1Assistant Professor, Department of Film Studies and Visual Communication, The English and Foreign Languages University, Hyderabad, India
2Assistant Professor, Department of Journalism and Mass Communication, The English and Foreign Languages University, Hyderabad, India
*This paper was presented at the International Association for Media and Communication Research (IAMCR) annual conference at Istanbul, Turkey, 13–17 July 2011.
In a country like India, films play an important role in constructing and shaping the public sphere on various social issues such as Human Immunodeficiency Virus (HIV) and Acquired Immunodeficiency Syndrome (AIDS). However, not many films have dealt with this pertinent issue. Only few films have brought in this social reality within their discourse and have attempted to pass on the messages on normative sexual health practices, social ostracisation of HIV/AIDS affected persons and address the issues of transmission of HIV. Eventually, these films also tend take a high moral seat when the messages emanate about shattering of family bondages in the elite classes. Though, they never touch upon the impact of HIV and AIDS and social outcasts in the rural population. Thus, the films end up as ‘sermons’ for the urban as well as rural population, who according to it are to be ‘morally taught’ about. This paper critically examines the representation and social construction of HIV/AIDS in three Hindi mainstream films, looking at the aspect of how the HIV/AIDS subject is constructed amongst the urban populations; how the various stigmas, misconceptions and acceptance levels are addressed through the narratives; and the manner in which the politics of normative sexual health is challenged through the cinematic medium.
HIV, AIDS, Social construction, Hindi cinema, Social outcasts
