‘I will not share my partner: The ‘care of the self’ in an HIV prevention campaign

Irene M. Segopolo; Keyan G. Tomaselli

doi:10.1386/jams.9.1.91_1

‘I will not share my partner: The ‘care of the self’ in an HIV prevention campaign

Irene M. Segopolo, Keyan G. Tomaselli

Communication and Media Studies

University of Botswana

Research output: Contribution to journal › Article › peer-review

1 Citation (Scopus)

Abstract

This article presents a textual examination and reception analysis of a HIV/AIDS poster used by the University of KwaZulu-Natal students during 2006–09. It examines how discourses construct self-responsibility for sexual health among female students. Discourse analysis, language and visual strategies are applied to reveal gender stereotypes. The article argues that an alternative discourse of femininity is used centring on female power bordering on active participation through the use of the discursive self ‘I’ in order to promote self-surveillance and individual agency.

Original language	English
Pages (from-to)	91-111
Number of pages	21
Journal	Journal of African Media Studies
Volume	9
Issue number	1
DOIs	https://doi.org/10.1386/jams.9.1.91_1
Publication status	Published - 2017

Keywords

Discourse analysis
Representations
Responsibility
Risk
Self-surveillance
Sexuality

ASJC Scopus subject areas

Communication

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1386/jams.9.1.91_1

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AB - This article presents a textual examination and reception analysis of a HIV/AIDS poster used by the University of KwaZulu-Natal students during 2006–09. It examines how discourses construct self-responsibility for sexual health among female students. Discourse analysis, language and visual strategies are applied to reveal gender stereotypes. The article argues that an alternative discourse of femininity is used centring on female power bordering on active participation through the use of the discursive self ‘I’ in order to promote self-surveillance and individual agency.

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‘I will not share my partner: The ‘care of the self’ in an HIV prevention campaign

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

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