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Making Sure Messages Reduce Stigma and do not Stigmatize Anne Stangl, PhD SARDM Grantees Media Training: World Bank Se

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

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Making Sure Messages Reduce Stigma and do not Stigmatize Anne Stangl, PhD SARDM Grantees Media Training: World Bank Se

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

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

  3. “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

  4. Unintended Consequences of HIV-related Media Messaging

  5. 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

  6. Stigmatizing Language

  7. Incorrect Terminology* *UNAIDS Preferred Language for Reporting on HIV and AIDS

  8. 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

  9. Example 2 To this date there is no adequate treatment for AIDS To this date, there is no cure for HIV infection.

  10. Insensitive Language* *UNAIDS Preferred Language for Reporting on HIV and AIDS

  11. Insensitive Language* (cont’d) *UNAIDS Preferred Language for Reporting on HIV and AIDS

  12. 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…”

  13. Stigmatizing Images

  14. “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)

  15. Stigmatizing Posters from Viet Nam Drug-AIDS, scourge of the century Stay away from drugs

  16. 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

  17. Lack of Stigma-specific Messaging

  18. 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

  19. Stigma Reduction Messaging Fundamentals

  20. 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

  21. 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

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

  23. 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

  24. Thank you!

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