensional Critical Discourse Analysis (CDA) framework together with Kress and von Leeuwen’s 1996/2006 grammar of visual design are utilised to unpack discourses subsumed in the art pieces. Also, Stuart Hall’s Reception Analysis is employed to analyse audience’s (Durban University of Technology (DUT) interpretation of the two art pieces. The paper observes negative and positive representations of HIV and AIDS in the two art pieces The article argues that in an era where new infections have declined and societies are being worn down by HIV and AIDS economic and rhetoric fatigue, there is still a need for more persuasive prevention strategies as constant reminders of the epidemic that is still in our midst, particularly in developing countries that are still feeling the brunt of HIV and AIDS.
- Subjects
DURBAN (South Africa); HALL, Stuart, 1932-2014; AIDS; HIV; PERSUASION (Psychology); CONTENT analysis; CRITICAL discourse analysis; HIV prevention
- Publication
NAWA Journal of Language & Communication, 2018, Vol 12, Issue 2, p24
- ISSN
1993-3835
- Publication type
Article