THE ROLE OF POPULAR NARRATIVES IN STIMULATING THE PUBLIC DISCOURSE ON HIV AND AIDS

Arvind Singhal · P. N. Vasanti

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South Asian Cinema and Culture Film in Education and Therapy Media Influence and Health

Abstract

The purpose of the present article is to analyze the role of a popular Hindi film, Phir Milenge (We Will Meet Again), in stimulating the AIDS‐related public discourse in India. Starring mega‐actors and directed by an award‐winning director, the Bollywood Hindi film Phir Milenge exemplifies what is commonly referred to as the entertainment‐education communication strategy. We discuss the entertainment‐education strategy in HIV/AIDS prevention, including the role of popular mainstream feature films in stimulating the public discourse on HIV and AIDS. Our multi‐pronged research design to gauge Indian audience responses to Phir Milenge is described, and the results presented. Our findings suggest that popular, mainstream films starring megastars can help break the silence about AIDS, and move the discussion of HIV/AIDS from the personal‐private to the public‐policy sphere.

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1956Mass Communication and Para-Social Interaction 1999Entertainment-Education: A Communication Strategy for Social Change 2005Entertainment-Education and Social Change: History, Research and Practice 1992The New Conservatism: Cultural Criticism and the Historians' Debate.2000Media Entertainment 1999Effects of an Entertainment‐education Radio Soap Opera on Family Planning Behavior in Tanzania 2000Dimensions of Parasocial Interaction by Letter-Writers to a Popular Entertainment-Education Soap Opera in India 2021Human Communication as Narration

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