Abstract
Both the construction of HIV/AIDS and social work's response assumes a universality based primarily on urban politics. This brings into question the validity of strategies being applied to rural areas both to contain the spread of HIV infection and to cope with HIV by those infected and affected by it. The strong association of HIV/AIDS and gay male sub-cultures, especially in rural areas, means that the issues cannot be properly understood outside an understanding of ‘homophobia’ towards and discrimination against those whose behaviours fall outside heterosexist and patriarchal assumptions. Preliminary research findings are presented highlighting the need to contextualise the rural experience as well as the ferocity with which challenges to gender and sexual stereotypic behaviours are met.