Comments on: Jackie Chan Fighting HIV in China

by: Kevin Dean

Tue, 19 Feb 2008 01:41:45 +0000

Miss Ah Jinny - Although I am generally cocerned with the implicit messages in media, and obviously agree that using negative implicit messages in a public service announcment is inappropriate, the violence in this PSA doesn’t bother me.

Although I do think that the subtext of linking sex and violence is a little questionable, I still think it passes the sniff test. I also do not believe that it is mysogynist. For starters the woman wins in the end. But the violence is also not particularly brutal, and looks like it may actually be intended for sport or fun (maybe, hard to tell, probably the film team wasn’t thinking about it that hard). But I’m a man, so maybe that is skewing my interpretation.

I’d also like to point out that this PSA was made for a Chinese audience, and it is difficult for us to say what implicit messages that audience will find in it. My original post was on the explicit health messages in the PSA, which are much more easily judged across cultures.

by: Miss Ah Jinny

Sun, 17 Feb 2008 13:15:23 +0000

Haven’t you noticed that the video features a man beating a woman?

by: E Cook

Thu, 31 Jan 2008 13:27:54 +0000

Sure, it’s much more fun for many to sit at their desk and criticize the efforts of others who are trying to do something about a problem. And part of the problem about HIV/AIDS or any other prevention program is that, let’s face it, images of getting sick and possibly dying or causing your loved ones to suffer are so negative that we put it in that “negative compartment” in our brain. When we are happy and having pleasurable contact with someone else we are disinclined to tap into that negative compartment, especially if we think our partner might lose their amorous interest if we introduce an unpleasant topic. So these ads are actually quite sophisticated in that they are combining the pleasant “Life is Good” images, music, and resulting feelings with the prevention warnings– so that maybe, just maybe, prevention will not be shut quite so far away in that negative part of the thought process.

by: Alanna

Wed, 30 Jan 2008 21:13:00 +0000

Is it fun to point out the negative, or is it that the Gates Foundation, because of its sheer hugeness, is being treated with the critical eye that one takes to any other major donor?

by: Kevin Dean

Tue, 29 Jan 2008 18:41:16 +0000

Good comment, with any luck this exists as part of a broader communication campaign that will also produce some more frank materials, perhaps not as high profile as this, that target specific audiences.

Still, do you think these ads actually present the risks or realities of HIV to an uninformed audience? Don’t general messages such as this run the risk of exacerbating stigma by telling people to worry without anything specific to worry about?

Thanks for reading.

by: E Cook

Tue, 29 Jan 2008 18:13:50 +0000

From a public health perspective, there are 2 major battles: the first is getting people to understand their risk, and secondly, motivating them to take action to protect themselves and others. Prevention info such as how to use a condom is important, but secondary to tackling the belief and behavioral issues-will they actually purchase and use that condom. These ads are absolutely excellent in addressing the problems of risk and motivation, at least from a soft sell standpoint, and I really like the slogan “Protect Yourself; Treasure Others”. I say “Kudos to the Gates Foundation” for its support.