Signifying the Pandemics: Metaphors of AIDS, Cancer, and Heart Disease

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Abstract
This article offers a symbolic analysis of the cultural construction and signification of three of the major "pandemics" of the late 20th century: AIDS, cancer, and heart disease. It is based on unstructured interviews conducted in Israel between 1993–94 with 75 nurses and 40 physicians and between 1993–95 with 60 university students. Two key symbols, "pollution" and "transformation" are shown to constitute AIDS and cancer within a symbolic space that I suggest is "beyond culture" where body boundaries are dissolved and cultural categories are dismantled. Heart disease, in contrast, is metaphorized as a defect in the "body machinery.” The article concludes by arguing that heart attack is depicted as the pathology of the Fordist, modernist body, while AIDS/cancer are pathologies of the postmodern body in late capitalism. [AIDS, cancer, heart disease, semiotics, metaphorization]