ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846
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Socio-Logic of AIDS Campaign

1997 (AIDS Day), commuters on both central and western railways in Mumbai were exposed to a barrage of messages regarding AIDS. All along the journey till Chhatrapati Shivaji Terminus or Churchgate in south Mumbai, but with greater frequency from Dadar towards these two stations, are visible signs about AIDS in vivid blue on starkly white backgrounds. It is not inappropriate that these signs are in these colours. The messages they bear associate AIDS with hygiene. And hygiene in popular culture has the preferred hues of blue and white. Witness advertisements on the television frothy blue and white advertisements advertise whiteness and sparkle. Bottles of liquid, from Harpic to Robin Blue, bar soap and powdered detergent, from Surf to Ariel, all tend to be in these colours. The discourse of the state has here dipped into popular culture, multi-textured and alive, appropriating its available associations for its own message of the danger of AIDS.

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