Media and sexual violence prevention

Social norms and sexual violence

Social norms refer to the rules of conduct and behaviour expected within a group or society. They are informal, often implicit rules that most people respect1,2. Social norms can contribute to a climate in which sexual violence is normalized, justified, or even encouraged in certain contexts3. These norms include:

  • The unequal and hierarchical relationship between men and women, as well as male domination and superiority in society1,3,4
  • Traditional gender norms 4,5
  • Adherence to myths and prejudices about sexual violence3
  • Tolerance of violence and normalization of the use of violence to resolve conflicts1,4
  • Forms of discrimination based on gender, sexual orientation, ethnic origin, age, disability, marital status, and other characteristics related to social or political status4,5

To address these factors with a focus on violence prevention, a number of ideas and strategies have been developed over the years1,5. For example, according to the World Health Organization, changing the cultural and social norms that support violence is one of the major potentially promising strategies to prevent various forms of violence6. Upstream prevention measures can therefore modify factors closely associated with social and cultural norms, such as reducing tolerance of violence, modifying discriminatory laws and legal sanctions for acts of sexual violence, and implementing more equitable gender policies1,4.

The news media’s influence on social norms

In addition to being an important channel for disseminating information, the news media can influence social norms, particularly in the area of health7, and thus shape ideas and perceptions of what is considered socially acceptable5,8,9–11. The news media’s role in shaping social norms can be positive. For example, by highlighting the extent, risk factors, and consequences associated with violence, they can raise awareness of major social issues and positively influence the public5,12. They can also give a voice and a platform to women and to victims and survivors, and put critical issues on the political agenda5.

However, the way certain elements are presented in media coverage can be detrimental, even if done unintentionally. For example, by propagating myths and stereotypes, the media can reinforce social norms that promote gender discrimination, gender inequality, and violence against women and girls5. The media can also influence social norms when they decide not to address certain behaviours that exist in society, or to minimize them7.

The potential consequences of media coverage of sexual violence

Through their coverage of cases of sexual violence or broader issues related to it, the news media can influence public attitudes, beliefs, and behaviours5,8,9–11.

Inappropriate media coverage of sexual violence can:

  • Propagate myths, prejudices, or stereotypes and lead to sensationalism
  • Spread misinformation about sexual violence
  • Reinforce social norms that promote gender discrimination, gender inequality, and violence against women and girls
  • Contribute to the normalization of violence
  • Re-traumatize victims and survivors
  • Lead to manifestations of racism and hatred toward certain groups5,10,12.

Appropriate media coverage of sexual violence can:

  • Bring about positive changes in people's attitudes, beliefs, and behaviours
  • Promote egalitarian and respectful social norms
  • Raise public awareness of the possibility of receiving disclosures of sexual violence and refer people to appropriate resources
  • Influence changes in public policy and legislation on issues related to gender inequality as well as gender and sexual violence12–14
  • Have a positive impact on victims and survivors:
    • Influence their recognition and understanding of their own experiences of violence5,13,15;
    • Influence their decision to speak out or seek support in relation to their experiences13,14.

Media coverage of sexual violence could encourage victims and survivors, and even perpetrators, to seek out support and information, and could increase reporting rates to the police5,14,16. For example, during the #MeToo movement, a keyword that went viral in October 2017 and was used by thousands of people on social media to share their experience of having been a victim of sexual violence, Quebec recorded a sharp increase in the reported rate of sexual assault victims, according to police-reported data, for the months of October to December 201717.

References

  1. World Health Organization et London School of Hygiene and Tropical Medicine. (2010). « Preventing intimate partner and sexual violence against women: taking action and generating evidence », Injury Prevention, vol. 16, n° 5, p. 359‑360.
  2. Institute for Reproductive Health (2020). Social Norms Exploration Tool, [online], Washington, DC, Georgetown University, <https://www.end-violence.org/sites/default/files/paragraphs/download/So…; (Retrieved on January 31, 2024).
  3. World Health Organization (2022). Reporting on violence against children: A guide for journalists, [online], World Health Organization, <https://www.who.int/publications-detail-redirect/9789240052116&gt; (Retrieved on September 21, 2022).
  4. Minnesota Coalition Against Sexual Assault (MNCASA) (2017). Reporting on Sexual Violence: A guide for journalists (second edition), [online], Minnesota, États-Unis, Minnesota Coalition Against Sexual Assault (MNCASA), <https://mncasa.org/wp-content/uploads/2022/06/Reporting-on-Sexual-Viole…; (Retrieved on November 3, 2023).
  5. Deligiorgis, D., et M. Benkirane (2020). La grande conversation : Manuel de lutte contre la violence à l’égard des femmes et des filles dans et à travers les médias, [online], UNESCO et ONU Femmes, <https://unesdoc.unesco.org/ark:/48223/pf0000372923&gt; (Retrieved on October 25, 2023).
  6. World Health Organization (2014). Global status report on violence prevention 2014, [online], World Health Organization, <https://www.who.int/publications-detail-redirect/9789241564793&gt; (Retrieved on January 31, 2024).
  7. Renaud, L., C. Bouchard, M. Caron-Bouchard, L. Dubé, D. Maisonneuve et L. Mongeau (2004). « Modèle du façonnement des normes par les processus médiatiques », dans Communications : Horizons de pratiques et de recherche, Montréal, Presses de l’Université du Québec, p. 235-259 (432 p.).
  8. Elford, S., S. Giannitsopoulou et F. Khan (2017). #LesBONSmots : La couverture médiatique de la violence sexuelle au Canada, Toronto, Ontario, Femifesto.
  9. Aroustamian, C. (2020). « Time’s up: Recognising sexual violence as a public policy issue: A qualitative content analysis of sexual violence cases and the media », Aggression and Violent Behavior, vol. 50, p. 101341.
  10. Morrison, J., et C. Dietzel (2023). Unpacking the narrative: An analysis of media guides about responsible reporting on sexual violence, iMPACTS, Collaborations to Adress Sexual Violence on Campus, McGill University.
  11. Khan, F., S. Giannitsopoulou, A. Elmi, A. Snow, A. Naushan, C. Bridgeman, I. Maudsley, N. McMillan et D. Patel (2023). Use the Right Words: Media Reporting on Sexual Violence in Canada, [online], Possibility Seeds, Femifesto, <https://possibilityseeds.ca/wp-content/uploads/2023/09/1.-Use-the-Right…; (Retrieved on September 8, 2023).
  12. Fuentes, L., A. S. Saxena et J. Bitterly (2022). Mapping the nexus between media reporting of violence against girls: The normalization of violence, and the perpetuation of harmful gender norms and stereotypes., [online], UN Women, <https://www.unwomen.org/sites/default/files/2022-08/Evidence-review-Map…; (Retrieved on October 25, 2023).
  13. Zero Tolerance (2021). Media Guidelines on Violence Against Women, [online], Edinburgh, United Kingdom, Zero Tolerance, <https://www.zerotolerance.org.uk/resources/Media-Guidelines-on-Violence…; (Retrieved on September 8, 2023).
  14. Our WATCh (2019). How to report on violence against women and their children, Australie, End violence against Women And Their Children.
  15. Sutherland, G., A. McCormack, J. Pirkis, C. Vaughan, M. Dunne-Breen, P. Easteal et K. Holland (2016). Media representations of violence against women and their children : Final report, [online], Australie, Australia’s National Research Organisation for Women’s Safety Limited (ANROWS), <https://d2bb010tdzqaq7.cloudfront.net/wp-content/uploads/sites/2/2019/0…; (Retrieved on November 1st, 2023).
  16. Rotenberg, C., et A. Cotter (2018). Les agressions sexuelles déclarées par la police au Canada avant et après le mouvement #MoiAussi, 2016 et 2017, [online], Statistique Canada, <https://www150.statcan.gc.ca/n1/pub/85-002-x/2018001/article/54979-fra…; (Retrieved on July 11, 2023).

Authors: Maude Lachapelle, Scientific Advisor, INSPQ | Cynthia Nasr, Scientific Advisor, INSPQ
Contributors: Dominique Gagné, Scientific Advisor, INSPQ | Richard Daigle, Information Officer, INSPQ | Amélie Daoust-Boisvert, Assistant Professor, Department of Journalism at Concordia University
External review: Karine Mac Donald, Criminologist and Communications and Public Relations Coordinator for the CAVAC Network | Malorie Comtois, Social Worker and Clinical Specialist in Sexual Violence at Juripop

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