Making Sure Messages Reduce Stigma and do not Stigmatize Anne Stangl, PhD SARDM Grantees Media Train

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Making Sure Messages Reduce Stigma and do not
Stigmatize Anne Stangl, PhDSARDM Grantees
Media Training World BankSeptember 4, 2008
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Presentation Overview

• Unintended consequences of HIV-media messaging
• How media messages can stigmatize
• Stigma-reduction messaging fundamentals
• Examples Discussion
• Questions and Answers

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• 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 Foundation
• http//www.kff.org/hivaids/7124-02.cfm

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Unintended Consequences of HIV-related Media
Messaging
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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

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Stigmatizing Language
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Incorrect Terminology
UNAIDS Preferred Language for Reporting on HIV
and AIDS
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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

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Example 2

• To this date there is no adequate treatment for
  AIDS
• To this date, there is no cure for HIV infection.

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Insensitive Language
UNAIDS Preferred Language for Reporting on HIV
and AIDS
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Insensitive Language (contd)
UNAIDS Preferred Language for Reporting on HIV
and AIDS
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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

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Stigmatizing Images
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(No Transcript)
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I also watch the TV, which broadcasts
programsshowing 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
notbe let outside. (Woman living with HIV,
Viet Nam)
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Stigmatizing Posters from Viet Nam
Drug-AIDS, scourge of the century
Stay away from drugs
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(No Transcript)
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Examples Public Service Announcements

• http//www.bbc.co.uk/worldservice/trust/whatwedo/w
  here/asia/india/2008/04/080407_india_hiv_project_m
  illionaire_psa_video.shtml
• http//www.bbc.co.uk/worldservice/trust/whatwedo/w
  here/asia/cambodia/2008/04/080407_cambodia_hivaids
  _mch_project_srey_pov_video.shtml

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Lack of Stigma-specific Messaging
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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

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Stigma Reduction Messaging Fundamentals
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Address the Causes of Stigma

• 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

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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

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Summary

• Use correct terminology
• Use non-stigmatizing language and images
• Portray people with HIV living positively, not
  depressed or ostracized

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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

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Thank you!