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 respect^1,2. 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 society^1,3,4
• 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 conflicts^1,4
• Forms of discrimination based on gender, sexual orientation, ethnic origin, age, disability, marital status, and other characteristics related to social or political status^4,5

To address these factors with a focus on violence prevention, a number of ideas and strategies have been developed over the years^1,5. 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 policies^1,4.

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 acceptable^5,8,9–11. 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 public^5,12. 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 behaviours^5,8,9–11.

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 groups^5,10,12.

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 violence^12–14
• Have a positive impact on victims and survivors:
  • Influence their recognition and understanding of their own experiences of violence^5,13,15;
  • Influence their decision to speak out or seek support in relation to their experiences^13,14.

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 police^5,14,16. 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.