“PrEP = Autonomy”: communication for HIV prevention among youth in the logic of neoliberal rationality

Abstract

This study examines the “biomedical turn” in Aids prevention in Brazil, focusing on the cultural and political dimensions of biomedicalization, particularly among young people. Special attention is given to how a “neoliberal rationality” permeates and shapes these processes. Thematic content analysis was used to explore the availability and use of pre-exposure prophylaxis (PrEP) for HIV prevention among this population, based on posts from a social media profile in dialogue with the bibliography on this issue. Cross-referencing these sources with an analysis of the macro-political process of neoliberalizing HIV prevention and Brazil’s Aids response revealed dynamics that affect young people in this context. Findings highlight the emergence of new stigmas and discrimination, as well as shifts in how sexuality and affectivity are perceived and experienced, particularly in a context where condoms are losing prominence. Furthermore, the study identifies an amplification of neoliberal subjectivity, characterized by the notion of the “self-entrepreneur,” which fosters individualistic behaviors and promotes a form of citizenship shaped by medication consumption.