- Research Article
- 10.1080/02500167.2025.2588696
Ideological Functions of Dehumanising Metaphors in Sesotho Newspapers’ Coverage of HIV and AIDS
- Oct 02, 2025
- Communicatio
- Ntṡoeu Seepheephe
It is generally agreed that the media have played and continue to play a major role in the efforts against HIV and AIDS. The literature shows that the media have not only informed the public but also circulated ideas that frame the pandemic in particular ways. The aim of this study was to uncover such ideas by examining how Sesotho newspapers represented HIV and AIDS between 1986 and 2015. Drawing on Critical Discourse Analysis, the study focused on the ideologies encoded in dehumanising metaphors. The findings reveal that the main ideological function of these metaphors has been to promote stigma against those affected by the pandemic. The findings show that the newspapers used a variety of metaphors to achieve this goal, including those with the source domains of “dirt,” “plants” and “animals.” Although the use of these metaphors gradually declined over time, their long-lasting influence remains evident, as stigma continues to be a major barrier to HIV prevention, treatment and care in Lesotho. These findings suggest that value-free reporting can help to mitigate stigma and support effective HIV and AIDS prevention and treatment efforts.
Read more