Cultural and Anti-Stigma Analysis of Public Messaging Towards Reframing HIV Communication

Abstract

The research investigated the concept of public messaging pertaining to human immunodeficiency virus (HIV) in Malaybalay City, Bukidnon, Philippines with emphasis on the approach used in adopting stigma and culture. It followed a qualitative approach, particularly textual analysis, to analyze HIV materials that are publicly accessible within the past three years. Results indicated positive changes in the direction of supportive and empowerment-focused and neutral messages, such as localized Bisaya and service-oriented content. Nevertheless, there was an implicit stigma that was perpetuated in risk framing and moral undertones; cultural adaptation is disproportionate, and priority groups were being underrepresented or tokenized. Obstruction of access was caused by over-medicalized language and inconsistent application of the plain-language requirements. The research suggests that stigma- free communication guidelines be institutionalized, representation of key population groups be made authentic, local language and cultural adaptation be reinforced, and health workers', non-governmental organizations', and media practitioners’ capacity- building be implemented.