This presentation was given at the 2008 AFAO HIV Educators conference.

1. Conceptualising Stigma Skills Workshop Presented by Daniel Reeders Campaign Coordinator, PLWHA Victoria NAPWA Health Promotion & Education Network [email_address]

2. Component Model (Link & Phelan 2001) Discrimination Status Loss Separation Stereotyping Labelling STIGMA

3. Glossary Different/unfavourable treatment Discrimination Known X are lowered in social hierarchy Status Loss “ Us” vs “Them” thinking Separation People who are X are… Stereotyping The label, mark or attribute X Labelling

4. Do the components have to occur IN SEQUENCE? Labelling Separation Stereotyping Status Loss Discrim 1 2 3 4 5

5. Or does the sequence not matter? Labelling Separation Stereotyping Status Loss Discrim     

6. Exclusive Definition – if one component is missing, there is NO STIGMA (but possibly something else) Discrimination Status Loss Separation Stereotyping Labelling STIGMA

7. Example – Social Regulation via Stereotypes Discrimination Status Loss Separation Stereotyping Labelling STIGMA Language choice – people who inject drugs are “junkies” “ Junkies” are violent criminals “ Junkies” are not people like us “ Junkies” are the lowest of the low But on a talkback radio show there’s no individual who’s being treated differently – it’s a social process of generating & sustaining the meaning of the term “Junkie” and the related stereotype, which may later enable stigmatisation – but isn’t currently an example of it. Nonetheless it’s something we might want to target in a stigma campaign!

8. Example – Sexual Rejection might not be stigma Disclosure – “I’m HIV-positive” Everyone has prior expectations about PLWHA Thinks – “Okay, but I’m negative…” Says – “I’d rather not have sex with you tonight…” Discrimination Status Loss Separation Stereotyping Labelling STIGMA “… because I only do it bareback…” “… because I really like you and I need some time to think about what that means…”

11. Elaboration Pre-Encounter Totally relies on stereotype for judgment Encounter Challenges stereotype and initial judgment Engagement Development of a rich and individualised understanding over time – complex judgments

12. Social Research Stigma in Australia and Overseas

29. Elaboration Pre-Encounter Totally relies on stereotype for judgment Encounter Challenges stereotype and initial judgment Engagement Development of a rich and individualised understanding over time – complex judgments

31. Educational Responses

32. Campaigns Discrimination Status Loss Separation Stereotyping Labelling STIGMA Campaigns “You can’t tell who’s +ve” “ Use positive language” Campaigns “Would you wear it?” “Think Again” “One Community +/-” Campaigns “Are you positive about negatives?” Campaigns “Sexual Racism Sux” Campaigns “Sexual Racism Sux”

41. Reportback