Labels are central components to the social construction of identity,
especially for persons who live with stigmas. However, labels and the
consequences of labels are within the scope of influence for those to
whom they are attached. Labels and identities can be socially managed
by individuals by way of manipulation of language. This paper examines
the ways that persons living with human immunodeficiency virus (HIV)
disease construct and manage virtual and actual social identities thro
ugh the language they use to refer to themselves. By influencing the i
dentities others attribute to them, persons with HIV disease seek to m
inimize the negative consequences of their possession of a discreditab
le status. The patterns of labeling perceived as acceptable and approp
riate for persons with HIV disease are examined across persons with HI
V disease as well as within the categories of gay men, heterosexual me
n, and heterosexual women.