THE FIRST DECADE OF AIDS IN BRAZIL: TV PRESENTS A NEW DISEASE TO THE PUBLIC Germana Barata 1 , Gildo Magalhães 1 1 University of São Paulo, Brazil Abstract This paper analyses how the Acquired Immune Deficiency Syndrome (AIDS) has been broadcasted by the TV show Fantástico, from the Brazilian television network Globo, during the first decade in which the disease appeared in the national media (1983-1992). Television, as the main source of information in Brazil, played a key role in presenting AIDS to the public, well before governments, health professionals and scientists had reliable answers about this disease. Twenty-six pieces of news that prioritized the scientific aspects of the syndrome were selected. The coverage has emphasized the national scenario and the scientific discourse, giving a reasonable space for the diffusion of information concerning the disease, informing the available means for its prevention, the scientific advances towards understanding AIDS and the quality of the Brazilian public health system. However, it is clear that it has also contributed to the strengthening of myths and metaphors concerning science, the history of diseases, as well as prejudices and stigmas against its patients, a factor that has probably contributed to drift away the spectator from the disease crude reality. Fantástico has filled in important gaps in the population knowledge, but at the cost of leaving aside the great moral, bioethical and ideological issues. Keywords: AIDS, History of diseases, TV, science communication 1. Introduction The television visual language is the most powerful trait that makes it outstanding among the other media. – Despite the fact that images provide more credibility and veracity to the information, they also carry symbols and meanings, which make the TV a big myth producer. The ability of releasing symbols through texts and images works as ideological seeds that are reinforced in the day-by-day life and can be absorbed by social interactions. The symbols that are broadcasted by TV are produced by it, but also reproduced from society on a feedback process. [1] The television has played a key role in the history of the Acquired Immunodeficiency Syndrome (AIDS), known as one of the biggest epidemics of the 20 th Century. In 1981, when the disease was first discovered, the TV presented it to the population when there was enormous disinformation, before even the governments, health professionals and researchers had answers on the subject. Up to 1985, AIDS was not included in the Brazilian governmental agenda, since it was seen as an illness of isolated occurrences, restricted to specific social segments. From this moment on, the Health Brazilian Department established the guidelines for the Program of AIDS Control. In the beginning of the 1980´s, the information about AIDS had to find a balance between morality - condemning the behaviors of the more affected groups by the HIV (virus that causes the illness) - and public health, as well as trying to guarantee quality of life and medical treatment to the patients. Therefore, the media confronted the challenge of reporting on a deadly and mysterious new health problem in a responsible manner - to inform but not inflame, to educate but not alarm. [2]. The objective of this paper is to look at the TV construction of AIDS as a social reality. Although the first interest of mass media on releasing information about an unknown and fatal illness can be related to its social service role, one cannot forget the commercial characteristic of information. Consequently, information is also linked to its "consumers’" or viewers’ interest. The rising of AIDS as lethal, moral and unknown to science filled in the necessary requirements to be in the media. "The construction of AIDS by the media influenced not only how individuals must react, but also as we - society and citizens - must perform" (Colby & Cook, 1991). [3] 2. The Pre-AIDS period The absence of scientific explanations about illnesses instigated - and it continues to instigate beliefs and myths about them – and it continues to do so. One of the most efficient ways to spread those meanings is through the media – through its role of providing social services and representing the citizens – that plays an important role within society in shaping to the meanings of each pathology. 9th International Conference on Public Communication of Science and Technology (PCST) Seoul, South Korea, 17-19 May 2006