What is in an image? The roles of gendered social actors in the IEC materials on HIV/AIDS in Tamil Nadu.

Abstract

It is common knowledge that images of men, women and transgender are all pervasive in any mediated social environment. These images that are plentifully found in contemporary visual media texts, in fact, carry innumerable messages through depicted roles of gendered social actors.  Be it a poster, digital banner, advertisement, brochure, booklet, handbill, flyer, leaflet, radio or TV programme or any other material carrying images, these social actors play different social roles that include father, mother, son, daughter, friend, teacher, doctor, wife, husband etc.

Keeping this in mind, the present article tries to find out and analyse different roles played by gendered social actors in five IEC (Information, Education, and Communication) materials on HIV/AIDS in Tamil Nadu using construction of gender and sexuality theories propounded by many theorists.