Ways to Discursive Management of Stigma in the Self-Presentations of HIV Activists in Social Networks

The master's thesis studies the methods of discursive management of stigma in the self-presentations of HIV activists within social networks. The sociological dictionary defines stigmatization as «labeling», formed into a recognizable image in the mass consciousness by characteristic features, by which membership in a group is recognized . Nevertheless, the most important characteristic of the stigma that distinguishes it from the stereotype is the explanation of deviant behavior in connection with the ability of more influential groups to label members of less influential groups as «deviant». Stigmatization of people living with HIV (hereinafter referred to as PLHIV) can lead to self-stigmatization, and, consequently, the development of the HIV dissidence movement, which involves the treatment rejection, ignoring the diagnosis and means of protection, leading to a greater spread of infection. In the modern information society, the Internet and social networks are becoming one of the most important channels for transforming the public sphere. The development of social networks as a new communication channel leads to the fact that self-presentation in social networks becomes an integral part of social life and contributes to the creation of a certain image in the public sphere. Using the analysis of text and video publications, as well as visual images, the meanings given to the problem of HIV/AIDS are being reconstructed. The empirical basis is represented by the author's research based on the results of online monitoring of HIV activists’ accounts in the Instagram social network. The study, based on the constructionist paradigm, revealed that the coverage of the HIV/AIDS social problem is implemented in the discourse of HIV activists through the rhetoric of empowerment. As a result of the analysis, the main characteristics of self-presentation of HIV activists in social networks, strategies and methods of discursive management of stigma implemented by HIV activists, were identified.