The purpose of the study is to examine the AIDS epidemic based on the performative actions in gay magazines in the fight against AIDS, alongside the sexual freedom movement. Furthermore, the aim is to contribute to an increased understanding and knowledge of the social and historical context and how it affected homosexual individuals as a defined risk group for AIDS. The study was conducted using qualitative content analysis to interpret articles and published letters to the editor about AIDS in the gay magazines REVOLT and Kom Ut! between 1983–1986. Central perspectives for the discussion are both the theory of “act of speech” inspired by the historian Quentin Skinner and the perspective of “performativity” inspired by the philosopher Judith Butler. 

The result of the study identified five key themes: call to action, the situation for homosexual individuals, societal reactions, reflections on AIDS, and opinions about the magazine and the organization (RFSL). These themes included performative actions aimed at changing existing perceptions and norms, though sometimes ambiguously suggesting that acceptance of homosexual individuals required their conformity to societal norms. The depictions emphasized the importance of truthful information, knowledge, and community, highlighting that much prejudice against homosexual individuals stemmed from media portrayals. Media influenced public perceptions, leading to homophobia, with public reactions being based more on emotions and ignorance than rational knowledge. The widespread uncertainty about AIDS caused anxiety and fear, with the misconception that only homosexual men were at risk creating a false sense of security, leading to stigmatization and social repercussions for homosexual individuals. The fight against AIDS was closely linked with the sexual freedom movement, as both needed to change public norms based on prejudice.