HSSM31 Applied Research Methods and Project Management University of Sunderland -

HOW MANY AWARE THAT

THERE IS NO CURE FOR AIDS?

Page 1 of 13
HSSM31 Applied Research Methods and Project Management University of Sunderland -

An Essay
On

HOW MANY AWARE THAT THERE IS NO

CURE FOR AIDS?

(A Discourse Analysis of an Advert for Act

against AIDS and protect oneself from AIDS)

Submitted

To
(Faculty of Sunderland University)

Submitted

By

(Xxxxxxxxxx)
Page 2 of 13
 HSSM31 Applied Research Methods and Project Management University of Sunderland -

(Student ID.........)

Table of Contents

BACKGROUND.............................................................................................................................................. 4
INTRODUCTION............................................................................................................................................ 4
AN ANALYSIS OF DESIGN, IDEOLOGY AND SUCCESS OF THE DISCOURSE.........................................................6
THE ROLE OF DISCOURSE IN SOCIAL CONSTRUCTION.....................................................................................7
VIEW ON PENDER’S MODEL AND SOCIAL CONSTRUCTION.............................................................................8
THE SOCIAL CONSTRUCTION AND FOUCAULT’S IDEA.....................................................................................8
DISCUSSION ON FINDINGS............................................................................................................................ 9
CONCLUSION STATEMENT............................................................................................................................. 9
RECOMMENDATIONS.................................................................................................................................. 10
BIBLIOGRAPHY............................................................................................................................................ 10
Appendices.............................................................................................................................................................11

Page 3 of 13
 HSSM31 Applied Research Methods and Project Management University of Sunderland -

Background
According to the statistics of World Health Organization, (WHO, 2019), in 2018 the HIV global
epidemic says there are 37.9 million people affected and surviving with HIV and newly
infected were 1.7 million and 0.8 million dead due to HIV related diseases, when comparing
it with 2010 there was an increase of 20% in HIV infected, but the mortality rate was -33%
and new infection rate was -16% annually compared to 2010. In addition there are 1.7
million were newly infected HIV and 770,000 HIV related deaths in 2018 year compared to
2010. The HIV/AIDS is an epidemic phenomenon, so it involved and affects
disproportionately large number of people in a population, community or a region, due to
that it is vital to take precaution to reduce mortality rate, more over the precaution steps to be with
strategically managed campaigns and Health Promotion Advertisements.

This discourse analysis deals with a Health Promotion Advertisement photograph (Figure-1)
with slogan “Act against Aids, there is still no cure for AIDS, Protect Yourself”. It will discuss
about the photograph, its design and analyse how successful it is; besides that explore the
ideological assumptions of the photograph and examines how it related with the relevant
theories of social construction and Foucault’s ideas.

Introduction
The raised question in this discourse analysis, “How many aware that there is no cure for
AIDS? This is a serious question and thought to whom this to ask and who will address this
question. The globalized environment has made a wide range of opportunities to flow
capital and humans, besides that the progress of tourism industry, transportation, advanced
technology, human resource flow from one country to another were factors to build a fertile
environment that never stops the Sexually Transmitted Diseases (STD’s). The global
environment is positively open for all, but the resources to approach or acquire knowledge,
awareness were limited to majority. Therefore the finger points to governments, influencing

Page 4 of 13
 HSSM31 Applied Research Methods and Project Management University of Sunderland -

organisations or agencies that, how they worked to make people aware of it that, there is no
cure for AIDS since it was identified.

As a global view point this serious issue has to be addressed. The majority has no facilities to
approach the information and authorities have limitations to approach the majority. The
hindrances and disparities to be overcome by financially and the technology should be
reached to everyone globally. Meanwhile this serious issue of awareness of AIDS and its
consequences and prevention awareness should be reached to everyone and it should
promoted with Health Promotion Advertisements. The Health Promotion Advertisements
has an important part to make awareness to Individual, Groups and societies.

Sexually Transmitted Diseases (STD) such as Venereal Diseases (VD) commonly spread
through unsafe sex activities, besides that the common STD’s are HIV, Genital Herpes,
Chlamydia, Genital Warts and Gonorrhoea more over different types of Hepatitis, syphilis
and trichomoniasis. Positive sex practices prevent the affection and health promotion
advertisements create awareness and helps to prevention of STD’s.

A well prepared health promotion advertising discourse positively impact on individuals,

groups, societies and communities. There is influence of living and working conditions of
people on their health. But health promotion has a dominant part to influence the health
behaviour of people, health promotion is a process that enables people to enhance the
control over their health and improve it and it has set of actions such as promote good
health and well being. The health promotion focuses on to achieve fairness in health and
reduce disparities in health, such as equal opportunity and resources allocation to achieve
maximum health possible to people.

The aim of health promotion and disease prevention campaigns are care people healthy, but
health promotion programs aims to empower communities to choose healthy behaviours
and put together to reduce the danger of embryonic chronic diseases and morbidities.
Consequently health promotion move with a broad and constructive health concept and it
required involvement and participation, moreover need action and competence and to set

Page 5 of 13
 HSSM31 Applied Research Methods and Project Management University of Sunderland -

view point and fair play in health, on such circumstances how successful this given
photograph to obtain health awareness with its design and ideology.

An analysis of design, ideology and success of the

discourse

Refers to WHO (World Health Organization, 2019), the Ottawa Charter defines health
promotion (Figure-2) as “a process of enabling people and groups to increase control over, and to
improve, their health and quality of life.” This concept emphasizes that the groups and
individuals to get better health also extensive selection of influence on health. The health

promotion activities are disease prevention and health wellness programs, more over
communication and build awareness regarding healthy behaviour and it can achieve through
communication strategies likewise public service announcements, health fairs, social or mass
media campaigns.

The assigned discourse photograph designed to fulfil the objectives of health promotion
advertisements. It reminds the viewers about, “Act against Aids, there is still no cure for
AIDS, Protect Yourself”, besides that the object that in a position of sexual intercourse
showed with a dead body tag brings awareness to the audience. The ideological concept was
successful and it generated new concept and awareness. More over it build a social
construction or a group with the newly constructed theory.

The Role of discourse in Social Construction

According to (encyclopedia.com, 2019), “Social constructs or social constructions define
meanings, notions, or connotations that are assigned to objects and events in the
environment and to people’s notions of their relationships to and interactions with these
objects. In the domain of social constructionist thought, a social construct is an idea or
notion that appears to be natural and obvious to people who accept it but may or may not
represent reality, so it remains largely an invention or artifice of a given society.”

Page 6 of 13
 HSSM31 Applied Research Methods and Project Management University of Sunderland -

The given discourse photograph (Fig-1) prepared for to create awareness for act against aids,
besides that to remind them that there is no cure for AIDS more over remind them to
protect self from AIDS. To express the seriousness of the topic, the discourse piece of image
constructed with slogans and objects express events, such as the leg part of two dead bodies
in a sexual intercourse position and hanged a dead body tag and the rest of the portion
covered with white cloth. In normal situation in society it is not acceptable, but it is
acceptable and it has no meaning or connection with reality, but it made an impact and it
represents and accepted by a large community.

“Social constructionism is the theory that people develop knowledge of the world in a social
context, and that much of what we perceive as reality depends on shared assumptions. From
a social constructionist perspective, many things we take for granted and believe are
objective reality are actually socially constructed, and thus, can change as society changes.”
(Vinny, 2019)

Refers to (Angela.K, 2016), the view point of social constructionist thought, the social build
may an idea, concept that may noticeable who agrees up on, but it may or may not stands
for authenticity and it remain as a discovery or a façade with an agreed culture and it is the
sense socially construct, besides that social construction thought is an idea that come out
and see natural and clear to those agreed on it and even if the fact may not reality. So it lef
over primarily a creation of artifice of an identified society and obtained meaning is socially
constructed.

The social construction now and then positioned in dissimilarity with biological
determination, biological determination says individual traits as well as behaviour
determines exclusively with biological factors, but social constructionism argues for
influence of environmental factors on human’s behaviour and relationship between humans
creates reality.

View on Pender’s Model and Social Construction

The health professional have major part to perform for to acquire the knowledge and
provide knowledge to patients or social groups, which include health promotions, caring the

Page 7 of 13
 HSSM31 Applied Research Methods and Project Management University of Sunderland -

overall well beeing of patients, protecting patients from chronic diseases and illness.
Therefore health professionals have to acquire knowledge on different Health promotion
models.

Pender’s health promotion model (Fig-3) is one of the vital model and it handles with
patients in a holistic approach, such as it approach patients background and self perception
in a holistic way. Therefore it allows health care professionals to get involved and prepare a
plan about the patient. (Ripollone, 2019) It allows nursing professionals not only focus on
specific health behaviors but also cost reduction and promote health in the society and
finally it integrate both theory and practice. (Angela.K, 2016)

The Social Construction and Foucault’s Idea

Refers to Michael Foucault (Foucault, 1981) discourse means, “Practices that systematically
form the objects of which they speak. Discourses are not about objects; they do not identity
objects, they constitute them and in the practice of doing so conceal their own invention.”

According to Foucault’s idea , discourse is a methodological tool used to explore not only
how the subject positions but also the experience that provided to individuals and groups.
More over believes that it is the tool to deevelop theory and it shows relation between
knowledge and various forms of social control, moreover argued that the fact what
differentiated understanding of the discourse from language is context, that means
discourses make sense inside of the contexts.

Therefore the context is the difference between discourse and language, so statements as
well as speech acts as various and the right discourse make sense inside the contexts
because discourse not reflect or represent social entities and relations, but it can
dynamically constitute or compose abstract of bordered social knowledge.

Discussion on findings
The Pender’s approach about health promotion is holistic view to patients, besides that it
allows to access their background and self perception and it let health care professionals to
prepare a personal plan of patients and it applicable to all populations but particularly suits

Page 8 of 13
HSSM31 Applied Research Methods and Project Management University of Sunderland -

for those patients in critical state and they are in a position to take own health care
decisions.

The discourse photograph (Fig-1) agreed up on the requirements of an ideal health

promotion advertisement, such as it can obtain the equity in health and can create new
social construction when compared with Foucault’s ideas and theory of social construction.

This discourse photograph and the ideology behind it can make influence on audience,
besides that it make awareness as mentioned as slogan object “Act against Aids, there is still
no cure for AIDS, Protect Yourself”, so as belief by Foucault, the right discourse make sense
inside the contexts because discourse not reflect or represent social entities and relations,
but it can dynamically constitute or compose abstract of bordered social knowledge.

Conclusion Statement
To brings to an end, this discourse analysis experienced with the discourse image that
showed a successful construction and further experiments with Pender’s model and
Faucault’s theory of discourse analysis showe the theory and practices are matching and it
can achieve the objectives due to the ideology and strategy, more over it can create social
construction.

Recommendations
As a result of the discourse analysis afer observation and analysis of a discourse image
strongly to recommend that Health promotion advertisements through piece of discourses
to be promoted through internet based platforms to mass and other communication Medias
by mandatory.

Page 9 of 13
 HSSM31 Applied Research Methods and Project Management University of Sunderland -

Bibliography
Angela.K. (2016). Youtube Video. Retrieved August 07, 2019, from https://www.youtube.com/watch?
v=JQCPiGZmChM

encyclopedia.com. (2019, August 09). encyclopedia.com. Retrieved August 09, 2019, from
encyclopedia.com: https://www.encyclopedia.com/social-sciences-and-law/sociology-and-social-
reform/sociology-general-terms-and-concepts/social-constructionism

Foucault, M. (1981). The Order of Discourse. In T. R. Young (Ed.), The Order of Discourse (p. 49).
London: Routledge.

Luckman, P. L. (1966). The Social Construction of Reality. In P. L. Luckman, The Social Construction of
Reality. Doubleday/Anchor, 1966.

Lumen. (2019). lumenlearning.com. Retrieved August 05, 2019, from

https://courses.lumenlearning.com/sociology/chapter/the-social-construction-of-health/

RHIC Hub. (2019). Rural Health Information Club . Retrieved August 06, 2019, from
https://www.ruralhealthinfo.org/toolkits/health-promotion/1/definition

Ripollone, J. M. (2019, August 09). semanticscholar.org. Retrieved August 09, 2019, from
https://www.semanticscholar.org/:
https://pdfs.semanticscholar.org/1b93/965b48fb1de76463606a9be8f4096daa630e.pdf

Thoughts.com. (2019, August 09). Thoughts.com. Retrieved from www.thoughtco.com/:

https://www.thoughtco.com/social-constructionism-4586374

Vinny, C. (2019, August 10). thoughtco.com. Retrieved from thoughtco.com:

https://www.thoughtco.com/social-constructionism-4586374

Walshaw, M. (2007). Working with Foucault in Education. New Zaland: Sense Publishers.

WHO. (2019). World Health Organization. Retrieved August 05, 2019, from
https://www.who.int/search?
query=definition+of+Health+Promotion+and+Disease+Prevention&page=1&pagesize=10&sortdir=de
sc&sort=relevance&default=AND&f.Countries.size=100&f.Lang.filter=en&f.RegionalSites.size=100&f.T
opics.size=100&f.contenttype.size=100&f.doc

WHO. (2019, August 09). www.who.int. Retrieved August 09, 2019, from WHO:
https://www.who.int/hiv/data/en/

World Health Organization. (2019, August 12). World Health Organization. Retrieved August 12,
2019, from www.who.int:

https://www.who.int/healthpromotion/conferences/previous/ottawa/en/index4.html

Page 10 of 13
 HSSM31 Applied Research Methods and Project Management University of Sunderland -

Appendices

Figure – I – Act against Aids

Fiigure-2- Ottawa Charter for Health Promotion

Page 11 of 13
HSSM31 Applied Research Methods and Project Management University of Sunderland -

Figure-3- Pender’s health promotion model

Page 12 of 13
HSSM31 Applied Research Methods and Project Management University of Sunderland -

Page 13 of 13