Transforming HIV and AIDS Perceptions: A Sociolinguistic Analysis of Zimbabwean AIDS Campaign Posters

Abstract

This paper seeks to analyze the language used to talk about HIV and AIDSin selected previous and current Zimbabwean campaign posters. Theanalysis is guided by Critical Discourse Analysis (CDA). An in-depth textualanalysis of the posters is carried out focusing on linguistic features such asvocabulary, grammar, cohesion and text structure. This is followed by acomparative analysis of the linguistic features used in earlier and latermessages to ascertain whether and how the HIV and AIDSconceptualization has transformed. It is argued that the language used torefer to HIV and AIDS is gradually shifting from the fatal and pessimisticview of the pandemic to acceptance, tolerance and optimism. It is concludedthat language is double edged; it is socially constitutive and sociallyconstituted. This means that it is shaped by and reflects social reality andits structures, and in turn it influences the construction of that very realityby shaping people ' s perceptions of and reactions to their world.