Sandset Tony, Villadsen Kaspar, Heggen Kristin, Engebretsen Eivind
Institute for Health and Society, Faculty of Medicine, University of Oslo, Oslo, Norway.
Department of Management, Politics, and Philosophy, Copenhagen Business School, Frederiksberg, Denmark.
Biosocieties. 2023;18(1):102-127. doi: 10.1057/s41292-021-00257-1. Epub 2021 Sep 30.
This article explores recent HIV prevention campaigns for pre-exposure prophylaxis (PrEP), focusing on how they integrate pleasure and desire in their calls for self-discipline through a continual use of pharmaceuticals. This emerging type of health promotion, here represented by ads promoting the preventive use of pharmaceuticals, no longer simply approaches target groups with demands to abstain from harmful substances or practices and thus control risks, but also includes messages that recognize individuals' habits, values, and their desires for pleasure. Drawing on Foucault's work concerning discipline and security, we suggest that a novel, permissive discipline is emerging in contemporary HIV prevention. Further guided by Barthes's theory of images, we analyse posters used in prevention campaigns, scrutinizing their culture-specific imagery and linguistic messages, i.e. how the words and images interact. We conclude that these campaigns introduce a new temporality of prevention, one centred on pleasure through the pre-emption and planning that PrEP enables.
本文探讨了近期针对暴露前预防（PrEP）的艾滋病病毒预防运动，重点关注这些运动如何通过持续使用药物，在呼吁自律的过程中融入愉悦和欲望。这种新兴的健康促进类型，在这里以宣传药物预防性使用的广告为代表，不再仅仅要求目标群体戒除有害物质或行为以控制风险，还包含认可个人习惯、价值观以及他们对愉悦的渴望的信息。借鉴福柯关于规训与安全的著作，我们认为当代艾滋病病毒预防中正在出现一种新型的、宽容的规训。在巴特的图像理论的进一步指导下，我们分析了预防运动中使用的海报，审视其特定文化的图像和语言信息，即文字与图像如何相互作用。我们得出结论，这些运动引入了一种新的预防时间性，即以PrEP所实现的预先防范和规划为核心的基于愉悦的预防时间性。
