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It is very important to address HIV/AIDS stigma in order to improve the quality of the lives of people living with HIV/AIDS and to address prevention effectively. Powerful negative metaphors related to HIV/AIDS reinforce stigma and create a sense of otherness. Othering occurs when blame and shame are assigned to people living with HIV/AIDS. This sets a moral tone that contributes towards people conceptualising PLHAs as different, and guides thinking toward a "them" and "us" division. …
