Biomedical Communication and Campaigns Against HIV/AIDS
Abstract
This article analyzes the evolution of the Spanish Ministry of Health’s HIV/AIDS information campaigns through the lens of cognitive framing and the discourse genres used to disseminate relevant information and influence behavior. After outlining a model for classifying the genres of biomedical communication, the article examines some of the modalities for disseminating scientific knowledge (Engberg 2023) and the persuasive strategies employed in the campaigns, which rely heavily on multimodality (Kress and van Leeuwen 2021) as a key tool. The findings reveal a clear progression from a framework focused on risk to one centered on combating the social stigma associated with HIV/AIDS. There is also a shift from a language of suffering to one of empathy. However, the study highlights a lack of greater institutional commitment to the use of digital genres and social networks
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