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Engaging Men and Boys in Violence Prevention pp 227–251Cite as

Palgrave Macmillan

Educating Men Through Media

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Part of the book series: Global Masculinities ((GLMAS))

Abstract

Whether working face to face with men and boys or reaching them through media and communications strategies, one must inspire men’s and boys’ interest and engagement and work well to shift the attitudes and behaviours associated with violence against women and girls. This chapter focuses on communications and social marketing, a second common strategy of violence prevention education. Like the previous chapter, it describes both effective and ineffective campaigns and highlights the principles on which more successful efforts are based. For example, more effective communications campaigns involve greater levels of exposure to the prevention messaging, are based on understanding of their audience, and use positive messages and influential, relevant messengers. This chapter then explores two communications approaches which are increasingly prominent, social norms and bystander intervention.

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Notes

  1. 1.

    The campaign is organised by Battered Women’s Support Services, a coalition of grassroots activists, survivors and volunteers, in collaboration with other organisations. See www.theviolencestopshere.ca.

  2. 2.

    See www.fredonia.edu/cease/posters.asp.

  3. 3.

    “Controversy over shelved domestic violence strategy”, 7:30 Report, ABC Television, 17 February, 2004; “Say no to assault—A message that didn’t get through,” Sydney Morning Herald, 14 May, 2004.

  4. 4.

    “Media release: Government confirms $ millions wasted on anti-violence campaign,” Nicola Roxon MP, Shadow Attorney-General, Shadow Minister Assisting the Leader on the Status of Women, 26 May 2004.

  5. 5.

    See http://cola.unh.edu/prevention-innovations-research-center/know-your-power%C2%AE-bystander-social-marketing-campaign.

  6. 6.

    See http://www.theredflagcampaign.org/.

  7. 7.

    See https://www.msd.govt.nz/about-msd-and-our-work/publications-resources/stop-sexual-violence/index.html.

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Authors and Affiliations

  1. Queensland University of Technology, Brisbane, QLD, Australia

    Michael Flood

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  1. Michael Flood
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Flood, M. (2019). Educating Men Through Media. In: Engaging Men and Boys in Violence Prevention. Global Masculinities. Palgrave Macmillan, New York. https://doi.org/10.1057/978-1-137-44208-6_7

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  • DOI: https://doi.org/10.1057/978-1-137-44208-6_7

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  • Publisher Name: Palgrave Macmillan, New York

  • Print ISBN: 978-1-137-44210-9

  • Online ISBN: 978-1-137-44208-6

  • eBook Packages: Social SciencesSocial Sciences (R0)

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