HIV/AIDS and the Media Today - Term Paper Example

4.0 Chapter 4 – Findings/Analysis 4 Introduction – The Importance of Media According to Greenaway (2005), HIV/AIDS is the most widespread health concern worldwide. Statistics have shown us that both the spread and impact of HIV/AIDS is not random nor is it merely confined to one geographic region. Not to minimise the devastation of the HIV/AIDS pandemic in Sub-Saharan Africa, but the disease and it spread is felt globally and somehow the media seems to, for the most part forget this. “It is becoming increasingly clear that while there remains no cure for AIDS and no vaccine, and effective treatment remains widely unavailable to the poor, the greatest weapon in humanity’s armour to contain the pandemic remains humanity’s most unique characteristic – communication” (Greenaway, 2005, p. 1). Although communication can take many forms, by far, the media is one of the most powerful and far reaching methods available to reach the masses. Sadly, however, because of its lack of awareness or understanding of the seriousness of the HIV/AIDS situation here at home, too often the media is part of the problem rather than part of the solution. Rather than providing an accurate, all encompassing view of the AIDS pandemic, the media has too often fuelled the ‘hype and hysteria’ and stereotypical views surrounding the HIV/AIDS crisis. By reinforcing the stigma and prejudicial viewpoints that somehow HIV/AIDS is a disease of those ‘less than worthy’ – the homosexuals, the IV drug users, prostitutes and the poor, they are eroding our opportunity to gain a better understanding of ourselves, our world, and to promote positive change and educational opportunity to inform the public of the severity of the HIV/AIDS crisis here in the UK. “While the media representation of men in relation to the epidemic has been similarly prejudiced, often male gender issues have been subsumed under aspects of race, class and cultural prejudice” (Greenaway, 2005, p. 1). According to Foreman (2005), former Director of the Panos London Global AIDS programme stated, “whether they actively seek to do so, the media either fuel the epidemic through sensationalism and poor or unethical reporting, or help to restrain it by promoting information, understanding and behaviour change” (screen 1). As Greenaway (2005, p. 2) added: that the media has a critical role to play in stimulating public debate and dialogue and in challenging the kind of long established social norms that contribute to gender inequality and the spread of HIV/AIDS. The media is not simply a vehicle for information dissemination. Information is crucial but so too are the ways in which it is passed on and which voices are granted credibility. Although too often we as a society are driven by economics, the media has an opportunity to bring greater access to reliable information, greater pluralism, and increased understanding of the HIV/AIDS crisis in the UK. Not only is it crucial to awaken the media nationally to the crisis at our doorstep, but local organizations need to encourage the media at a local level to facilitate access of information to everyone and, further, to offer a voice to those suffering with this devastating disease. Greenaway (2005, p. 2) further stated: Communication continues to hold the key to containing HIV/AIDS transmission and coping with the effects of the pandemic. As much as HIV/AIDS is a devastating threat to the world, it also presents enormous opportunities for better understanding the gender dynamics that are contributing to the spread of the disease, for frank discussion on sexual and reproductive rights, and for a human rights approach to dealing with the pandemic. But this can only be achieved if those who communicate about the disease are well equipped to understand and convey these issues. 4.2 HIV/AIDS and the Media Today A 2004 article on the BBC website touted that ‘Aids epidemic a threat to Europe.’ Although the headline was accurate given the dramatic rise in HIV/AIDS cases which have been diagnosed in the UK in particular, the photograph accompanying the store is sending the wrong message. IV drug use within the UK accounts for only 4% of the total HIV positive patients. As shown in Chapter 1, IV drug use has never contributed many new HIV cases here in the UK. Yet the media displayed prominently with this article a picture of a junkie shooting up. One would assume seeing the article headlines and then seeing the picture displayed next to it that IV drug users are the major cause of the rising rates of HIV here in the UK when in fact the fasting growing category of newly reported cases of HIV is found in heterosexual young people. If the media displays misleading images that tend to make the average reader believe that because they don’t shoot up, they are not at risk a true disservice to the public is occurring. The article, referring to reports on the spread of HIV among the EU states “Both [referring to the World Health Organization and the United Nations] say the epidemic continues to spread unchecked and that European governments need to act now” (BBC Aids, 2004, screen 1) The article continued on by describing the escalating rates of infection within the EU, but nowhere did it warn that the fastest growing diagnosis is among heterosexual young women and men between the ages of 25 and 34. Yet their lead photograph displayed below in Figure would lead us to believe that AIDS is a disease of drug users. Even the caption to the picture tells us “AIDS can be spread by using needles.” Even that statement is not entirely correct. AIDS can be spread by sharing needles. Again, this is a sad reality of the portrayal of the disease. Protection begins with knowledge. Here the BBC failed to provide that. Figure 22: 2004 BBC Photo of IV Drug Users and Aids1 AIDS can be spread by sharing needles Lui (1997) in a study on the affect of media on HIV/AIDS awareness in the UK found that 40% of the 100 people surveyed did not remember seeing any anti-HIV/AIDS adverts. Other findings indicated that many of those surveyed who had seen HIV/AIDS adverts found them for the most part dull and boring and often very vague. Additional findings showed that the vast majority of people surveyed find it very difficult to discuss sexual issues in private amongst their friends, let alone in a public forum. This was further reinforced when Lui noted that many of those surveyed were quite uncomfortable with the topic of the survey and many attempted to steer the conversation on to other topics. The first government funded educational promotions in the UK began in 1986 and ran through 1995. Sadly, a comment made by Lui (1997) when publishing her findings, now is a poignant reminder that somewhere along the way we as a state somehow failed to get the message out, sent the wrong message, or spoke to deaf ears. In 1997 Lui (p. 11) was quoted as follows: The projected heterosexual epidemic that has occurred in some European countries has not appeared in the UK on the scale once predicted. It seems likely that the prompt action taken in the UK has contributed to this. Health promotion and education remains the most powerful weapon against HIV/AIDS. Although the heterosexual epidemic may not have been prevalent in 1987, just a few years later the infection rate amongst heterosexual men and women would for the first time overtake that of gay men. Since then the rates have been increasing at alarming rates. Whether due to the state’s lack of continued campaigns against AIDS or through the media’s focus on AIDS elsewhere in the world, the fact remains that the disease is spreading rapidly among the general populous, especially those between the ages of 25 and 34. A major flaw Lui (1997) found whilst researching AIDS and the media was that the many of the British adverts failed to carry the correct message to the correct population groups within the UK. Most of the adverts in the late 1990s portrayed AIDS as a problem of the gay community, not a disease that could and does affect all facets of the population. This inaccurate or misguided message often leads those who depend on the media for ‘getting the story right’ were under the impression that they were and are not at risk. Richardson (2003) reminds us that the majority of AIDS related photography displays three major themes: The body, Mortality and Humanity. The perspective of the artist’s rendering often reflects the mood or state of the environment in which the artist finds himself. Each of the three themes when displayed evokes emotion; whether it is fear, anger, disgust, love, or empathy to name a few, it is nearly impossible to view the images of AIDS we see and not feel something. The art used to tell the story of AIDS from its first rendering in the 1980s through today has gone through cyclic evolutions as has been shown in the historical examples displayed in Chapter 2 and in the current forms as are displayed below. The media presentation of the AIDS pandemic has brought to the public a reflection of their own views and emotions surrounding the disease. Like human beings it seems photography has gone through much the same stages of dealing with HIV/AIDS as do individuals – first fear onto denial through acceptance and understanding the reality of the disease. One of the major criticisms found within the advert material researched is the stigma that is too often attached to the virus. Over and over, the media has bombarded the public with messages equating HIV with “sexuality, poverty, colour and drug use. The public depends on the media for much of its information. We assumed that what we hear or see in print or on the news is truth and far too often the sensationalism distorts reality. Mass media is big business but it also has a duty and responsibility to ensure the public obtains a factual unbiased understanding of the subject matter, whatever the topic is. Too often that does not happen and we take what we hear and see at face value and therefore perpetuate the cycle of ignorance. Too often AIDS is displayed as equated to guilt and transgression (Richardson, 2003), as if somehow the person who has contracted AIDS has somehow done something to deserve it. The media has too often used the public fear and ignorance to sensationalise the AIDS pandemic. Richardson (2003) stated that beyond merely capturing images, the media has a responsibility to educate the public as well. In further discussion Richardson (2003, p. 137) found that: The role of media and photography as a document also extends further than merely recording - Its [the media] use as a educator, its role of a vehicle of ideology, its function as an emotional context have been equally important in the AIDS crisis. The author has found through researching this topic that somehow along the way we have lost sight of the severity of the AIDS crisis. The thousands of images that have bombarded us for several decades of the plight of Sub-Saharan Africa have desensitised us as a nation. It is no longer our problem; it belongs to someone else. Reality, however, has a way of reminding us that what we think, hear and feel is not necessarily truth. The perception in the West that AIDS is behind us when in fact it is very much present, with infection rates rising as prevention programmes have relaxed, is deeply disturbing (Richardson, 2003, p. 138). Figure 23 below displays the AIDS Red Ribbon for Awareness. This was the only image the research found displayed readily on any UK AIDS website that was not primarily focusing on the AIDS crisis in Sub-Saharan Africa. The ribbon is well known throughout the world and easily recongnised as a symbol for AIDS awareness. Figure 23: Aids Red Ribbon for Awareness2 Figure 24 displayed below are quite clever in its delivery. Various coloured condoms are placed together to resemble a pack of lifesavers which is used as the same for the poster. It is almost too bright and cheery in its appearance a rather strange juxtaposition to the message it is delivering. However, the appeal to younger people is apparent and the universality of the candy it mimics reminds us all that the need to use condoms is something for everyone. This is one of the few portrayals of an AIDS message that does not use human imagery. It neither tries to shock or scare us; rather it reminds us all that we have much in common. Figure 24: Lifesaver Condoms 20043 Figure 25 below is a poster with a more common theme implying that AIDS is still a disease mainly for the gay man. Although it is not overtly negative, it does portray the image that gay men are promiscuous with its prominent inference the party and bar are the main staples in the gay community. Figure 25: Decisions Poster Figure 26 below is another advert for condoms with a bit of humour thrown. The message however, is anything but comical. This advert is aimed at raising awareness to the need to use condoms. The raincoat and rubber boats worn by the model in the poster are good visual reinforcements to the message being sent. Again, however the play on words ‘good boys’ implies anything but. Figure 26: Good Boys Figure 27: Bound by Chains Figure 27 above is a poster from the United States drawing a comparison between the AIDS pandemic and slavery, rather the lack of understanding and ignorance about the disease make us a slave to it. Had it not been designed and distributed by an African American organisation it may have been viewed as offensive by many. However, the message it sends is powerful, without knowledge which can be promulgated through the media which can reach thousands of people almost instantaneously AIDS will win. Getting that message out that the best defence is understanding your opponent is a positive message. Figure 28 below is one of the few adverts that were directed towards females. Considering that females have a greater chance to contracting the virus due to the inherent biological make up of the female body, the author found it rather disheartening that more messages were not directed towards females. The rising rate of infection amongst younger heterosexual females within the UK, in particular, demonstrates the need for increased awareness. Unfortunately, this advert was not from a UK based source. Figure 28: Queenie Poster Figure 29 below is one of the few adverts depicting a heterosexual couple that displayed the message of safe sex. The awareness to the rising rate of infection amongst young people needs to be more widely disseminated. Although this advert is from France, the message is plain and simple – ‘normal’ everyday couples or singles need to take precautions to protect themselves. Figure 29: Safe Sex Poster Figure 30 below is a playful poster using bright colours and a cartoon image that will appeal to children and adults as well. The simple message is easily understood and plainly states what we all need to hear over and over, we need to understand the disease and be well educated as to the facts and the myths. With that knowledge we can protect ourselves. Again, education and understanding are stressed. This poster displays a positive message in a non condemning manner. Figure 30: Be Aware Poster Figure 31 displays a photograph more reminiscent of the early days of AIDS media coverage. It is shocking and frightening and is meant almost as a warning – this could be you. The photographer captured the emotions of the subject, an almost haunted frightened expression that one can not easily forget. Figure 31: Final Stages Figure 32 below is the second advert found that is aimed at the female population. It portrays a positive message for women. It is an empowering statement and the use of colour captures the eye. It not only sends the message that women need to protect themselves from contracting the virus through the use of condoms, but it also sends the message, again, of the importance of education and knowledge in combating the disease. Lastly, it sends the message that women need to protect them, take responsibility for ensuring their own safety. Rose (2001) found when analysing media displays of AIDS from the late 1990s that too often these campaigns tended to romanticise sex “ because the visual language employed comes from the erotic vocabulary of mass advertising” (p. 161) implying that rather than paint a picture of reality the media portrayed what would sell. The end result of this was that the female was often and too a great extent still is portrayed as subservient to her male partner. Such messages perpetuate stereotypes – whether directed at gender or race. The message AIDS awareness campaigns need to stress are education and empowerment. Too often that is lacking in the images the media puts before the public. Figure 32: Women Protecting Themselves Figure 33 although not an advert by a real life goodbye reminds us that AIDS in addition to being a pandemic is a uniquely personal tragedy for everyone and anyone who has lost someone to the disease. Photographs such as these remind each of us that perhaps it is just luck that separates us from the person lying on the bed. Figure 33: Good-Byes Read More