It’s a sultry summer evening in 2002 in Johannesburg , South Africa ’s sprawling metropolis. The South African Broadcasting Corporation’s (SABC) 8 pm news bulletin is about to be broadcast. The service’s health correspondent has filed a story on the exorbitant prices of anti-retrovirals in the country. The report’s main focus is upon a woman with HIV who can’t afford the life prolonging medication.
The journalist has written a note in the corporation’s news filing system that the subtitle to appear on the TV screen when the woman begins speaking should read: “Person living with HIV/AIDS (PLWHA)” and not “AIDS sufferer” or “victim”.
But there are murmurs of dissatisfaction amongst the news team about the reporter’s request.
Technical staff say it simply isn’t feasible; that the subtitle suggested by the health correspondent - which they’d be required to scroll across the screen during the live broadcast of the bulletin – is too lengthy. Some editors say the acronym “makes no sense”. Pressure builds as the deadline rapidly approaches.
To add to the palpable tension in the studio, the medical journalist has chosen to be present during the news broadcast, in an effort to ensure that her request that t he woman she has interviewed be labeled a PLWHA – or, at the very least, “Person with HIV” - is fulfilled…. After all, if the woman is branded “victim” or “sufferer” by South Africa’s national broadcaster, it is she – the reporter – who will be bombarded by calls from furious AIDS activists, not the editors or the technical staff members.
The journalist knows this from experience…. This isn’t the first time she’s found herself on this precipice, straddling this gossamer line between dedication to reportage and respect for human rights.
She is constantly, and deeply, aware of the activist’s argument, that HIV-positive people can live long and healthy lives, and that referring to them as “sufferers” or “victims” is disempowering and even discriminatory towards them, and creates the impression that everyone with HIV is decaying in bed, shells pathetically succumbing to death, with no control whatsoever over the situation.
I was the health correspondent described above. Scenarios like the one above took place more than a few times between the years of 1994 to 2002, when I was employed by South Africa ’s public broadcaster to report on health issues in the country.
As I grew into the job, I naturally formed close ties with members of SA’s vocal - and sometimes downright militant - AIDS activist community. In the face of a president (Thabo Mbeki) who denied the very existence of the virus present in many of their bodies, and communities which often attacked, viciously assaulted and sometimes murdered those found to be HIV-positive, these advocacy groups exuded pure strength and bitter determination. They could not have survived otherwise. It was upon their instruction – and often their brutal insistence – that I learned to avoid the use of terms they considered stigmatizing and insulting when I reported on AIDS.
But, at the time, many of my editors argued that – because they didn’t have access to the necessary drugs, most South Africans infected with HIV were indeed “suffering victims”, and would eventually fall sick with AIDS-related illnesses and die. They pointed out that the media referred to people with other chronic illnesses, such as diabetes and cancer, as “sufferers” and “victims”, and asked why AIDS should be treated “differently” and “specially”.
The difference is, of course, that the HIV epidemic is the most politicized and stigmatized disease the world has ever seen. And the manifestation of this is especially prevalent in a country like South Africa . The mere fact that there are AIDS activists - and not cancer or malaria activists - is incontrovertible proof thereof. And language and politics are intertwined; language shapes beliefs and influences behavior.
When AIDS interest groups put pressure on journalists to use certain terms surrounding HIV, and to avoid others, they exercise great and unprecedented influence over the media…. In so doing, influencing the way that members of the public talk about the epidemic.
In the case of AIDS, insensitive language and inaccurate medical terms can foment stigma and discrimination.
Anton Harber, the head of the Journalism Programme , that hosts the HIV/AIDS and the Media Program at the University of the Witwatersrand in South Africa, says: “Journalists have a fundamental responsibility to use language accurately and appropriately” and should strive to minimize any harm they may cause through usage of certain terms.
But the task of language usage when reporting on AIDS and the people it affects is sometimes more daunting than it sounds.
The latest list of the UNAIDS Terminology Guidelines contains 14 pages of terms that reporters are often expected to use – many of them politically correct NGO jargon, such as “orphans and vulnerable children”, “opportunistic infections” and “client-initiated testing” that many newspaper readers, radio listeners and TV viewers are unlikely to understand.
To the ears of seasoned media practitioners, many of these terms also sound boring and colorless.
And the list of “politically correct” AIDS terms continues to lengthen, with activists becoming increasingly prescriptive and pushy when attempting to compel journalists to use their preferred terminology.
“I’ve often bristled when told by public health colleagues that I can’t or shouldn’t use certain words because they ‘carry a different meaning’ in the context of HIV/AIDS,” says John Pitman, a former VOA journalist now working as a blood safety technical advisor for a United States government HIV program.
Pitman believes that journalists should be aware of the “risks attached to certain words” - like “sufferer” or “victim” - but that “they should not be forced to use the dissembling jargon of global health, if it undermines their ability to tell a story truthfully and honestly.”
Professor Harber echoes this, arguing that reporters should not allow anyone to prescribe to them.
“We should use our judgment to select the appropriate words and phrases, but keep a keen ear for suggestions that the language we choose may be harmful or inaccurate. In other words, we should listen to activists - but not allow them to decide (what language reporters use). Activists, after all, may have special interests, or a narrow view - or they may be just plain wrong.”
A study conducted by the University of the Northwest in SA in 2005 found that the country’s print media regularly portrayed people with HIV as “victims”, and that such language usage negatively influenced the way in which readers talked about the disease. But, the research also argued that the many terms that activists demand that people use when describing the epidemic, were sometimes unrealistic.
“What is HIV/AIDS other than a ‘dreaded disease’?” the researchers asked. “It is to some extent necessary to tell people how ravaging AIDS is, to make sure they do not become unconcerned, without falling into the trap of sensationalism.”
It’s not only the South African media that sometimes uses words that AIDS activists and experts don’t approve of…. Many US newspapers and broadcasters do the same. A search of the Washington Post and CNN archives from the past year shows that terms such as “fight” or “war” against AIDS, AIDS “victim”, “patient” and “AIDS virus” – terms that AIDS activists disapprove of for various reasons – remain common.
But, many in the media say there are good reasons for this. Some media professionals argue that a blanket ban of certain terms is not constructive.
“It’s about using a term responsibly and sensitively,” says one of South Africa ’s leading health journalists, Anso Thom. “I think when you use ‘sufferer’ within context, it says more than a million words could ever say. But then you have to understand that you need to communicate the context within which you are using it.”
John Pitman agrees. He argues that many people still die as a result of HIV-related illnesses - despite the fact that ARV’s are becoming increasingly accessible.
“(The term) ‘living with’ has its place to describe the courage and humanity of people struggling to survive – but suffering’ remains a reality across the world. It shouldn’t be banished from stories about the pandemic,” he emphasizes.
The UNAIDS preferred terminology list also disapproves of referring to the “response” to AIDS as the “fight” or “war” against AIDS. The authors argue that these words are “combatant language” that can instill fear, and therefore instill negativity around HIV/AIDS in the public mind.
But, even the experts are extremely confused about the language they should use – or they simply disagree with the prescriptions forced upon them by AIDS advocacy organizations: In the March 9 edition of the Washington Blade , a weekly newspaper published in Washington D.C. with a predominantly gay readership, the US Department of Health and Human Services and National Institutes of Health advertised for HIV-positive volunteers for a clinical trial using the catch phrase: “Help in the fight against HIV/AIDS.”
And, often, the activists themselves use language that they themselves say don’t approve of. According to the UNAIDS list, it’s scientifically incorrect to say that “AIDS has killed someone” or that “someone has died of AIDS”. It should be “HIV-related” or “AIDS-related illness”, because AIDS – a syndrome – can’t lead to death. Yet, on 20 February this year, the South African Treatment Action Campaign’s (TAC) Nathan Geffen, a leading AIDS activist in SA, published an article that used the following sentence as its opener: “In 1997, Judge Edwin Cameron nearly died of AIDS.”
Most people will, of course, understand what Geffen meant with his sentence; it is, after all, written in the way that most people generally talk about AIDS. Yet, according to many activists, it’s scientifically incorrect and may even be discriminatory.
Journalists often ask: If the experts and activists themselves alternate terms about AIDS, how do they expect the media to constantly conform to their often brusque demands?
It’s doubtful whether readers, listeners and viewers are able to understand many of these “preferred” terms. Orphans and vulnerable children (OVC’s) is another politically correct term that many experts demand reporters to use. But, according to Thom, her readers can’t make sense of it.
“If I had to use ‘vulnerable children’, they would be really confused. Our job is to help readers understand the issues - not to make it more difficult. I think ‘orphans’ is a much more dignified term than OVC’s. If we use such a term, we are in danger of turning children into acronyms, and that is really unfortunate.”
NPR science correspondent, Brenda Wilson - who has frequently reported on AIDS in Africa - is of similar inclination.
“My listeners would not understand what I’m talking about if I referred to children orphaned by AIDS as ‘orphans and vulnerable children’. It’s too NGO-ish. I just use the word ‘orphan’, otherwise no one would know what I am talking about.”
For Kenyan radio journalist, Anne Waithera , the UNAIDS definition of orphan – a child who has lost one or both parents to HIV/AIDS – is equally confusing.
“In Kenya , an orphan means someone who has lost both parents. A child with one parent would be referred to as ‘a child from a single parent family’ and those are very common in Kenya . The word orphan gives the idea that the child is totally alone…. which makes the ‘orphan’ statistics that refer to all children that has lost one parent to AIDS open to misleading interpretations.”
Yet, NGOs refer to OVC’s in most of their press releases and interviews with journalists. It’s one of the biggest challenges Pitman faces, when training public health PR officers in effective media relations.
“I try to emphasize that just because they know what an OVC, VCT or PLWHA means - that does not mean they’re the right words or acronyms to use when communicating with the public. On a couple of occasions I’ve asked PR people to read their releases aloud. Then I take the paper away and ask them to describe the event or issues in their own words, as if they were describing it to an uncle or cousin. It’s sometimes a struggle, but the verbal recounting usually resonates in a way the regurgitated lingo doesn’t.”
A recent case in point is that of a television journalist in Kenya …. The reporter’s editors met with AIDS activists. After the meeting, the activists gave a list of preferred terminology to the editors. One of the activists’ recommendations was that people with HIV should never be referred to as “AIDS patients”, as, they stressed, many were able to live long and healthy lives and were therefore not “patients”. Shortly after the meeting, the journalist was sent to a hospital to cover a story about a person who was sick with HIV-related illnesses. Upon the reporter’s return, her editor refused to permit her to use the word “patient” in her script – even though the story was all about an emaciated man in a hospital bed who was – and this could very clearly be seen in the TV visuals – very ill.
“My editor says he’s been told to follow this list, or there’ll be big trouble,” says the journalist. “It’s now part of our broadcasting code and can’t be adjusted.”
Thom disagrees with the kind of “stifling prescription” that sometimes happens in the AIDS sphere. That certain terms are accorded “usage status” to the “total and dictatorial exclusion” of all others, rankles her.
“I think we have to acknowledge that there are journalists who have done a lot of damage by using terms in a derogatory manner, terms that feed AIDS-related stigma. But I think every story is different, every country is different and it is unfortunate if we expect to have one set of ‘rules’ for all AIDS-related stories.”
Thom believes the bottom line is: “As long as we do not harm people, we have to write the story in a way that makes the reader read it, and actually care about what has been written. We are not writing for the NGO community, we are writing for the man on the street. And it is often the man on the street that has the power to change the course of things.” - Mia Malan