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Despite batteries of interventions to change the dynamics of HIV in South African communities, increasing HIV prevalence suggests that much more needs to be done to stem the tides of infection. Specifically issues of language and communication around HIV/AIDS merit more attention. One aspect of the efficacy of HIV/AIDS discourses is the question of what extent they may serve to (inadvertently) reproduce sexual practices and mores inimical to HIV/AIDS prevention. This paper conducts a chronotopic and multimodal analysis of a popular South African campaign "Brothers for Life" from this perspective. The campaign is an attempt to promote 'new' role models for South African men in order to get to grips with one of the most serious factors behind the spread of HIV/AIDS, namely male violence against women and children. The analysis suggests that past ideals of masculinity continue to find resonance in masculinities of the present, although framed, mediated and reindexicalized in late modern discourses of consumerism. Thus foundational assumptions on figurations of masculinity and male sexuality appear to remain largely consistent across generations.

Deconstructing gender and sexuality discourses in “Brothers for Life”: A critical look at chronotopes of consumption in HIV/AIDS prevention campaigns