Deconstructing gender and sexuality discourses in “Brothers for Life” : a critical look at chronotopes of consumption in HIV/AIDS prevention campaigns
Despite batteries of interventions to change the dynamics of HIV in South African communities, increasing HIV prevalence suggests that much more needs to be done to stem the tides of infection. Issues of language and communication around HIV/AIDS in particular merit more attention. One aspect of the...
| Main Authors: | , |
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| Format: | Article |
| Language: | Afrikaans |
| Published: |
Stellenbosch University
2012-12-01
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| Series: | Stellenbosch Papers in Linguistics Plus |
| Subjects: | |
| Online Access: | https://spilplus.journals.ac.za/pub/article/view/82 |
| _version_ | 1818438072461688832 |
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| author | Luphondo, Nobuhle Beauty Stroud, Christopher |
| author_facet | Luphondo, Nobuhle Beauty Stroud, Christopher |
| author_sort | Luphondo, Nobuhle Beauty |
| collection | DOAJ |
| description | Despite batteries of interventions to change the dynamics of HIV in South African communities, increasing HIV prevalence suggests that much more needs to be done to stem the tides of infection. Issues of language and communication around HIV/AIDS in particular merit more attention. One aspect of the efficacy of HIV/AIDS discourses is the question of what extent they may serve to (inadvertently) reproduce sexual practices and mores inimical to HIV/AIDS prevention. This paper conducts a chronotopic and multimodal analysis of a popular South African campaign ‘Brothers for Life’ from this perspective. The campaign is an attempt to promote ‘new’ role models for South African men in order to get to grips with one of the most serious factors behind the spread of HIV/AIDS, namely male violence against women and children. The analysis suggests that past ideals of masculinity continue to find resonance in masculinities of the present, although framed, mediated and reindexicalized in late modern discourses of consumerism. Thus foundational assumptions on figurations of masculinity and male sexuality appear to remain largely consistent across generations. |
| first_indexed | 2024-12-14T17:34:45Z |
| format | Article |
| id | doaj.art-339b0d8d881d411bbd54d3fa8201f1ac |
| institution | Directory Open Access Journal |
| issn | 1726-541X 2224-3380 |
| language | Afrikaans |
| last_indexed | 2024-12-14T17:34:45Z |
| publishDate | 2012-12-01 |
| publisher | Stellenbosch University |
| record_format | Article |
| series | Stellenbosch Papers in Linguistics Plus |
| spelling | doaj.art-339b0d8d881d411bbd54d3fa8201f1ac2022-12-21T22:53:01ZafrStellenbosch UniversityStellenbosch Papers in Linguistics Plus1726-541X2224-33802012-12-01410415810.5842/41-0-82Deconstructing gender and sexuality discourses in “Brothers for Life” : a critical look at chronotopes of consumption in HIV/AIDS prevention campaignsLuphondo, Nobuhle Beauty0Stroud, Christopher1University of the Western Cape, South AfricaUniversity of the Western Cape, South AfricaDespite batteries of interventions to change the dynamics of HIV in South African communities, increasing HIV prevalence suggests that much more needs to be done to stem the tides of infection. Issues of language and communication around HIV/AIDS in particular merit more attention. One aspect of the efficacy of HIV/AIDS discourses is the question of what extent they may serve to (inadvertently) reproduce sexual practices and mores inimical to HIV/AIDS prevention. This paper conducts a chronotopic and multimodal analysis of a popular South African campaign ‘Brothers for Life’ from this perspective. The campaign is an attempt to promote ‘new’ role models for South African men in order to get to grips with one of the most serious factors behind the spread of HIV/AIDS, namely male violence against women and children. The analysis suggests that past ideals of masculinity continue to find resonance in masculinities of the present, although framed, mediated and reindexicalized in late modern discourses of consumerism. Thus foundational assumptions on figurations of masculinity and male sexuality appear to remain largely consistent across generations.https://spilplus.journals.ac.za/pub/article/view/82western capehiv/aidsgendersexualitymultimodalitymale patriarchyviolencechronotope |
| spellingShingle | Luphondo, Nobuhle Beauty Stroud, Christopher Deconstructing gender and sexuality discourses in “Brothers for Life” : a critical look at chronotopes of consumption in HIV/AIDS prevention campaigns Stellenbosch Papers in Linguistics Plus western cape hiv/aids gender sexuality multimodality male patriarchy violence chronotope |
| title | Deconstructing gender and sexuality discourses in “Brothers for Life” : a critical look at chronotopes of consumption in HIV/AIDS prevention campaigns |
| title_full | Deconstructing gender and sexuality discourses in “Brothers for Life” : a critical look at chronotopes of consumption in HIV/AIDS prevention campaigns |
| title_fullStr | Deconstructing gender and sexuality discourses in “Brothers for Life” : a critical look at chronotopes of consumption in HIV/AIDS prevention campaigns |
| title_full_unstemmed | Deconstructing gender and sexuality discourses in “Brothers for Life” : a critical look at chronotopes of consumption in HIV/AIDS prevention campaigns |
| title_short | Deconstructing gender and sexuality discourses in “Brothers for Life” : a critical look at chronotopes of consumption in HIV/AIDS prevention campaigns |
| title_sort | deconstructing gender and sexuality discourses in brothers for life a critical look at chronotopes of consumption in hiv aids prevention campaigns |
| topic | western cape hiv/aids gender sexuality multimodality male patriarchy violence chronotope |
| url | https://spilplus.journals.ac.za/pub/article/view/82 |
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