"The shameless woman" and "the responsible cheater" : analysing gender representations in public service annoucements for HIV/AIDS prevention

• Autor(a) principal: Meyer, Dagmar Elisabeth Estermann
• Data de Publicação: 2006
• Outros Autores: Santos, Luís Henrique Sacchi dos, Oliveira, Dora Lúcia Leidens Corrêa de, Wilhelms, Daniela Montano, Hoff, Jeffrey
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Institucional da UFRGS
• Texto Completo: http://hdl.handle.net/10183/79361
• topic: Televisão (Comunicação); AIDS; Campanha nacional de prevenção; Políticas públicas; Gênero; Mulher; Representação; Análise do discurso; Brasil; Health education; Cultural and gender studies; Prevention of HIV/AIDS; Gender representations

From the perspective of community health agents who work in the Family Health Program in the periphery of Porto Alegre, RS, this article discusses Public Service Announcements that were part of official HIV-AIDS prevention campaigns implemented in Brazil from 1994-2000. The purpose is to contribute to a critical reading of this type of material, considering the gender relations they present. The paper analyzes, from a cultural-analysis focus, discourses that institute two representations: that of “the shameless woman” and of the “responsible cheater”. It argues that representations such as these are produced by the information that supports the prevention campaigns and wind up reiterating gender and sexual behaviors and practices that the campaigns intend to transform or change.