Ten years of AIDS images in the Puerto Rican press: 1983-1992.

The press is in a pivotal position to shape public perceptions of HIV/AIDS through both metaphorical language and visual images. This study reviewed and classified all visual items in Puerto Ricos five major daily newspapers that included references to HIV/AIDS. The most common theme (43%) of the 1061 AIDS-related nonphotographic illustrations or cartoons was death. Moreover in 70% of the images of death the death figure or skeleton appeared without any other figures conveying a message that AIDS equals death. In other cases AIDS is portrayed as a monster devouring Puerto Rico. The person with AIDS is almost always presented as a solitary depressed weakened unkempt male. Overall 73.2% of images conveyed a negative approach to HIV/AIDS; only 7.9% were positive (e.g. portrayals of safe sex) or hopeful. Although the AIDS epidemic has changed in several ways in recent years its image in the Puerto Rican press has remained static. Through the use of nonjudgmental language and images the press can help to educate the public that AIDS is becoming more manageable as a chronic rather than immediately fatal disease. Messages that equate AIDS with death should be replaced with ones promoting safer sex practices.