Jump to ContentJump to Main Navigation
The Culture of AIDS in AfricaHope and Healing Through Music and the Arts$
Users without a subscription are not able to see the full content.

Gregory Barz and Judah Cohen

Print publication date: 2011

Print ISBN-13: 9780199744473

Published to Oxford Scholarship Online: May 2015

DOI: 10.1093/acprof:osobl/9780199744473.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 15 October 2021

HIV/AIDS Poster Campaigns in Malawi1

HIV/AIDS Poster Campaigns in Malawi1

(p.131) 12 HIV/AIDS Poster Campaigns in Malawi1
The Culture of AIDS in Africa

Eckhard Breitinger

Oxford University Press

This chapter examines the ways public visual culture reorients images, aphorisms, and cultural norms into anti-AIDS messages by focusing on HIV/AIDS poster campaigns in Malawi. It shows how frequently seen and strategically placed public placards can make a state-sponsored campaign effective in transforming entire landscapes of discourse to conform to desired parameters of HIV/AIDS knowledge. The posters display moral, ethical, and aesthetic values that are current in sections of Malawian society, thus offering one strategy for government intervention in a multi-front battle against a devastating and vexing pandemic. The concluding statement of all these posters is: Kukhulupirirana wamba sikungakutetezeni ku kachilombo ka HIV (Just trusting each other cannot protect you against the HIV virus). The term kachilombo (meaning virus) provides a remarkable example of how African languages manage to transliterate medical, technical, or scientific terms into elegant and precisely coined phrases through allegorical or proverbial figurative speech.

Keywords:   visual culture, HIV/AIDS, poster campaigns, Malawi, public placards, posters, kachilombo

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .