The Philippines continues to record the highest rate of HIV (human immunodeficiency virus) increase within the Asia-Pacific region, highlighting a concerning demographic shift toward younger populations. As the epidemic accelerates, existing literature suggests media depictions often exacerbate stigma rather than fostering public understanding. However, HIV representation within local independent and festival cinema remains a significant scholarly gap. This study addresses this void by examining HIV-themed independent films (n=4) released in 2019 that remain freely available for online viewing —Taym Pers, Pers Taym; Gulis; Ang Gasgas na Plaka ni Lolo Bert; and Doon sa Isang Sulok—to unearth how they reconstruct cultural narratives of the epidemic. This interrogation led to the development of a novel analytical framework, Sipat-Lapat (Scrutinize and Juxtapose). This strategy evaluates films by examining their materiality, intended and underlying messaging, socio-cultural contexts, and emergent ideas, all while centering Filipino values. The researcher’s initial interpretations were juxtaposed with online sentiments from Reddit and X among people living with HIV (PLHIV) and HIV advocates, treating these responses as cultural texts through which dominant and competing ideological discourses were examined. The analysis revealed that the select films proactively countered conventional HIV depictions by diversifying PLHIV characters, highlighting rural stories, metaphorizing HIV to align with the interests and experiences of the young and old, depicting non-judgmental and supportive communities, and providing practical information on sexual health. The findings suggest that there are three critical representations in destigmatizing cultural meanings surrounding HIV: makatao (humane), makabuluhan (useful information), and mapagpalaya (liberating).

Authors:
George Vincent Gamayo, Polytechnic University of the Philippines, Philippines

About the Presenter(s)
George serves as an assistant professor at the Polytechnic University of the Philippines, with research interests focused on risk and health communication and media studies. Before his academic career, he worked as a media practitioner, producing reports on climate change and communication materials for the government’s flagship programs on disaster risk reduction and voter registration. Beyond his professional work, he serves as secretary for the Philippines Communication Society and volunteers in animal welfare initiatives and HIV/AIDS advocacy.

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