The HIV epidemic comes to people's attention through the language of i
ts texts and its spokespersons. The way it is brought to people's atte
ntion will be the critical determinant of how they will respond to it.
Currently, the discourse is based on metaphors of epicentres of sprea
d identified as core transmitter groups. These are metaphors of distan
cing which encourage blame and denial. There are, however, within affe
cted communities, new discourses emerging of inclusion, empowerment an
d processes and of the complexity of the reality of the epidemic. Thes
e discourses are associated with a new way of responding to the epidem
ic described here as one of community mobilization.