Abstract
This chapter starts from the understanding that Queer men continue to experience disproportionate rates of HIV. It offers an analysis grounded in critical theory to examine the way in which social work is dominated by identitarian-based interventions thereby contributing to the discursive production of Queer populations. In particular Critical Discourse Analysis and Social Semiotics are adopted as interrelated methodologies for understanding micro-processes of communication, based on a case study in the area of HIV prevention. The use of infotainment, alongside the production of health disparities, as a means of lifestyle marketing is subjected to social semiotic analysis, revealing the misrepresentation of HIV. Supported by transdisciplinary work, self-reflexivity is seen as essential for ethical and critical practice. The chapter includes examples of images used to demonstrate the analysis.