POLÍTICAS PÚBLICAS DE SAÚDE E CAMPANHAS DE PREVENÇÃO À AIDS: RESGATANDO ALGUMAS CONTROVÉRSIAS ENFRENTADAS NAS DÉCADAS DE 1980 E 1990.

Abstract

The study examines how during the 1980 and 1990 the annoyances and issuesgenerated in the verification of AIDS (Acquired Immune Deficiency Syndrome) as a diseaseand conflicts between groups responsible professionals - doctors and advertising - for knowledgeproduction, processing and dissemination pathology, resulting in campaigns that haveas central elements of the speech mark expository, simultaneous recognition and prohibitionof sexual practices. Faced with such a dynamic, campaigns to combat HIV / AIDS are of aninformational nature predominantly on the use of condoms. The idea of prevention is mitigatedby the polysemy of messages and images and by a standardized presentation of the96 ARTIGO Tempo da Ciência (18) 35 : , 1º semestre 2011condom. This proposal results in the transmission of advertisements ambiguous, contradictoryand reductionist, directed primarily to the heterosexual male audience, nurturing andchallenging at the same time, the traditional gender behaviors and hardly spoke over thepublic homosexual and bisexual. This direction is consistent with the logic of social imaginationand compromises the very traditional classical division, and even contemporary medicineon sexual orientations - straight, gay or bisexual, reaffirming clearly ancient prejudices.Given this situation, the campaigns of AIDS transmit information which exempts the recipient,so think of AIDS as an epidemic disease and serious as to prevent against it.