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Abstract This paper presents the results of a critical discourse analysis of the portrayal of HIV/AIDS in the 20 highest circulating mass print media magazines in Canada in 1991, 1996 and 2001. It is a follow-up of studies describing the conflation of homophobia and HIV/AIDS in media portrayal studies beginning in the 1980s. It provides an examination of more recent stories during a time when the epidemiological characteristics of HIV/AIDS changed to incorporate widespread heterosexual transmission. While the paper documents the continuing presence of homophobia, its portrayal has become indirect and subtle. It is not evident in the explicit descriptions of the sexual or drug-taking characteristics of people with HIV/AIDS, as in the past, but rather in the paradoxical extolling of heterosexuality and hegemonic masculinity. It is also evident in the emphasis on the differences between innocent and guilty victims of HIV/AIDS. There is also a focus on celebrities, both those with HIV/AIDS and those working to help those with HIV/AIDS. Conventional allopathic medicine continued to be emphasized as the primary way to deal with the disease. Alternative stories regarding topics such as prevention, social support for those sickened by HIV/AIDS and the role of poverty and racism in disease spread were ignored. There was some brief discussion of the importance of religion. Discussion of ethics related largely to ways of protecting innocent victims from the disease. The implications of this portrayal are discussed. Keywords: Media portrayalHIV/AIDShomosexuality Acknowledgement This research was supported by a grant from the Social Sciences and Humanities Research Council of Canada.
Juanne N. Clarke (Fri,) studied this question.