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Parabolic Fear Appeals, Culturally Responsible Messaging about HIV/AIDS, and the Metaphor of the Grim Reaper

by Brandon Simon | Xchanges 16.2, Fall 2021


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Contents

Introduction

The Grim Reaper Campaign and its Unruly Metaphor

HIV/AIDS: Perceptions and Policy in the 1980s

Interpreting Fear

Defining Hidden Public Health Risk in the Grim Reaper PSA

Moving Forward: More Conscious Health Messaging

Works Cited

About the Author

Works Cited

Altheide, David L. (1997) “The News Media, the Problem Frame, and the Production of Fear.” The Sociological Quarterly, 38(4), 647-668.

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Bernhardt-House, P. A. (2016). The werewolf as queer, the queer as werewolf, and queer werewolves. In Queering the non/human (pp. 159-185). Routledge.

Brandt, A. (1988). AIDS and Metaphor: Toward the Social Meaning of Epidemic Disease. Social Research, 55(3), 413-432. Retrieved October 15, 2020, from http://www.jstor.org/stable/40970512

Ceccarelli, L. (2004). Neither confusing cacophony nor culinary complements: A case study of mixed metaphors for genomic science. Written Communication, 21(1), 92-105.

Ceccarelli, L. (2013). On the frontier of science: An American rhetoric of exploration and exploitation. MSU Press.

Ceccarelli, L. (1998). Polysemy: Multiple meanings in rhetorical criticism. Quarterly Journal of Speech, 84(4), 395-415.

Coats, G. W. (1981). Parable, Fable, and Anecdote: Storytelling in the Succession Narrative. Interpretation, 35(4), 368-382.

Donovan, M. C. (1997). The problem with making AIDS comfortable: federal policy making and the rhetoric of innocence. Journal of Homosexuality, 32(3-4), 115-144.

Foss, S. K. (2017). Rhetorical criticism: Exploration and practice. Waveland Press.

Glowacki, E. M., & Taylor, M. A. (2020). Health Hyperbolism: A Study in Health Crisis Rhetoric. Qualitative Health Research, 30(12), 1953-1964.

Guthke, K. S., & Guthke, K. S. (1999). The gender of death: a cultural history in art and literature. Cambridge University Press.

Jakobsen, J. R., & Pellegrini, A. (2004). Love the sin: Sexual regulation and the limits of religious tolerance. Beacon Press.

Johnston, Allen C., Warkentin M., and Siponen M (2015). An enhanced fear appeal rhetorical framework: Leveraging threats to the human asset through sanctioning rhetoric. MIS Quarterly, 39(1),113-134.

Lupton, D. (1993). AIDS risk and heterosexuality in the Australian press. Discourse & Society, 4(3), 307-328.

Lupton, D. (1993). Risk as moral danger: the social and political functions of risk discourse in public health. International Journal of Health Services, 23(3), 425-435.

McKenzie-Murray, M. (2012). The commercial that scared us—and might have saved us. https://www.smh.com.au/politics/federal/the-commercial-that-scared-us-and-might-have-saved-us-20120404-1wcyy.html

McKinney, M., & Pepper, B. (1999). From hope to heartbreak: Bill Clinton and the rhetoric of AIDS. In W.N. Elwood (Ed.), Power in the blood: A handbook of AIDS, politics, and communication (pp. 77-91).

NACAIDS. (2016, July 14). Supplies [Video File]. Retrieved from www.youtube.com/watch?v=mSmaWEK_rD4

Padula, M. (2006). The AIDS Grim Reaper Campaign (A). https://www.anzsog.edu.au/preview-documents/case-study-level-1/192-aids-grim-reaper-campaign-the-a-2006-90-1/file

Rigby, K., Brown, M., Anagnostou, P., Ross, M. W., & Rosser, B. R. S. (1989). Shock tactics to counter AIDS: The Australian experience. Psychology and Health, 3(3), 145-159.

Santis, E. L. (2020). From the leader’s lips to the public’s ears: The state of exception, administrative evil, and the enemy in President Trump’s rhetoric during COVID-19. Administrative Theory & Praxis, 42(4),1-13.

Semino, E. (2021). “Not soldiers but fire-fighters”–Metaphors and COVID-19. Health Communication, 36(1), 50-58.

Stylianou, M. (2010). The return of the Grim Reaper: How memorability created mythology. History Australia, 7(1), 10-1.

Thibodeau, P. H., Hendricks, R. K., & Boroditsky, L. (2017). How linguistic metaphor scaffolds reasoning. Trends in cognitive sciences, 21(11), 852-863.

Tholuck, F. A. G., Menzies, R. (1847). The Circle of Human Life. Translated [from “Stunden Christlicher Andacht”] by R. Menzies.

Van de Ver, P., Kippax, S., Crawford, J., Race, K., & Rodden, P. (1998). Homophobic and HIV-related abuse and discrimination experienced by gay and homosexually active men in an Australian national sample. Australian & New Zealand Journal of Criminology, 31(2), 141-159.

Vitellone, N. (2001). Watching AIDS, condoms and serial killers in the Australian 'Grim Reaper' TV campaign. Continuum: Journal of Media & Cultural Studies, 15(1), 33-48.

Watney, S. (1987). The spectacle of AIDS. AIDS: Cultural Analysis/Cultural Activism, 43, 71-86.

Witte, K., & Allen, M. (2000). A meta-analysis of fear appeals: Implications for effective public health campaigns. Health Education & Behavior, 27(5), 591-615.

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Posted by xcheditor on Feb 25, 2022 in Issue 16.2

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