Talking AIDS in Hong Kong: Cultural models in public health discourse

This paper explores issues of cultural models in the discourse of public health in a multicultural, multilingual context through a \u27frame analysis\u27 of 20 AIDS awareness campaigns aired in both English and Cantonese in Hong Kong from 1987 to 1994. Using a methodology derived from the work of Goffman (1974), and Gee (1990), it examines how the authors of AIDS awareness messages in Hong Kong project cultural models on several different levels of framing and how these models both reflect and validate dominant ideologies within the society