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

Nobuhle Luphondo, Christopher Stroud


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. Issues of language and communication around HIV/AIDS in particular 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.


Western Cape; HIV/AIDS; gender; sexuality and multimodality; male patriarchy; violence; chronotope

Full Text:




  • There are currently no refbacks.

ISSN 2224-3380 (online); 1726-541X (print)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License

Powered by OJS and hosted by Stellenbosch University Library and Information Service since 2011.


This journal is hosted by the SU LIS on request of the journal owner/editor. The SU LIS takes no responsibility for the content published within this journal, and disclaim all liability arising out of the use of or inability to use the information contained herein. We assume no responsibility, and shall not be liable for any breaches of agreement with other publishers/hosts.

SUNJournals Help