Margaret Mcnab

Representing Aids in Africa: Implications for Pharmaceutical Industry Response Margaret Mcnab

Consider the manner in which the AIDS epidemic in Africa has been presented in US print media. One need only look at back issues of any major news publication to identify certain recurring themes and images. AIDS presented unprecedented challenges to the ill; it has been attached to a set of stereotypes and assumptions about the peripheral populations traditionally afflicted with the disease. Motivation to pursue the development of treatment was tainted by perceptions of AIDS. One of the challenges inherent in research and treatment issues of the AIDS epidemic is the representation of AIDS itself and the subsequent construction of public knowledge on the subject. This research study analyzes the relationship between the changing linguistic and image based representation of the AIDS epidemic in Africa in US print media and the charitable assistance behaviors of select pharmaceutical drug companies. Results reveal a correlation between a change in the representation of AIDS in Africa and pharmaceutical industry response to the issue by making treatment more affordable to the African patient.