Full Report: Tapping Social Media Using Artificial Intelligence to Understand Gender-Based Violence

TappingSocialMediaUsingArtificialIntelligence toUnderstandGender-BasedViolence

NormsandPerceptionsinJamaica

OxfamCanada(OCA)|WE-TalkProject|Quilt.AI

August2023

➔ Acronyms -3

➔ ProjectBackground -4

➔ Methodology -6

➔ Narrative1:GenderlessViolence -18

➔ Narrative2:TrivializingRiskFactors -29

➔ Narrative3:UnfaithfulandUnfeeling -40

➔ Narrative4:InvincibleMatriarch -51

➔ Narrative5:Hyper-Sexualization -62

➔ Narrative6:MasteringMasculinity -71

➔ Narrative7:ThePuritanismIdeal -83

➔ Narrative8:UnsafeSex -94

➔ Narrative9:SexEducation -105

➔ Narrative10:TransactionalRelationships-116

➔ Narrative11:AChild,“Disciplined” -127

➔ Takeaways -138

➔ Appendix:Summary -156

➔ Appendix:DataSources -159

DISCLAIMER:This study was commissioned by Oxfam for the WE-Talk project with financial support from GlobalAffairs Canada.The findings, interpretations, and conclusions expressed in this work do not necessarily reflect the opinions held by project partners Oxfam, WMW Jamaica, CariMAN Jamaica, or GlobalAffairs Canada. Furthermore, the statistics in this report may not be comparable to national-level statistics.

Acronyms

➔ AI-artificialintelligence

➔ GBV-genderbasedviolence

➔ ROC-rateofchange

➔ LGBTQ-lesbian,gay,bisexual,transgender,andqueer

ProjectBackground

WhyWE-Talk?

Acollectiveefforttochangenorms andstereotypesthatunderpin gender-basedviolence

TheWE-Talkprojectaimstohelpreduce gender-basedviolence(GBV)inJamaicaby raisingawarenessaboutharmfulattitudesand behaviourscontributingtoGBV,andby empoweringcommunityleadersand organizations.Innovativemethodsforresearch, stakeholderengagement,behaviourchange communicationcampaigns,andcapacitybuilding helptopromotetransformationof socialnorms andreduceGBV.Theprojectprioritizes collaborationwithcivilsocietyorganizations, community-basedyouthgroups,women'srights organizations,andfeministcollectives.

ProjectDescription

Analyzingmediaportrayals ofgender-basedviolenceto informeffectivestrategies forchange

Usingartificialintelligence(AI)researchtools, Quilt.AIwillanalyzehowGBVisrepresentedin Jamaicansocialmediaanddissect accompanyingpublicperceptions.Quilt.AIwill identifytrustworthysourcesandmessagingon varioussocialmediaplatformsthroughthe analysisofsearchdata,keywords,videos, images,profiles,andposts.Insightsgained willbeusedtodevelopaneffective communicationcampaigntochangeattitudes andbehavioursregardingGBV,ultimatelyto increasethelikelihoodofreducingGBVin Jamaica.

GettingStarted:

Methodology

Terminology

Whatitmeans

Thepercentshareofanarrativeagainsttotalsearchvolumeoverthepast twoyears.(i.e.UnsafeSexmakesup14%ofallsearches.)

RateofChange(ROC),thegrowthrate,inpercent,ofanarrativeoverthe pasttwoyears(averageyear2-averageyear1)/averageyear1)x100.

Howpositive,negative,orneutralapost–orbroadernarrative(%)--is. DetectedusingQuilt’sAIanalytics.

Theaverageofallusers’socialmediafollowingswithinthenarrative(or counternarrative)discourse.

Agroupingofsearchkeywordswithinanarrativeintomultipletopics. DeterminedbyQuilt’sAIClassificationtool.

Thepercentshareofathemeagainsttotalthemesdetectedwithina narrative(i.e.8.6%ofGenderlessViolencekeywordsmentioncrime statistics.)

Auserwithinthenarrativediscoursethathasalargefollowing(over1,000 followers)online,andbyproxyismoreinfluentialthananaverageuser.

Socialmediausers(withbothlargeandsmallfollowings)whoare disruptingorchallengingharmfulnarrativesandpracticescontributingto GBV.

Thelargerthesize,themoreinterestusersareshowingin thenarrative.Theinverseisalsotrue.

IftheROCishigh,thenarrativeisemerging(or established).Iflower,thenarrativeisreceding(orsteady).

Whetheratextperpetuatesaharmfulnarrative(negative), dispelsaharmfulnarrative(positive),orneither(neutral).

Allowsustoquantifythedifferenceinreachbetween narrativeandcounternarrativeinfluencers.

Themesshowwhatislargelyinformingorinteractingwith anarrative,andcanhelpidentifyentrypoints.

Thelargerthethemeis,themoreinstrumentalitisin informinganarrative.

Thelargerthefollowing,thegreaterreachauser’s messaginghasinthemainstreamculture.

CounternarrativeusersallowWE-Talktocapitalizeon existingeffortswithinJamaicaformaximumefficacy.

SentimentAnalysisExplained

SentimentAnalysisinspectsagiventextandidentifiestheprevailingemotional opinionwithinthetexttodetermineawriter'sattitudeaspositive,negative,or neutral.Theprocessusuallybeginsbysystematically‘crawling’throughtextand splittingitintobasiccomponents,suchassentences,phrases,tokensandentities. Thenextstepistoidentifytopicandrelationshipbetweenwords.Theprogramme thenassignsasentimentscoretoapost.Sincethehumanlanguageiscomplex,the programmeistrainedtodetectandanalyzegrammaticalnuances,slangwords, culturalvariations,andmisspellings.

Quilt.AIleveragedourClassificationTooltofurtherlocatesentimentinrelationto theprojectscope,ratherthanjustbasedonthetextalone.Buildingonour SentimentAnalysistool,thisprojectusedcustomlabelstoclassifynegativeand positivesentimentinthefollowingways:

(1)PositiveSentiment:Thistextspeaksaboutgenderroles,gender advocacyandgenderminoritiesinawaythatispositiveforvictimsand dispelsharmfulmyths.

(2)NegativeSentiment:Thistextspeaksaboutgenderroles,gender advocacy,andgenderminoritiesinawaythatisharmfulforvictimsand reinforcesdamagingmyths.

Aneutralpostisonethatdoesnotconveyanypositiveornegativesentiment:it solelystatesfacts.Neutraltextsarecriticaltoimprovetheoverallaccuracyofthe sentimentmodel;‘denoising’orcleaningthedatasetandpreventingthemodelfrom categorizing thedataaccurately,theneutralclasssignificantlyimprovesthebinary classificationofnegativeandpositivesentiment.

TargetPopulationsforIntersectionalConsideration

WE-TalkTargetGroups

TEEN MOMS

YOUTH (16-24)

ELDER WOMEN ECONOMIC DEPENDENTS

ResearchLimitations

SearchData

SearchdataconsistsofqueriesonGooglealone,anddoesnotinclude searchesondifferentsearchenginesorsocialmediaplatforms.

Whilekeywordcurationforsearchdata(i.e.thesortingandsharing)is doneorganically,itmayskewtowardsuserswithgreateronlineaccess, oruserswithhighereducation.

Searchquerieswerecollectedinthetwo-yearperiod2021to2023,and donotincludequeriespriorto2021.

Quilt.AIdoesnothaveaccesstoinformationaroundwhoissearchingfor theseterms,northeirdemographicprofiles.

SocialData

SocialmediaplatformsoutsideofTikTok,Facebook,Instagram,X (formerlyTwitter),YouTubeandRedditwerenotincludedinthisanalysis.

Thedatadidnotincludeprivateonlinecommunities(e.g.Facebook, WhatsAppgroups)thatcouldnotbeethicallyaccessed.

Giventhisanalysislooksatsocialmedia,otherformsofmedia(i.e.radio) werenotconsidered.

Quilt.AIcannotdiscerntheageorsocioeconomicstatusofauser. Audiencetoolswereleveragedusinginterestproxiestogaugeaudiences.

ResearchApproach(1of2)

PROJECTSIGN-OFF

SEARCHANALYSIS

Quilt.AIusedsearchanalyticsto:

● Startgeneratingkeywordsthatalignwith GBVnarratives(socialnormsornormative stereotypes),experiences,socialrewards andsanctions

● Estimatetherelativesizeorvolumeof interestineachnormorstereotype

● Estimatethegrowthrateofeachnormor stereotypeoverthepasttwoyear

● Understandemergingthemessurrounding thenormorstereotype

PRELIMINARYANALYSIS

Conductresearch,alignwithotherpartiesonthe contextaroundcurrentGBVconversations,risk factors,andareasofinterest.ExploreGBV conversationsinJamaicannewspapers,onlineand socialmedia. Focusontargetpopulationsandwhat theyaresaying.

CONSULTATION

Co-constructknowledgeandlearningsalongsidea localconsultantandprojectpartner,WMWJamaicawithexpertiseinboththeculturalcontextandGBV atlargetoensurefindingsarepertinent,keywords arecolloquiallyrelevant,andinsightsareactionable forJamaica.

SOCIALANALYSIS

Research Approach(2of2)

COUNTERANALYSIS

Usingthesamesocialanalysistools,Quilt.AI

● Identifiedcounternarrativesthatare occurringinJamaicatodisruptharmful norms/assumptions

● Identifiedkeyplayers/influencerswho wouldmakegreatadvocatesineffortsto changethenarrative

Quilt.AIusedtext-,image-andvideo-analyticstools tolookatInstagram,Twitter,TikTok,andFacebook to

● Identifykeythemesofconversationsthat arediscussedthemostonline

● Identifyanykeysocialmediainfluencers informingeachnormorstereotype

● Identifydominantsentimentofeachtheme online

● Identifytopwordsusedtodiscussthese topics

MESSAGING OPPORTUNITIES

Takingintoaccountthebackgroundinformation sharedwithusoverthecourseoftheproject,Quilt.AI summarizedrecommendationson:

● EntrypointsforWE-Talk

● Referencegroupforeachnarrative(normor stereotype)

● Underlyingcausesofeachnormor stereotype

● Diffusionstrategiesandactionable takeawaysforWE-Talk

Overviewofnarrativesidentified

GENDERLESSVIOLENCE

Thesharedbeliefthatthereisnosuch thingasGBV(oritisanon-issue); thereisjustgeneralviolencethat affectsmenmorethanwomenor children.

TRIVIALIZINGRISKFACTORS

ThesharedbeliefthatGBVrisk factorsaresoingrainedinJamaican societythattheyshouldbemocked ratherthantakenseriously.

UNFAITHFUL&UNFEELING

Thesharedbeliefthatinrelationships withmen,womenareunfaithfuland deceitfulbynature,asevidencedin cheatingorpaternityfraud.

INVINCIBLEMATRIARCH

Thesharedbeliefthatwomenholdmore powerandprivilegeinJamaicathan men–interpersonallyandinstitutionally -andthereforecannotbevictimized.

6 7 8

HYPERSEXUALIZATION

Thesharedbeliefthatwomenare inherentlysexualobjects,available forthesexualpleasureofothers. Heavilyinformedbydancehall culture.

MASTERINGMASCULINITY

Thesharedbeliefthatinorderto assertmasculinity,amanmustbe dominantandcontrolling,both sexuallyandinsociety.

THEPURITANISMIDEAL

Thesharedbeliefthatbehavioursor identitiesinanintimatepartnerthat deviatefrombiblicalpurityor ‘goodness’,e.g.premaritalsexor homosexuality,arewrong.

SEXEDUCATION(avoidanceof)

Thesharedbeliefthatsexeducation issuperfluous,inappropriate or controversial,particularlyforyoung personsbelowtheageof16.

TRANSACTIONALRELATIONSHIPS

Thesharedbeliefthatitisnormalfor sexualactstobedrivenbyexchange ofmaterialitemssuchasmoney, goods,servicesorprotection.

ACHILD“DISCIPLINED”

Thesharedbeliefthatphysically harmingchildrenthroughcorporal punishmentisacceptableasameans ofdiscipliningachild.

UNSAFESEX

Thesharedbeliefthatsexforwomen issupposedtoberough,painful, evenviolent.Informedbyalackof healthysexeducation.

Quilt.AIinterpretedthenarratives alongthefollowingaxes:

DRIVEROFBELIEF NATUREOFBELIEF

INSTITUTIONAL

Thisbeliefisinformedbythe collectiveactions,policies,and practicesofanorganizationor system.

INDIVIDUAL

Thisbeliefisinformedbyan individual’sunique combinationofthoughts, emotions,andexperiences.

PRESCRIPTIVE

Thisbeliefisaboutthe behaviours,roles,and characteristicsmenandwomen shouldhave.

DESCRIPTIVE

Thisbeliefisaboutthe behaviours,roles,and characteristicsmenand womendohave.

Mappingnarratives: Adetailedlookat gender-based violence

Analyzinggendernormsand stereotypesthroughanindividualand institutionallens,andalongthe descriptive/predictiveaxis,offersa comprehensivelookatfactors causingorreinforcingGBV.It considersindividualattitudesand societalexpectations,aswellas systemicpoliciesandpracticesthat perpetuateinequality.

Thisframeworkenablesusto deconstructandaddressgender normsandstereotypesasthey intersectattheindividualand institutionallevelsinJamaica,with theaimofreconstructingnarratives thatwillhelptopreventGBV. DESCRIPTIVE

DRIVEROFBELIEF

INDIVIDUAL INSTITUTIONAL

Transactional Relationships

Size:9%

ROC:-10%

Unfaithful& Unfeeling

Size:3%

ROC:-12%

Genderless Violence

Size:12%

ROC:+4%

Unsafe Sex

Size:14%

ROC:-6%

Invincible Matriarch

Size:6%

ROC:+7%

TrivialRisk Factors

Size:6% ROC:3%

Mastering Masculinity

Size:14%

ROC:-9%

Sex Education

Size:17%

ROC:-4%

The Puritanism Ideal

Size:8%

ROC:+2%

AChild “Disciplined”

Size:0.3%

ROC:+4%

HyperSexualization

Size:11%

ROC:-1%

SizeandRateof Change:analyzing volumeandgrowth

Whenthenarrativesarepositioned basedonsizeandgrowth,theyare deemedtobeeitherreceding(small sizeandgrowth-Unfaithfuland Unfeeling,Transactional Relationships),emerging(smallsize, highgrowth-InvincibleMatriarch,A ChildDisciplined,TrivializingRisk Factors,PuritanismIdeal),dominant (largesize,highgrowth-Genderless Violence,Hypersexualization),or stable(largesize,lowgrowthUnsafeSex,MasteringMasculinity, SexEducation).

Theirclassificationdependsonthe averagesizeandgrowthforthisdata set.Anegativegrowthratemeans discourseisoccurringless,whilea positivegrowthratemeansdiscourse isoccurringmore.

AChild “Disciplined”

Size:0.3%

ROC:+4%

Invincible Matriarch

Size:6%

ROC:+7%

Trivializing Risk

Size:6%

ROC:+3%

EMERGING

Unfaithful& Unfeeling

Size:3%

ROC:-12%

The Puritanism Ideal Size:8% ROC:+2%

Genderless Violence

HyperSexualization

Size:11%

ROC:-1%

Transactional Relationships

Size:9%

ROC:-10%

Size:12%

ROC:+4%

DOMINANT

Unsafe

Sex

Size:14%

ROC:-6%

Mastering Masculinity

Size:14%

ROC:-9%

STABLE RECEDING

Sex Education

Size:17%

ROC:-4%

Genderless Violence

GenderlessViolence

Highratesofgeneral violenceeclipseawareness ofgender-basedviolence, andtheneedforresources

InJamaicansociety,thepervasivenessofviolencehas createdacomplexdynamicthatimpactsreactionsto,and legitimacyof,GBV.Thenormalizationofviolenceinvarious aspectsofdailylifehasledtoadesensitizationtowards violence,butalsocentersmenastheprimaryvictimsof harm,ratherthanwomenandchildren.Consequently,the framingofGBVasauniqueissuedeservingitsownformof interventionisundermined,hinderingeffectiveresponsesand perpetuatingacycleofharm.

SIZE: 12%

GROWTH: +4%

Individual Institutional

Descriptive

“‘GenderbasedviolenceinJamaicaisatanalltimehigh’ guessthat hasntntodowithJamaicahavinga1000+murderrate ”

Male

“AnadultwomanrapedmewhenIwasa15yearoldboy.WhenItoldpeople theylaughedatme,womenrapeboysinJamaicaandpeopledon'trealize, manyboysgoontotakeouttheirpunishmentongirlstogetbacktheirpower.I thinkJamaicanwomenrapeasmuchasmen.”

Male

“Wouldlovetothecostofviolenceagainstmenandtheeconomic cost.Whilenoonecondonesviolenceagainstwomentherealityis mendietentooneinrelationtowomeninJamaica.”

Male

Prescriptive

“Theevidenceisrightthereinfrontofoureyestoseethatmenare dyingataridiculousrateinJamaica…ItsaMurdercrisis.Notawoman andchildrencrisis.”

Male

“womenandkidsarebarelyevendyingtoviolencecomparedtohow manymendiedifyoucheckthestatistics.”

Male

...weareprobablytheonlycountryknown wheremoreboysdiethanwomenand girlscombined,”saidGayle.Whenhedid abreakdownofvictimsofcrime,henoted that,“80percentwouldbemalesoverthe ageof18,ninepercentwouldbeboys whoarevictimsofmurder.Within Jamaica,itisoftenperceivedthatboys aremainlytheperpetratorsofviolence. But“boysareactuallythegroupthathas themostdisproportionatevictimisation ofviolencethananybodyelse”.

There’snosuchthingasgender-based violence…Malesareviolent,femalesare violent.Nocrimeatallwehcommittedinna Jamaicaoranywhereelseinnatheworld shouldbedistinguishedbygender.So, whenunnoagoputoutthisbigthingaroad asiftosay,‘Oh,geezam,womenaredying andthisisserious’.Ofcourse,thisisvery serious,butpeoplearedyingandifthe mandemadeadatsucharapidrate,why istherenoimportanceplacedonthisfact, thisreality?

Whilegender-basedviolenceis hiddenbya‘cultureofsilence’, violenceagainstmenisvisible

GeneralizedviolenceinJamaicareceivesmuchmedia attentionwhileGBVislesspublicized,spokenabout,or legitimizedbylegalinstitutions.Thus,usersmayfeelremoved fromtheissueofGBVandaremoreoutragedbygang violence,corporalpunishmentorurbancrime.Thecultureof silencingvictimsofGBV,underreporting,andthebeliefthat violenceagainstwomenoccursinprivatespaces,apartfrom society,allservetoperpetuatethisnorm.

Underlyingcauses:Sharedhistoryofviolence(slavery, colonization)makesmenfeelequally,ifnotespecially,victimized

Socialsanctions:Appeasesmenbymitigatingneedformale accountabilityandengagingmalevictimsofviolence(general)

Referencegroup:Centralmediaoutletsormediainfluencers speakingonVAM,alackofconversationaroundviolenceagainst women

123Kviews

7.9Karticlevisits

Discourseontheneedtoincludemenin conversationsaboutgender-basedviolence

Sentimentpertainingtothis narrativeisdisproportionately negative,madeupof4%more negative,3%lessneutral,and lessthan1%morepositive discoursewhencomparedtothe average.

Negativediscourselargely(and angrily)callsouttheperceived hypocrisyoffemalevictimhood.

Thisharmswomeninthenameof “men’srights”.Neutraldiscourse isabouttheneedformentobe includedinconversationsaround violence.

Positivediscoursecelebrates, ratherthanvilifies,effortsin JamaicatoaddressGBV, particularlyeffortsthathave beensuccessful.

59% negative

10% neutral

ExampleTweets

“DomesticViolenceiswomen’sdouble standardslikeSexisformen.Regardlessof whatissaid,it’llalwaysbemoreokfor womentobeviolenttowardsmenwithlittle tonorepercussionevenindeath.”

“‘OntheInternationalDayforthe EliminationofViolenceAgainstWomen,join usforaconversationonthestateof ViolenceAgainstWomeninJamaicalookingatthewayforward.’

Willtherebeaviolenceagainstmenin Jamaicaeventoo?”

31% positive

“ AHugeTHANKYOUtoouramazing sponsorsforjoiningusonthisjourney! Yoursupportisinvaluable.Thankyoufor joiningthefighttoendviolenceagainst womenandgirlsinJamaica.

#ElevateHerJa #EndViolenceAgainstWomen“

Demographics

Middle-agedmenprimarydriversof‘GenderlessViolence’

Maleskew

Averagegenderbreakdownacrossallthemes: 39%Male/61%Female

Millennials,GenXskew

Averageagebreakdownacrossallthemes: 18-24(22%),24-35(29%),35-44(19%),45-54(14%),55-64(10%),65+(6%)

Tonote:Dataretrievedusingsearchdata.Allcodeswereconvertedintosearchqueries,andusingGoogleAds,demographicsweregatheredofthosesearchingforthekeywords:age,gender GenerationalDefinitions:TheBabyBoomerGeneration–born1946-1964.GenerationX–born1965-1980.Millennials–born1981-1996.GenerationZ–born1996-2012

GenderSkew

AgeSkew

Needfortrustednews sourcestoamplifydemand forgender-basedviolence preventionandresponse

'Influencers'aremainlynews,radio,orgovernmentalsourcesthat coverinstancesofgeneralizedviolenceinJamaica.Again,this legitimizesgeneralizedviolenceandurgesresidentstomobilize againstgangviolence,forexample,withoutincentivizingcitizens toshareasimilarconcernaroundviolenceagainstwomen.

Whilewomensharestoriesofviolenceinprivatespaces,there maybelessincentivetoreport,fearingtheverysocial institutionsthatlegitimizegeneralizedviolence(e.g.police, Courts,newsmedia,thechurch).Evenifanewsoutletand/or influencerhandlesthereportingofGBVresponsibly,thisdoesnot shieldvictimsfrombeingcriticizedinthecommentsection.

EntryPoints:Journalists,reporters,radiohosts,mediapersonnelthat distributeinformationonviolencecountry-wide

DiffusionStrategy:Trainingmediaoutletsonviolenceagainstwomen sensitivity,trainingcommentmoderators,evidence-based incentivizationtoframeviolenceasgendered

Influencers:

JamaicanObserver

“

Thevastmajorityofrespondentssaidtheyhave beenthevictimsoforwitnessedviolenceby studentgangsters.”

TheJamaicaStar

“‘Wearefedup’-J’canmomwholostonlychildto gunviolencewantsfirearmban”.Shewasshotby gangsterstradingbullets.”

Nationwide90FM

"DesmondMcKenziesaysmoresheltersarebeing builtacrossJamaicainanefforttocombat violenceagainstthehomeless.”

JamaicaGleaner

“Inthewar-tornMtSalemcommunityofMontego Bay,1familyof7hasfledtheirhome,seeking safetyfromescalatingviolence.”

CVMTelevision

“Tuesday'skillingoftwomeninWestKingston provokedprotestsfromHannahTownresidents, whodecrytherepeatedmurders.”

LoopNews

“HeadoftheStCatherineSouthPoliceDivision saystherecentflareupofviolenceinPortmore, St.Catherine,isaresultofaninternalgangfeud.”

493Kfollowers

387Kfollowers

267Kfollowers

172Kfollowers

150Kfollowers

42.7Kfollowers

Howtheframingof violenceasgenderless hurtsvictims

Furtherexcludesmale victimsofGBV

“It’shardenoughtotry femalevictimrapein Jamaica…Ican’t imaginewhatit’dbelike totrymalevictimrape”

- Twitter

Maybehesitanttoreport (beyonddisclosing)

Thisbeliefmisrepresentsgender-basedadvocacyasameans tosubtractfrominitiativesreducinggeneralizedviolence, ratherthananendtoprotectgroupswhoareespecially vulnerabletoviolence–interpersonallyandinstitutionally.Inthe process,victimsofGBVareharmedinthefollowingways:

Antagonizeswomenand orgsspeakingonGBV

“Ihatehowtheseblack feministthotslike @biancaphd aretryingtoturnmy beautifulJamaicato Epsteinisland.”

- Twitter

Ignoresthestructural realitiesthatinform GBV

LessensincentiveforGBV resources,initiatives

“saying‘stopviolence againstwomenand children’isbasically marginalizingmen. Everyoneneeds empathy&protection.”

- Instagram

Intersectionalanalysis(WE-Talktargetgroups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Noclearimpactdiscussedinonline spaces.Dataanalysisdidnotfind anyavailablediscourseontheimpact ofGenderlessViolenceonteen moms.Whilethatdoesnotmeanthat noimpactexists(sincethenorm de-legitimizesGBV), itdoessuggest usersarenottalkingaboutitasmuch –orasopenly–online.

Primaryvictimsofviolence. Researchshows“youtharethe primarycohortofthepopulationthat aremostaffectedbycrimeand violenceinJamaica,bothasvictims andperpetrators”andofbothviolent andsexualcrimes[1].Thus,they existbothintheworldsofgendered andgeneralviolence,impactedby both.

Excludedfromtheconversation. Elderabusevictimshavean especiallydifficulttimevoicingtheir experiencesbeingbothmarginalized byageandgender.Plus,“thereisno establishedlegislationwhich specificallytargetselderabuse”[2]. Elderwomenneedmoreprotection andmorevisibility.

Noclearimpactdiscussedinonline spaces.Inthedataset,thereisno clearmentionoftherelevanceof GenderlessViolencetoeconomic dependentswhorelyontheir abusers,beyondtheimpactthisnorm hasonallvictimsofGBV,including thoseexperiencingfinancialabuse.

Searchesshowcrime synonymouswith gangs,schoolviolence

Outofallqueriescollected,theAI classifiednearly9%ofallnarrative searchesaspertainingtocrime statistics,followedbycrime(7.6%). Inthesequeries,crimeis synonymouswithgeneralized violence,i.e.gangorgunviolence, whichbegsthequestions:Howcan GBVbeaddressedifitisnot recognizedas alegalandmoral offence,andaviolationofhuman rights?HowcanGBVsurvivorsbe supportediftheyarenotseenas victimsatall?

TOTALTHEMESIDENTIFIED: 250

TOTALSEARCHVOLUME: 29,280

“jamaica murder rate”

“youth gang violence”

“how does crime and violence affect the community”

“high school fights in jamaica”

“solutions to crime and violence in jamaica”

“bethel baptist church help to tackle gang violence”

“resort to violence”

“gang violence being promoted on social media”

“jamaica anti gang legislation”

Breakingstereotypes,buildinggender equality:howtochallengemisconceptions ofgender-basedviolenceinJamaica

GBVmustbeseenasapressingissueinordertobeaddressed

Searchthemesofferinsightintowhatisneededtoframeviolenceasa genderedissue:morewidespreadcirculationofstudiesandstatisticsthat emphasizetheubiquityofGBV;initiativestoensureitisunderstoodasa crime,andtestimoniesthathighlighttheimpactthatsexualviolence (againstwomeninparticular)hasontheindividualandonthecommunity.

Empowersurvivorsthroughpeersupportnetworks

Itisknownthatwomentalkabouttheviolencetheyexperienceinsmaller circles.Encouragetheformationofsurvivor-ledsupportgroupswhere individualswhohaveexperiencedGBVcanconnect,sharetheirstories,and supporteachother,whileseekingadviceandaccessingresources.

Remindmenthatagenderedframingofviolencedoesnotexcludethem MenmayfeelalienatedindiscoursethatpositionsGBVinoppositionto generalizedviolence.Remindingthemthatthey,too,are“genderedbeings” -whocanbevictimsofGBVandexperiencegeneralizedviolence,inpart duetoviolentmasculinity-canpositionGBVeffortsashelpful,notharmful.

ShowcasediverserepresentationsofGBVsurvivors

Sharepowerfulstoriesofindividualsfromadiverserepresentationof genderswhohaveexperiencedGBV,showcasingthevaryingrangeof survivorsandtheirexperiencestochallengetheperceptionthat(general) violenceonlyaffectsmen,orGBVonlyaffectswomen.

SEARCHINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

ChangingtheNarrative:GenderlessViolence

Advocateseducatethepublicongender-basedviolence

“Domesticviolenceisagendered crime.InJamaica,menare overwhelminglytheperpetrators andwomenthevictims.Inaddition, womenareatgreaterriskofinjury andsufferfatalitiesmore.Alittle researchwouldhelpanyonewho seekstounderstandthese issues…Tryingto'balance'theissue andtoerasethehigherriskthat womenfaceputthematmorerisk andalsoerasesthelivedrealitiesof womeninJamaica.Italsodilutes theproblemwhichmeansthat possiblesolutionswillnotaddress theissue.”

“Yes,Jamaicanwomen,allwomen& ourgirlchildrenmustbevaluedand protected.Thismuststop!”

“Whenwetalkaboutgender-based violence,oneofthebiggest hindrancestousmovingforwardto actuallyimplementinganational plantokindoftacklethisissueis thelackofsubstantivedataaround thearea.Unlessyouhaveprevalent surveys…whichdelvesdeeperinto theissue,youdonotunderstand themagnitudeandtheextentofthe issue.Youcannotdevelopproper interventionstofightGBVin Jamaica.AndGBVisalsoleading... tothisextremelybigproblem,a femicidethatwehaveinJamaica. Wedon'ttalkaboutitalot.“

“Thewomanthemcan'tjogagain?Don't tellmeyoulockGodagainSomebody, anybody!!,weneedaintervention,the manthemgonemadagain“

@NikiSkye 274followers

boujie.banton 19.5Kfollowers

@sebrinacbrown 1.91Kfollowers

@EPICFLOWS 17.8Kfollowers

TrivializingRisk Factors

TrivializingRiskFactors

Country-specificcomedy desensitizesaudiencetowarning signsofgender-basedviolence

Whilecomedycanofferareposeorescapefromnegative realities(suchaswidespreadGBVinJamaica),humourcan easilydescendintotrivialization.Quilt.AIfoundthat high-performing#jamaicanhumourpostsmakelightofthe verycircumstancesthatincreasewomen’svulnerabilityto GBV.Thus,aneagernesstoshareorlaughatuniversal experiences,withoutanawarenessofhowthoseexperiences areintertwinedwithidentity-specificviolence,canturna harmlesspostintoadangerousprecedent.

SIZE: 6%

GROWTH: +3%

Individual Institutional

Descriptive

“#EvilWest#jamaicantiktok#fyp#TikTok#viralTiktok#ViralVideo#trend

#Trending Wedon’tendorseviolencetowardswomenthisisforfun andjokes. ”

Male

“IdkLookslikea#prankgonewrong itshis onherchestattheendiswild #SlipNSlide #GoodVibes2da #KingP #music#fight#fyp”

Male

Prescriptive

Videoshowstheinfluencerhappily skippinghomeandtakinghistimetobeat uphisstepfatherafterhismothertexts himsayingshewasbeingabused

Comments:

“Lmaoooookaythisisfunny ”

“Milovedaskip ”

“Iwatchedthis100times ”

Jamaicanmenhavethisweirdtalentwhere they’reabletosaythemostsexually outrageousthingstoyou,andmakeit soundlikethemostbeautifulpoemever writtenbyman…Thismanwalkeduptoa womanandsaid‘wantdieinyourvagina andswimaroundlikePoseidon’andinstead ofbeingoffended,shewaslike‘wow…i’m actuallyreallyintoGreekmythology’

Gender-basedviolenceis justifiedasculturaltraditionand usedasapopularcomedictrope

Jamaicancomedyoftentrivializestwothemes:mencatcalling womenandviolenceagainstwomeninrelationships.This humourtriestojustifythesebehavioursasculturaltraditions, downplayingtheirseriousness,rootedinpatriarchalvaluesof genderinequality.Suchhumourencouragesdangerous mindsetswhichobjectifyanddisrespectwomen,which overlookthemistreatmentofwomenanddonotrecognize GBVasacrimeandviolationofhumanrights.

Underlyingcauses:Genderstereotypes,lackofeducationand awarenessofGBV,practicesthatnormalizeviolence

Socialsanctions:Victim-blaming,lackofconsequences,norms thatprioritizesocialharmonyoveraddressingGBV

Referencegroup:Comediansandmediainfluencersnormalizing GBVwiththeirjokes,lackofeducationandawarenessofGBV

38Kviews

Usersshowconcernaboutthesharingofviolentvideos

Discussionsaround"TrivializingRisk Factors"differfromtheaverage sentimentdistribution.Itis approximately4%morenegative,3% moreneutral,and7%lesspositive thantheoverallaverage.

Positivediscoursepointsoutthatthe sharingofvideoswithviolentcontent, orvideosthattrivializeviolence,has becomenormalizedintheonline worldinJamaica.Usersareurgedto thinkmorecriticallyabouttheimpact ofthismaterialonGBVvictimsand societyatlarge.

Neutraldiscourseiscuriousabout onlookers’rolewhenrecordingviolent acts(vicariousliability).

Negativediscoursefeedsintopranks orcomedicvideosthatmakelightof physicalviolenceandabuseforthe sakeofentertainment.

60% negative

16% neutral

ExampleTweets

“ActingLikeI'mGoingToHITMYFIANCE'S JAMAICANMOMToSeeHerReaction! *BADIDEA*”

“Thefunniestprankever! ”

“VIDEO:Womancaughtoncamera kidnappedfromherhomebyherabusive boyfriendinJamaica familyworried

Insteadofjustrecordingwhydidn’tshe helpherorcallthecopsorsomething”

24% positive

“Ican’tunderstandfolkswhocontinueto sharedeadbodies&accidentsceneson socialmedia.Stopforaminute&think.You wouldneverwanttoseealovedone paradedlikethatonline.Trulysickening.”

Interestinthisnormheavilyskewstowardsyoungerwomen

Femaleskew

Averagegenderbreakdownacrossallnorms:

39%Male/61%Female

GenZ,Millennialsskew

Averageagebreakdownacrossallnorms:

18-24(22%),24-35(29%),35-44(19%),45-54(14%),55-64(10%),65+(6%)

Tonote:Dataretrievedusingsearchdata.Allcodeswereconvertedintosearchqueries,andusingGoogleAds,wegatheredthedemographicsofthosesearchingforthosekeywords:age,gender GenerationalDefinitions:TheBabyBoomerGeneration–born1946-1964.GenerationX–born1965-1980.Millennials–born1981-1996.GenerationZ–born1996-2012

GenderSkew

AgeSkew

Influencersspeakto universalityofrisk factors

Manyinfluencersinformingthisnormarecontentcreatorswith largefollowings,eagertosharecommonalities–eithernationally orabroad–aboutwhatitmeanstobeJamaican,togrowupwith Jamaicanparents,ortonavigateJamaicansociety.High-engaging postsspeaktowidespreadexperiencesofviolence,anger,and abuse–orthecircumstancesthatinvitethoseexperiences.

Aswithcomedy,thesecreatorsserveasamirrortotheirculture, orareusingcomedytocopewiththeexperiencesofbeing victimizedattimesbytheirveryownculture.Someofthe influencerswhojokeaboutGBVriskfactorsforwomenarewomen themselves.

EntryPoints:Comedians,maleinfluencerswithlargesocialmedia outreach,mediapersonalities,memepages

DiffusionStrategy:Empathy-drivenstorytelling,redirectinghumor towardsraisingawarenessandpromotingempathyforGBVvictims

Influencers:

@benitajadah

“WhenyourJamaicanmomCussesyououtwhile youroutwithyourfriends:‘Watchwheny'allcome home.SeeifIdon'tlickyoudownsoyoulearnyour lessonIdidn'tbeatyouhardenoughlasttime’”

@darrielstewart

“Whenyougotojamaicatoliveyourmaddestlife andyallwentthrough5bottleofAppletonandthe mandemorder1more”

Royalprince

“

Jamaicanwomenwhy? #jamaicantiktok #caribbeantiktok#funny#nyc#jamaicanwomen #fyp#fypシ”

@gaffer3323

“Mikickoffablodcladworldancomeinakoh manangdoyouaflinniphonenayiblodcladtoilet EgyalminnawannophonenanabathroomNone Don'tfuckyourbloodcladselfwithmenowman”

@nickay47

“HowJamaicanwomancusstheirman. Murdaaa #fypシ #viralvideo#jamaicatiktok #jamaicanwoman#jamaicanwomenbelike#viral”

@man4dmission

“Tooearlyforthis#fyp#jamaicantiktok #jamaicantiktok viral#crackheadcomedy #whiteplainsroad#jamaicancomedy”

81.5Kfollowers

1.1Mfollowers

39.5Kfollowers

172Kfollowers

121.5Kfollowers

5.16Kfollowers

Howthetrivializationofriskfactorsacts asabarriertosupportforsurvivors

ThetrivializationofGBVriskfactorsreinforcesharmful attitudesandpractices,makesitharderforvictimstobe takenseriously,anddiscouragessurvivorsfromseekinghelp oraccessingjustice.Itseverelyunderminestheimportance ofdevelopingandimplementingeffectivestrategiesforGBV preventionandresponse.

Partnerhashadan extra-maritalrelationship

Partnerhasbeenina fightwithanotherman

Exposuretoemotional abuseduringchildhood

Frequentquarreling amongstthecouple

Partnerstruggleswith alcoholordrugabuse

Intersectionalanalysis(WE-Talktargetgroups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Experiencingfurthermockinginthe digitalrealm.Therearevideosinthe onlineworldthatmakefunofteen momsinJamaica,yetlittlediscourse existswhereusersrespondor criticizethiscontent.Thiscontent mayserveasanextensionofthe mockingorstigmatizationthey experience,furthermarginalizingand isolatingthembothonlineandoffline.

Normalizationstartsatayoungage. OnplatformslikeTikTok,Twitter,or Instagram,deadlyschoolfights, intimatepartnerviolence,orcrime footageoftengo“viral”and“sparka lotreactionfromJamaicans”[1].

Whileadultsmayhavethecapacityto engagewiththiscontentcritically, youthareengulfedincontentthat normalizesviolence.

Alifetimeofnormalizedabuse.For olderwomen,violencehasbeen trivializedandnormalizedoutside socialmedia,andinturnusers discussandspeculatehowthis demographichasbeenexperiencing abuseoverthecourseoftheir lifetimes.Oneuserremarks,in responsetoa72yearoldwoman killedbyherhusband,“probably beatingherallherlifeRIPMatriarch” [2].

Jokesdelegitimizedependents’risk ofviolenceathandsofprovider. Jokesaboutwomenoryouthsbeing financiallydependentonmenareso rampantintheonlinespace,that womenwhoareexploited,trapped,or experienceviolenceasabyproductof thatdependencemaynothavetheir concernsheardorlegitimized.Or, violenceistreatedasanormalpartof thefinancialarrangement.

Desensitizationto violencebeginsata youngage

Outofallqueriescollected,theAI classified~13%ofallnarrative searchesasrelatingtoschool violence,followedbyglobal pornography(8.5%),scandals (6.1%)andmemes(5.7%).School, pornographicsites,and entertainmentplatforms(albeit gossipsitesormemepages)are allsignificantinformantsofyouth culture,whichmeansusersare desensitizedtothevery behavioursthatshouldflag concernand interventionin youth.

TOTALTHEMESIDENTIFIED: 248

Schoolviolence

Pornography Scandals Memes

Humor/funny Entertainment

Gaming

Gossipchannels Music

Legalsystem

TOTALSEARCHVOLUME: 15,400

Family

“belair high school fight”

“cheating wife caught and punished”

“cespedes wife cheats with popcaan”

“man choking woman meme”

“man repeatedly hits girlfriend after breakup prank”

“cheating wife movie list imdb”

“2 player fighting games unblocked”

“dj envy cheats on wife”

“songs about husband cheating on wife”

“can i sue my wife for cheating”

“parents won’t stop fighting”

ChangingtheNarrative:TrivializingRiskFactors

Challengingharmfulhumour, amplifyingrespect:howtodisruptthe trivializationofgender-basedviolence

Socialmediamonitoring:invitinggreaterdiscourse

RegularlymonitoringsocialmediaplatformsforcontentthattrivializesGBV orpromotesviolenceagainstwomenandchildren(e.g.schoolfights)could beagoodstartingpointforcreatingeducationaldialogueconcerningthe impactthatcontentcanhaveonreal-lifevictims.

Light-heartedhumourmaystillhaveitsplace

Comedyisapowerfultooltodisarmaudiencesthatmayhavestrong reactionstogender-baseddiscourse.Whencontentcreatorsleveragethe powerofhumourtochallengenegativeideas,mythsandstereotypes, comedycanbeusedtoraiseawareness.

Engageandeducatecontentcreatorswhopostharmfulcontent

Reachingoutdirectlytocontentcreatorsandprovidingthemwith educationalresources,statisticsandstories,andhighlightingthe seriousnessoftrivializingGBVmayencouragethemtoreframetheir content.

Launchacampaignwithuser-generatedpositivemessaging

Launchacampaignwithuser-generatedmessagesthatencourageusersto createandsharetheirowncontent,suchasvideos,graphicsormemes, thatpromotepositivemessagesaboutconsent,genderequalityand respectfulrelationships.

SEARCHINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

ChangingtheNarrative:TrivializingRiskFactors

Advocatesusehumourtocalloutgenderinequality

“Wenttoseeandhearformyself.

Idon'tknowallwhoplaygames.But tohearthePMofJamaicaplaying games,trivializing&politicizing gangs,murdersandviolence,is tragic!ThisisnotthebestJamaica cando.Wecandomuchbetterthan this.”

“Ikeeponthinkingyoucannotget anymoreoutofpocketandIkeepon beingwrong.”

“JamaicanMenwityadwityad.Fix up,Fixup”

“Whydoyouthinkthatapproaching awomanandgoingintheirpersonal spacewithastinkmouthisok?"

@DBuckSWStEliz 1.08Kfollowers

@howshaniekaseesit 1.5Kfollowers

@ShariiOfficial 32.6Kfollowers

@bobbthegreat 11.7Kfollowers

Unfaithfuland Unfeeling

Unfaithful&Unfeeling

Womenseenasinsidious anddeceptive

Commentatorsbelievethatthecapacityto cheat, deceive, andtobemoney-grabbers,isintegraltowomen’s relationshipswithmen.IntheJamaicancontext,theissue ofpaternityfraud–orgivingmen“thejacket”–isperceivedas awidespreadmanifestationofwomen’sdeceitfulnessin pursuitofmonetarygain.Violencetowardswomenthen becomesjustified,whilewomen’stestimoniesofviolenceand victimizationaredismissed.

SIZE: 3%

GROWTH: -12%

Individual Institutional

Descriptive

“asamanyoumusttoleratethesecondgenderbadbehaviour Likeyousaidwomendon'tlovementheyloveonlywhenyougivethemThier immediatedesire,Goodsex,moneyetc”

Male

Prescriptive

“Thesewomendon'tunderstandthedamagetheydotoaman'smindwhen theydostufflikethat.Tryingtomakeitlooklikehewasunstableorsomething.”

Male

“‘Awomangetsexposedforattendingtwodifferentbabyshowerswearingthe samedressfor2differentmen.’SoonseeheronpaternitycourttalkingAbtshe didn'tcheatnit'surbaby.Whoever‘ur’is”

Female

“MANYJamaicanwombmenneedtofixupastheyhavelittleselfrespectand evenlessfortheirchildrenseeing/usingtheirchild/renasafinancialpawneven 'selling'them/allowingthemtobegroomed by'MrBig'!”

Female

“Womenaresoevil.ImagineIsaiditwasamistakethatiwasgivingthembun anddemstillwahgimmebun.Howpetty.”

Male

Demgyalyahwicked,demwicked,dem wicked

Idon'tknowhowdemsowicked Whydemsowicked

Quantaniumdidtellmedemwicked

Comment:AllrisefortheNational AnthemofJamaica

Comment:AllstandfortheRedpill nationalanthem!

Comment:Womantoowickedtoo,they knowinglygivethechildtothewrongman becauseoffinancialsecurity/relationship security.

Comment:Ifthewomenwouldengagewith onepartneratatimeandhaverespectfor themselvestheywouldn'tbeconcerned aboutbeingshamed.

Comment:womendon'tcarewhenDema shamemen

Bothmenandwomencan ‘benefit’fromassumptions regardingwomen’simmorality

InJamaica,thereareseveralmythsandmisconceptionsthat encourageuserstobelievethatwomenare‘evil’.Formen,it mayabsolvethemofresponsibilityorpersonalhurtifthey haveanegativeexperiencewithawoman.Itmayjustify causinghurtorharmtowomenwho‘deserveit’.Ifavictimis ‘immoral’,anabusermayfeelnoneedtoproceedmorally.For women,participatinginthisdiscoursemayshowtheyarea uniquecase,deservingofmoraltreatment(andundeserving ofviolence).

Underlyingcauses:Legacyofslavery,religiousinterpretations, historicalpowerimbalances&patriarchy

Socialsanctions:Allowsforthecontinuedmistreatmentand disenfranchisementofwomenwithoutneedforreform/subversion

Referencegroup:Men,especiallyofahighprofile,speakingto universalexperiencesofinfidelity,being“jacketed”

17.2Kviews

647Kviews

‘Unfaithful&Unfeeling’containshighestpercent ofnegativediscourseacrossallnarratives

Thesentimentdistributionfor "Unfaithful&Unfeeling"displaysa markeddifferencefromtheaverage. Itisapproximately10%more negative,2%moreneutral,and9% lesspositivecomparedtotheoverall average.

Negativediscoursehighlights women'sseeminglyinnatecapability tocheat,incorporatinghumourand referringto“scientificfindings”while discussinginfidelity.

Neutraldiscourseappears‘positive’, challengingtheperceptionofhigh ratesofinfidelitybyproviding statisticalevidencethatcontradicts commonbeliefs.

Positivediscoursedispelsthemyth thatallwomenarecruelorevil.They humanizethem,celebratingtheir successesandrecognizingtheirhard work.

66% negative

11% neutral

ExampleTweets

"HappyMonday,accordingtoSIANCE (science)&Dr.Gayle,womenhavewhatit takestocheat-BETTA!Watchthefull Psychologyof…BUN(Season2)on #psychologyofbun#jamaica#cheating #stats"

“Backaround2005astudyshowed32%of courtorderedpaternitytestswherethe paternitywasindoubtitshowedtheman testedwasnotthefather.

Dudeswillholdontothisasifthiswastrue forthegeneralpublic. It's1-3%butthat doesn'tfittheirnarrative."

23% positive

“IfollowalotofwomeninTech.AllIseeis themgettingfit,gettingmoney,getting certs,buyinghouses,buyingAMG’s.It’sso dopeandmotivatingtosee.That’swhyI wakeupat3am/330amtobustmyassto catchupwithyall.Causey’allreally working! ”

Millennials,olderwomendriversof‘Unfaithful&Unfeeling’

GenderSkew

Femaleskew

Averagegenderbreakdownacrossallthemes:

39%Male/61%Female

AgeSkew

Millennials,olderskew

Averagegenderbreakdownacrossallthemes: 18-24(22%),24-35(29%),35-44(19%),45-54(14%),55-64(10%),65+(6%)

Tonote:Dataretrievedusingsearchdata.Allcodeswereconvertedintosearchqueries,andusingGoogleAds,wegatheredthedemographicsofthosesearchingforthosekeywords:age,gender GenerationalDefinitions:TheBabyBoomerGeneration–born1946-1964.GenerationX–born1965-1980.Millennials–born1981-1996.GenerationZ–born1996-2012

TheInvisibleInfluencer:a safespaceformisogyny

Here,topinfluencersaremainlymen,manyofwhomhidebehind ambiguousscreennamesandnon-determinantprofilepictures thatmaketheirtrueidentityevasive.Undertheseambiguous onlinecircumstances,perhapstheyfeelincreasinglyempowered tospeakofwomen’sperceivedvileness.Inadditiontothistypeof anonymousmalefigure,top-followedpostersoverlapwiththe malesexualcontentcreatorspaceandmemepages.

Intermsofdemographics,followersofthesepagesaremainly men.Quicklyenough,despiteintent,postsgeneralizingwomen’s behaviorcirculateinmale-dominatedspacesfilledwith like-mindedusers.Theassumptionthatwomenareinnatelyevil becomesnormalized,spillingintoofflinerealms.

Influencers:

EntryPoints:Maleinfluencers,memepagesandsexualcontent creatorswithlargesocialoutreach

DiffusionStrategy:Challengeharmfulstereotypesandandpromote positiveattitudestowardswomen,promotepositiverolemodels

RealestKavi

“Ittakesalotforwomentocheat.Andminahtalk bouttheoneswedashoutdemfrontcausethe mandrivesaluxurycar#BwoyATingzAfterDark”

TheB-U-N™

“‘Especiallyify’allmarriedthatreallymakesyou mysisternow…Mendon’tencourageeachother tocheatthat’sawomenthing”

@daystargreen_sa

"RT@_ShaunKeyz:I’llneverunderstandwomen wholieaboutbeingraped,that’ssoevil.”

slvppy

“Tyresesayshefoundoutduringhisdivorcetrial thathisex-wifewasonlyinitforthe“Money”’men whentheyfindoutwomenlovemoney”

@junior_flexxx

“RT@BradleyCarl256:Youreallyhaveaproblemif youdon'tlikewomen,putthefactthatthey'reevil aside..they'reablessing ”

BobMango

“@DJewelledDollJamaicanwomendon’tdeserve loyalty Bunfirun”

69.9Kfollowers

454Kfollowers

17.3Kfollowers

12.2Kfollowers

11.4Kfollowers

5.75Kfollowers

Howthedemonizationof womenharmsvictimsfrom seekinghelp,resources

Frameswomenas responsibleforabuse

Normalizationof violenceagainst women

“Matthewbeatthegirltillshe wetherselfinadditionto brandingherandpplreallyout yahadefendhim??Unnu serious???pplsayingshe consentedtogettingbeat,that shedeserveditforbeinga cheater…Iamshocked!”

- Twitter

“thatswhymanfistopbabyupdem stinkinggyalyaandtreatdemlikethe dawgshittheyare”

Thisnormativestereotypecreatesacultureofvictim-blaming andshame,causingwomentointernalizefeelingsofguiltand self-blame,andtofearjudgmentandfurtherstigmatization. Demonizationalsocanresultindiminishedcredibilityand reducedsupportfromsocietyandinstitutions,makingitharder forwomentoaccesstheassistancetheyneed.

Vilifies&dehumanizes advocates

Underminesempathy andsupportfor victims

Framescertaintypes ofwomenas especiallyevil

“It'sppllikeherwhywe needmandatorytesting thisactivistmustknows whatitfeelsliketogive amanajacket”

- Youtube

“@VybzKardoNo,you're justtootraumatizedand indoctrinatedtoseethat lightskinnedwomenare thetrueevil”

- Twitter

““itmustbeareasonwhyhe'streatingher thisway,alwaystwosidestoastory”

Intersectionalanalysis(WE-Talktargetgroups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Teenmomsexperience greatest victimblaming.Whengirlsandteens becomepregnant,whenimpregnated byoldermen,usersfindwaystovilify victims,withremarkssuchas,“she didnottakethenecessary precaution”[1],suggestingtheyoung momsarelyingaboutthefathers,or were“willingparticipants”(in instanceswheretheteenisbelowthe ageofconsent).

Youthviewedashavingnomorals, unlikeoldergenerations.Whenit comestosexuality,relationships,and ethics,youthoftenexperiencethe mostcriticism.Younggirlsare disproportionatelysubjectedtohate online,evidencedincommentssuch asthisonefromaYoutubeuser: “Mostoftheseyounggirlsnowa dayshavenomorals”[2].

Viewednegativelybybothwomen andmen.Whilemenmayfeelolder womenareespeciallyunfeeling, youngerwomenlookdownonelder women’sstances.Oneuserwrites,“I needoldblackwomentohealcause wtf”[3].Elderwomenfeelattimes abandoned,noting“...some[youths] willnotliftafingertohelpme, withoutstretchingouttheirhand”[4].

Doubleburdenofcriticism.Economic dependentsarevilifiedfromtwo angles:first,fromtheangleofrelying onapartnerorparentforfinancial stability(feedingintotheideathat womenuseothersformonetarygain) andfromtheangleofnotleavingan abusersooneroratall,ignoringthe complexrealitiesoffinancialabuse andpowerinequities

Pornographyfeeds the‘Unfaithful& Unfeeling’stereotype

Outofallqueriescollected,9.5% ofallsearcheswereclassifiedby AIaspertainingto global pornography,portrayingwomen ascheaters,dishonestorsexually immoral.Pornography’s percentageismuchlargerthan otherthemes,whichsuggestsa perceivedlink betweensex women’s‘deceitfulness’.Asmany usersnotethat“sexed=porn” [1],thelinkbetween violenceand thisnormativestereotype,maybe furtherreinforced.

Pornography

TOTALTHEMESIDENTIFIED: 240

Crime

TOTALSEARCHVOLUME: 8,360

Infidelity Paternityfraud

Legalissues

Falseaccusations Scamming

“jamaica women cheating compilation”

“girl murders for money”

“women cheat more than men”

“jamaica highest rate paternity fraud”

“family court paternity fraud”

“no bail for rape accused jamaica”

“flip money girls”

“girls and money”

“girls only want money car and house”

“statistically who cheats more men or women”

“women better at cheating jamaican star”

Breakingstereotypes,buildinginclusion: Disruptingharmfulbeliefsaboutwomen

Tacklingthepowerfulroleofglobalpornography

Whileempoweringdiscoursethatframeswomeninapositivelightmaybe scarceonline,“adult”contentisrampantandinfluential.Thestereotypeof the‘deceitfulwoman’needstoberemovedfromonlinediscoursearound woman’ssexuality,andoffensivesexualcontentonsocialmedianeedsto bereported.

Ifwomenaredegradedandvictimizedbylegalinstitutions,userswill follow

Toensureequitabletreatmentofwomeninthejusticesystem,collaboration withlegalinstitutionstoprovidetrainingongenderawarenessandhowto supportsurvivorsthroughoutlegalprocesses,canreducegenderbiasand victimizationfromtoptobottomofthejusticesystem.

Empowermentprogrammesforespeciallymarginalizedwomen

Searchdatashowthatsomewomenfacegreaterhurdlesthanothersin beingbelieved.Empowermentprogrammestailoredtoaddresstheunique anduniversalchallengesofmarginalizedwomen,viaskillstraining, mentorship,andsupportnetworks,canhelpenhancetheiragencyand challengestereotypes.

Menarekeytochangingthenarrative;rewardpositivetestimoniesabout women

Astopinfluencersshow,thisstereotypeisfed,circulatedandlegitimizedin male-dominatedspacesonline.Todisruptthisnarrative,maleusersmust speakoutagainstthevilifyingofwomenandvictims.How?Encouragemen, particularlyinfluencers,tosharepositiveexperiencesandencounterswith women.

SEARCHINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

SEARCHINSIGHT

ChangingtheNarrative:Unfaithful&Unfeeling

Advocatesshowhowthisstereotypeharmsmenandwomenalike

“‘AsawomanIwonder,“Whywould menCHOOSEtobelievethat womenaregreedygold-diggers whoarealwaysonthehuntforthe nextbigrichmanwithasquarejaw? Thatthey'realwaysschemingto commitpaternityfraud?Whydo menpreferthinkingtheironlyvalue istheirwallet?’’”

“WomenUsMenAppreciateYou

#khorii_rhymes

#jamaicantiktok viral#women #empowerment”

“‘MinisterofLegaland ConstitutionalAffairs,Marlene MalahooFortehasdeclaredthat shewillnotsupportanypushto legaliseabortioninJamaica...in honourofhermother.’

Thesearethepeoplewehave inpowerstandingonnothingbut atavisticpersonalbeliefs,limiting andblockingaccesstolifesaving services. Whymustyoursingularexperience trumpthelivedrealitiesofhave (especially)youngwomeninJa?

Aregressiveregime!”

“#jamaicafyp #jamaicafyp

#jamaicafyp #educationfyp

#jamaicatiktoker #sexualidade

#educatioedition#fypwomen”

@yooneedmorejodi 13.7Kfollowers

@khorii_rhymes 11.1Kfollowers

@chadmorganesq 13.7Kfollowers

@heisdelarue 8.85Kfollowers

Invincible Matriarch

InvincibleMatriarch

Theillusionoffemalepowerandits impactongender-basedviolence andvictimizationinJamaica

GBVisrootedinunequaldistributionofsystemic,societal andinterpersonalpower.Yetusers,mainlymale,arefirmin theirbeliefthatJamaicanwomenholdthepowerand privilege,andthatwomenareincontrolofthehousehold, ofthegovernment,andofsociety.Thishasconsequences forGBVintwoinsidiousways:womenare(1)seentobe responsibleforcreatingacultureofviolenceand(2)are notcapableofbeingvictimized.

SIZE: 6%

GROWTH: +7%

Individual Institutional

Descriptive

“‘Jaimaica…[isoneof]theonlycountrieswhereabossismorelikelytobea woman’AndthatswhyIsmhatpplinJamaicawhostilltalkabouttheworkplace beingmaledominatedandmajoritymaleruled.Thatwholegenderbias/women strugglingforequalityinaJaworkplaceisover”

Male

“Mostmalesareraisedbywomen. Jamaicaisamatriarchalsociety? Howcanrapebecontrolled? WomenPower?”

Male

“The"shockandoutrage"...canyouimagineawomanbeinginvolved?Whichset ofmurderersinthiscountryfunctioneffectivelywithoutwomenascoretothe "system"?Let'skeeplivingindenialthatwomenandworkingmenare "innocent"”

Male

Prescriptive

“Thepopulationofwomenare7to1 Justaninterestingfact.Alsorunthecountry.”

Male

“LoL,I'velivedinthreecountriesinthepastdecadeofmyadultyears.Letme assurethat:(1)ALLthreearere-examiningtraditionalgenderroles. (2) Jamaicaneverhadanytobeginwith,lol.Mendonotrunourhouseholdsand mostJamaicanmanagersarewomen.”

Female

However,thereisstilltheclaimofwomen beingrelegatedtosecondplacebyamale dominatedsociety,onearmedwitha testosteronedrivenboys’clubmentality andthesubtle,sometimesovertdisplayof disregardforthefairerandfinersex….Ifall womendemandmenweartheirpantsat theirwaistandnotattheirknees,not exposetheirbuttocksandunderpantsand formameaningfulrelationshipwithabelt, thenthatiswhatwewillallendupdoing.

Manlovewoman,womannotloveman. Onlymanlovewoman,mebread.And womanrecognizemanforthempossess andwhatshecanget.Amanalonewill buythemhouse,buythemcar,paythem furniturebillandlikebillallthatshit.And womannotdothattoyouunlessyouare gotheotherwayandyouarehitwithshit fromthembottomallthatshit. Understand?

Perceptionsofpower:

Womenhavepersonaland institutionalauthority

Thisnormativestereotypemanifestsinusersregarding womenasholdingmorepowerinstitutionallyaswellas interpersonally.Accordingtoarticleslike“JamaicaWomen HoldthePower”,menwilldoanythingawomantellsthemto, andwomen’sclassificationas“second-classcitizens”isa fantasy.Usersalsobelievethatwomenwilldoanythingto takeadvantageofmen,leveragingwhateverittakesinpursuit ofmen’smaterialpossessions.Thus,ineitherscenario,men whosubscribetothisbeliefconsiderthemselvesvictimsof femalepower.

Underlyingcauses:Mediaportrayalsandpopulardiscourse, socioeconomicdisparities,interpersonalmaleadversity

Socialsanctions:Canguiseharmfulstereotypesasaconcernfor equality,givesmenroomtogainmorepower

Referencegroup:Men’srightsactivists,talkshow/radiohosts, publiccasesofmalevictims,femaleaggressors

17.9Kvisits

58Kviews

Discoursesentimentilluminatesfemaleempowerment amidstgenerallynegativegenderdynamics

Whenanalyzingthesentiment distributionforthe"Invincible Matriarch"stereotype,weobservea significantdeviationfromthe average.Itisapproximately2%less negative,4%moreneutral,and1% lesspositivecomparedtotheoverall average.

Neutralconversationinvolves personalanecdotesandperspectives thatunderlinethecomplexitiesof genderroles,feminism,andindividual preferences.

Positivecommentaryhighlightsthe correlationbetweentheearning powerofwomenwithhighratesof domesticviolence,suggestingthat somemenreactnegativelyto women’seconomicpower.

Negativediscourseputsincreasing onusandblameonwomen,beyond theirexistingresponsibilitiesandinan efforttoabsolvemenfrombeing responsibleandaccountable.

58% negative

9% neutral

33% positive

“StopputtingtheresponsibilityofYOUR bodyonthesemen.Womenneedtobe responsible.Period.Stopmakingexcuses foryourself.”

“HadthisconvoonadateonceIconsider myselfafeministbecausei’mprowoman butIdon’tthinkmen&womenareequalI thinkwomenaresuperior&Idon’twantto changegenderrolesIwantsoftlife&men towork&provideforme”

“MenhavenogenderrolesinJamaica. Theysaytheirroleistoprovide,yet80%of WestIndianfamiliesarematriarchal,so whatpurposedemserveexactly?? Only the20%adotings.

“Womenmakemore than inJamaica tooThat’swhydomesticviolencerateisso highbecausethey’reangrywomenhave money&powerbuttheyrefusetogiveus respect”

ExampleTweets

Men,ages24-64,showdisproportionate interestinthisstereotype

Maleskew

Averagegenderbreakdownacrossallthemes:

39%Male/61%Female

Millennials,GenX,Boomersskew

Averageagebreakdownacrossallthemes:

18-24(22%),24-35(29%),35-44(19%),45-54(14%),55-64(10%),65+(6%)

Tonote:Dataretrievedusingsearchdata.Allcodeswereconvertedintosearchqueries,andusingGoogleAds,wegatheredthedemographicsofthosesearchingforthosekeywords:age,gender GenerationalDefinitions:TheBabyBoomerGeneration–born1946-1964.GenerationX–born1965-1980.Millennials–born1981-1996.GenerationZ–born1996-2012

GenderSkew

AgeSkew

Influencersinclude lawyersandjournalists ofbothsexes

Topinfluencersinthisnarrativecomefromawidevarietyof spaces:somearelawyers(ClydeWilliams)whileothersarenews personnel(CVMTelevision),andsomearewomenandmen.In essence,thisnormativestereotypeisinformedbybothpublic institutionsandprivatecircles,operatingintandemwith stereotypeslikeUnfaithful&Unfeeling.Inthiscase,usersarenot arguingwhetherwomenarevirtuousornot,butinsteadsubscribe tothebeliefthattheyaredisproportionatelyfavouredassuch.

Theimpact?Thedeep-seatedbeliefthatmenneedtobe protectedfromwomen,whomtheyviewastheoppressorandmen astheoppressed.Thereisanoverarchinginabilityor unwillingnesstoseetheneedtosafeguardwomenfromabuse.

EntryPoints:Newsmediaoutletsandjournalists,maleinfluencers, influentialfiguresholdingrespectedpositionsinpoliticsorlaw

DiffusionStrategy:ShowcaseGBVstoriesfromvariousangles, educateandpromoteawareness,fosterdialogueandinclusion

Influencers:

CVMTelevision

“Thefourwomenaccusedofdefraudingthe Sagicorbankofsome65milliondollarswere grantedfivemonthsbailextension.”

ClydeWilliams

“@yaneekpageAndyouarewoman.Theman experienceisverydifferent.Thestreetsnoteasy forassertiveJamaicanmen,notbeingviolentjust standingonyuhrights.”

Martinshoota

“Blackfeministdon’twantequality.Theywantto beandhavethepowerofwhitewomen.They wanttohateblackmenwithoutbacklash.”

@loweminuh

“RT@amarihanifahh:Eveninthecourtoflaw womenareprotectedandcoddled”

Dr corruption⚚

“teachhimalessonwaekowayanxushima activist,thefactdatamanshouldn'traisehis handsonawomanisgivingdiswomenthewill andpowertorideonmen”

February’sFire

“@TheConsciousRN_Thispowerstruggleinthese genderwarsaregettingprettylame.Abunchof angrywomenwithmoney”

172Kfollowers

36.3Kfollowers

11.8Kfollowers

8.46Kfollowers

5.45Kfollowers

5.75Kfollowers

Howthe‘InvincibleMatriarch’ narrativeharmsvictimsof gender-basedviolence

Ifwomenareperceivedtoholdthepowerinbothpublicand privatespaces,socialmediausersaremorewillingto downplaytheprevalenceandimpactofviolenceagainst women.Inturn,thisshiftsfocusawayfromsystemicgender inequalities,andinsteadpromotesnarrativesthatundermine theexperiencesandneedsofvictims.

Believesexistingsystem isworkingforthem

UnderreportedGBVdue toconstantdownplay

Womenseenasresponsible formistreatment

Limitedsupportand resources

Framescertaintypesof womenasespeciallyevil

“Alotofpoormaleslack financialsupportfromparent (s)/thirdparties...Ontheother handapoorfemaleinJamaica willfindasugardaddy, businessownerormarriedman tospoilherwhichultimately allowshertogainaccessto opportunitiesmuchfasterand easier”

- Youtube

“Youcanhavethemostloving man-ifyougivehimthe opportunityhewillcheat.You canhavethemosttoxicman andifyoudon’tlethimhewill notcheat.Womengottacome backtotheirsenses-see thingsforwhattheyareandbe awareofthepowerwehold!"

- Twitter

“Andthere'sabsolutelyno resourcesforthevictimsof theseformsofabusewithin theisland.Wejusthavetosit thereandwonderifitsallinour heads.Ibegthewomenof Jamaicatoeducate themselvesongaslighting.....it happensmorethanyouthink”

- Twitter

IntersectionalanalysisofWE-Talktargetgroups

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Superhumanstrengthrequiredfor youngmoms.Oneuserrelateshow traumatizingherteenpregnancywas, tothepointsheideatedsuicide,yet remarked“asalessontootherteen girls”that“thesechallengesgaveme thecouragetoworkharder.”[1]Other usersonTikTokreassurepregnant teensthattheyshouldremainstrong, calm,andgothroughwiththe pregnancies,minimizingsocialand infrastructuralobstacles.

Notinterestedininvincibility;want aneasierlifeinstead.Youngwomen donotwanttobe‘invincible’or necessarilyactiveinthemovement forgenderequityandempowerment ofwomen. Asoneuserputsit, “Sprinklingtripletpregnancydust, inheritance,moneymenandasoft lifeallovertheTL.”[2]

Socialadvancements:thefruitof elderwomen’slabour.Elderwomen areofthegenerationof“makingbold strides”,underthebeliefthatwomen “shouldseizethepowertheyhaveto makethechangeswewishforinour country”[3].Whiletheycontest narrativesthattheywieldthepower they’veearnedagainstmen,theydo viewtheiradvancements,sociallyand politically,asachievementsworth celebrating.

Invisiblevictims:Duetothe perceptionthatwomenaremoreable tobeeconomicproviders–which appearstocorrelatewithgreater ratesofdomesticviolence[4]–abuseexperiencedbytheireconomic dependentsmaygounnoticedormay bequestioned.Thereisariskthat financialabusemayberecognized predominantlyformalevictimsonly.

Concernsover women’sperceived politicalpower

Outofallqueriescollected,6.3% ofsearchesrelatedtothis stereotypewereclassifiedbyAI aspertainingtopolitics,followed bynegativecommentsaboutmen (3.4%),men’srights(3.4%)and stereotypes(3.0%).Politics,while largelyabsentfromthe influenceranalysis,showsgains forwomen,suchasthe“Historic NumberofWomenElectedto Jamaica’sParliament”in2020[1]. Thus,whiletheperceptionof women’spowerisinflated,itis influencedbyrealprogress.

TOTALTHEMESIDENTIFIED: 237

Misandry

Men’sRights

TOTALSEARCHVOLUME: 13,930

“portia simpson miller jamaica”

“gender discrimination against men in the labour force”

“how male marginalization affects society perception of men”

“gender stereotype men being the main breadwinner”

“articles of gender discrimination against men”

“divorce attorneys for men's rights”

“the effects of gender inequality in the workplace for men”

“the effect of gender quotas on male politicians”

“bossy wife”

“male gender inequality statistics”

“forced gender reassignment male to female”

Recognizemaleusers’vulnerabilities, whileengagingmenonhowwomen’s empowermentbenefitssociety

Medialiteracyandcriticalthinkingisamust

Implementmedialiteracyprogrammesthatequipindividualswiththe necessaryskillstocriticallyanalyzemediamessages,helpingthemto recognizebiasesandmisinformation,andtopromoteamorenuanced understandingofwomen'sempowermentandgenderdynamicsinJamaica.

Addressingsocioeconomicfactorstoengagemen

Provideeducationalresourcesandinitiativesthataddressthe socio-economicchallengesmenface,promotingunderstandingofsocietal powerdynamicsandtheinterconnectednessofdifferentformsof oppression.

ShowingstoriesofGBVfromdifferentangles

Itisimportanttoincludetestimoniesfromawiderangeofsurvivors, and to recognizethatsomeboysandyoungmenexperienceGBV.Itisimportantto consistentlyusedatawhichshowsthatwomenandgirlsareespecially vulnerabletosexualandintimatepartnerviolence;thismayhelpuninformed maleuserstorecognizetherealityofGBV.

Collaboratewithinfluencerstopromoteunderstandingof,ratherthan fearof,women’sempowermentandgenderequality

Engagemaleinfluencers,celebrities,andinfluentialleaders,topromote balancednarrativesandchallengetheperceptionofwomen's empowermentasanoppressiveforce,emphasizingtheimportanceof equalityandmutualsupport.

SEARCHINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

ChangingtheNarrative:InvincibleMatriarch

Advocatescallouttherealitiesofgender-basedvulnerability

@dempsterchung 2.84Kfollowers

“"@ThisisPreki

-Womenpaid2/3ofaman'ssalary fordoingsamejob

-Over1in4womenarevictimsof genderbasedviolence -4thhighestrateoffemale homicideintheworld -30%ofparliamentariansare women

Representationinoneniche(female middlemanagers)doesn'tmean equality."

“Honestlyitsverysadthatwomen caawalkinnapeaceinnademoun country”

“Herhandsswell,herfaceswellbig peopleshecantdonuthinohGod, andmiatellyaman,enoughwomen isgoingthroughit”

“It’sdisappointingtoseesomany womenagainsttheideaof menstrualleave.Itsagoodtimeas MENtoeducateourselves.”

@justjamiepandit 251.1Kfollowers

@justjamiepandit 251.1Kfollowers

Hypersexualization

Theobjectificationofblack womenandgirls:colonial causes,modernconsequences

Jamaicanwomenhavebeenhistorically–andremaintoday–hypersexualizedduetoacombinationoffactors,including deeplyingrainedracialstereotypes,objectification,andthe influenceofcolonialismandslavery.Thisinformstheconcurrent exoticizinganddegradingofJamaicanwomen'sbodies, perpetuatingharmfulanddehumanizingstereotypesthatportray themassexuallypromiscuous,available,andexistingsolelyfor thepleasureofothers.Girlsarealsohypersexualized,making themespeciallyvulnerabletoviolence.

SIZE: 11%

GROWTH: -1%

Individual Institutional

Descriptive

“thebiggestwhiplashI’veevergottenisbeingsexualizedmyentire teenagelifeandnowwhenalltheseoldassm€nseethatI’m18 they’relike“oh,Ithoughtyouwereyounger”or“ifyouwereyounger” likewtfisthatsupposedtomeanweirdo ”

Female

Prescriptive

“Onehourinthecarwithfour19yearoldsandIlearnt:

1.Scammadancehallhaveabuzz

2.Ifyoursongisn'taboutpussy,freakygyalgivingblowjobs,and/or blowingoffabwoyheadtop,isitreallyahitsong?”

Twitter

“‘nooneseesanythingdisturbingaboutthisvideo?’Nope,because sexualizedkidsarenormalinJamaica ”

Male

“littlegirlslookinlikeBIGWOMAN...thatswhynuffmangettingin TROUBLE... ”

Male

“Onceyoulearnhowtocontrolyourlust,you'llnoticemostwomen canonlyprovideyouwithissex”

Male

WhenIseeyouwininginfrontthestage (there'ssomethingaboutyou)

Pleaseforgiveme,pleaseexcuseme

Butthere'snothingelsethatamancan do(excuseme)

Ican'thelpmyself,ficklewoman(come on)

Ijustneedtobenexttoyou(yo)

Comment: Thisusedtobeoneofmyfavoritesong duringprimaryschooldays

https://youtu.be/_U4sLGFouB0

Bouncecheckinnaaccountamektheskull upset/Noneaunnuhnuhknowdunceyet/ Backadiclass,men'avenosubject(none)/ EnglandgyalinnadiBimmawantrough sex/Shepopdimollyhardbutshenuh drunkyet/DriftdiCrownhardandmekshe getupset/Yo,amoneyadisubject

Hypersexuallyricsand graphicsdegradewomenas solelybodiesforpleasure

Comment:Hissongsaretotallydifferent fromtheotherartists,lessviolenceand stillmakinghits.

Withinpopculture,thehypersexualizationofgirls,and normalizationofsexuallysuggestiveimagery,clothing,and behaviorforyounggirls,exposesthemtopotentialpredators, andperpetuatestheobjectificationandcommodificationof theirbodies.Thisnotonlydenieschildrentheirrighttoasafe andnurturingenvironmentbutalsoreinforcesharmfulgender normsandstereotypes,fuelingacycleofexploitation,with emotionalandpsychologicalconsequencesthatcanlastinto adulthood,ifnotforlife.

Underlyingcauses:Historicalexperiencesofsexualization, commercializationofsexuality,reinforcementofgendernorms

Socialsanctions:NormalizationanddesensitizationofGBV, silencinganddismissalofvictims,victim-blaming

Referencegroup:Mainstreammusicartistsandproducers, celebrityinfluencers,musiccommunities,peergroups

20Mviews

12Mviews

Positivediscussionschallenge hypersexualizationofwomenandgirls

Thediscussionsurrounding hypersexualizationisapproximately 2%lessnegative,2%moreneutral, and3%lesspositivethantheoverall average.

Positivediscourseisvaried.Some commentsrefertobreastfeedingin termsofitbeingempowering,instead ofsexualizing.Othersexpress acceptanceofsexuallyexplicitdance formsaspartofculturalexpression, withinthecontextofthelocalculture.

Neutraldiscourseechoeswomen's concernswhilenegativediscourse overtlysexualizesordehumanizes girlsandyoungwomen.

53% negative

ExampleTweets

SomeyounggyalcominglikeDog onceu startfeeddem,demnahwahleftyou yard #Kuya”

12% neutral

35% positive

“AsaJamaicanwomanIliveincomplete fear.Ifeelmoreshouldbedonetoprotect ourwomen.IreallywishIcouldenjoymy countrywithoutmenmakingunnecessary sexualadvances.Iamtired!#Jamaica”

“EverytimeIseethedescriptionJamaica usesforsexualcontactwithaminor,it reinforcesthedegreetowhich sexualizationofchildrenisnormalized.”

“Womenareextremelyoversexualizedin Jamaicabutatleastwedon'tsexualize breastfeeding”

“Idon’tseeanythingwrong,thisiswhat happensinJamaica thisisculture,they don’tsexualizethedanceit’sliterallypart ofthethecarnival.”

Interestinthisnormskews towardsmiddle-agedwomen

Femaleskew

Averagegenderbreakdownacrossallthemes:

39%Male/61%Female

Millennials,GenXskew

Averageagebreakdownacrossallthemes:

18-24(22%),24-35(29%),35-44(19%),45-54(14%),55-64(10%),65+(6%)

Tonote:Dataretrievedusingsearchdata.Allcodeswereconvertedintosearchqueries,andusingGoogleAds,wegatheredthedemographicsofthosesearchingforthosekeywords:age,gender

GenerationalDefinitions:TheBabyBoomerGeneration–born1946-1964.GenerationX–born1965-1980.Millennials–born1981-1996.GenerationZ–born1996-2012

GenderSkew

AgeSkew

Influencersengagingin objectificationare investedinpopculture

Influencerswithinthisdiscourseareheavilyinvolvedinpop culture.Theyareeithergossipoutlets,onlinepersonalities,or self-proclaimed‘comedians’(twoofwhichsport“King”intheir usernames).Therearemanymentionsofcarnivalanddancehall culture,andwhetherusersperceivehypersexualizationasadriver ormanifestationofculture,theonusisputonwomen.

Usersandoutletsalikedescribewomen’sfestivalattireandsocial mediaoutfitsas“barelythere”,leaving“littletotheimagination”, whilesharedlyricsframewomenassexualobjects.Maleusersare unaware,unableorunwillingtorecognizetheirrolein objectification,oritsconsequenceinrelationGBV.

EntryPoints:Musiciansandotherinfluencersinthemusicindustry, memepages,maleinfluencers

DiffusionStrategy:Encourageashifttowardsmorehumanizingand inclusivecontent,educateonhealthyattitudesonsexuality

Influencers:

JamaicaStar

“"#DearPastor:AsIgroovedtotheinfectious beatsatcarnival2023,Icouldn'thelpbutnotice womenintheirglittering,'barelythere'costumes..”

YardHype

“"Dancehall's""numberonetrendinggyal"" Shenseeaisflauntingallhercurvesandleaving littletotheimagination…withaseriesofpictures thatdaringlyshowherpartiallynudebody”

@KingKofi

“"Positionfidibackaz,ponyuhtoedemwhenyou tip/Squeezeupyuhbreast,datahwetupyuh sitt'nquick/Gyalyuhbodyfatupwhenyoucock up,whenyoutick-posemekmetekyuhpiclike meanick—oneofthebestflowsindancehall"

@BwoyaTingz

“"Thennuhmancreatethedisparityifwomen's imageinsociety???Lookatdancehallculture. Clarks,cakesoap,whiteteeshirts:|hellloooo”

@Jamerichin

“WhenyougotoaJamaicancarnivalyoucan whineonlotsofbeautifulwomen,danceandhave agreattimejustdon’tbeslappinguptheyass becauseshemightbedatingagunman

@GerroKing

“Caribbeanpplhaveadesireforoutsiderstosee Carnivalcultureasmorethanjustfeting/gettingon badbutinvestabsolutelynothingintopromoting anythingbesidesthefetesandsexywomen.

https://t.co/FJeTWhhZac”

267Kfollowers

69.9Kfollowers

38.7Kfollowers

4.11Kfollowers

5.45Kfollowers

3.16Kfollowers

Intersectionalanalysis(WE-Talktargetgroups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Sexualempowermentblamedfor teenpregnancies,notperpetrators. Onecommentfromausercaptures thewayinwhichhypersexualization canbeusedagainstteenmoms, saying,“...blamethemodernday feministideologythatencourages youngwomentoseethemselvesas 'sexualbeings...bearingfruitinthe formofanexplosionofteen pregnanciesandsinglemotherhood.” [1]

Boys/youngmenseenasvictimsof sextourisminJamaica.Beyond femalevictimsofGBV,youngmenare oftenseenasvictimsofsextourism byolderwomenvisitingJamaica[2]. Oneusernotesthe“hypocrisy”inthis practice,writing,“Letmegetthis straight:Theseladiesbeencracking onPassportBrosforseekingyounger women—Yettheyaretravelingtoget pipeddownbyyoungermen????”[3].

Olderwomenblamed.Elderwomen arepositionedasenablersofa culturethathypersexualizesand assaultswomen.Oneusernotes, “Olderwomenwho’vesurvivedthese pervertslookatitasarightof passage.Justignorethem?No,you mustcalldemout.TheHarvey Weinstein’sofJamaica”[4].While theytooarevictimsofthisculture, they’reaskedtosharetheblame.“

Young,sexualizedwomenviewed, blamedas‘forcedripe’.Economic dependentsinabusiverelationships aredescribedonlineas“forcedripe”, asin,“There'sadifferencebetween beingmatureforyourageandbeing forcedripe”[5].Forcedsexualization fromayoungagecanresultin coercedsexualactivity,transactional relationships,andabusive relationshipsforwhichvictimsare blamed.

Somewomen especiallyvulnerable toobjectification

Ourclassificationtoolidentified 19.2%ofallsearchqueries pertainingtothehypersexualizationofwomenrelatedto globalpornography.Whileporn servesasastrongsourcefor objectification&violence,other themes,suchastourism, fetishizationorlesbianismalso weredetected,suggestingblack womenandlesbian,gay, bisexual,transgender,andqueer (LGBTQ)womenareparticularly atriskofbeingsexualized(by localmenorforeignvisitors).

TOTALTHEMESIDENTIFIED: 245

TOTALSEARCHVOLUME: 26,680

“sexy jamaican women naked”

“sexy women with wide hips”

“how dancehall music impacts sexual deviancy in jamaica”

“sexy bathing suits for women”

“youth music sexualization”

“money talks female sex tourism in jamaica”

“black women fetish”

“black women lesbian sex”

“how to overcome thoughts about sex as a christian”

“carnival women outfits sexy”

“black sexual stereotypes”

ChangingtheNarrative:Hypersexualization

Empoweringchildren,enabling change:takingastandagainstthe hypersexualizationofgirls

Promotingawareness,empoweringcommunitiesagainstobjectification

Engageparents,caregiversandeducatorsindialogueandtrainingsessions, equippingthemwithknowledgeandtoolstocounteracthypersexualization. Collaboratewithlocalchildprotectionagenciesandorganizationsto advocateforenforcementofregulationsthataimtosafeguardchildrenfrom exploitativemediacontent.

Partnershipswithpopcultureicons,mediaoutlets

Collaboratewithmediaoutletsormajorplayersinthemediatoencourage theresponsiblerepresentationofgirlsinJamaica,promotingdiverseand realisticportrayalsthatchallengestereotypesandencouragerespectful andnon-exploitativeimagery.

Rallyingbehindpoliciessafeguardingchildreninonlinespaces

Advocateforthedevelopment,implementationandmonitoringofstronger policiesandguidelinesthatregulatethedepictionofminorsinthemedia, protectingthemfromsexualexploitationonlineandensuringthatcontentis age-appropriate.

Engagingyouthvoicesagainsthypersexualization

Empoweryoungpeople,bothgirlsandboys,toactivelyparticipateinthe campaignbycreatingandsharingcontentthatchallenges hypersexualization,promotesbodypositivity,andencourageshealthy relationshipsandconsentfromayoungage.

SEARCHINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

ChangingtheNarrative:Hypersexualization

Advocatesencouragesexualempowerment

“‘Fouryearsafterlosingher 14-year-olddaughterTiannaClarke ingruesomefashion,ValeshaVidal hasstillnotcometotermswiththe incidentssurroundingherchild’s shockingdeath.

https://jamaicaobserver.com/news/t ianna-clarkes-shocking-death-still-l ingers/’

Thisistoosadandissimilarto otherssituationsofmurderedyoung girls,hustlingmothersandtheever lurkingbigman."

“DontBeADick…UsingFashionto MakeAStatement…ERADICKATE violenceagainstwomen❤

#eradicategenderbasedviolenceo”

“1.#ofteenpregnanciesskyrocketed duringpandemicbutnothingnewto JA

2.Energyincommentsnotequalfor reportingpredatorswhoareyour pastors,husbands,brotherssonsetc

3.Useyourvoicetocallfor comprehensivesexualand reproductivehealtheducationin schools

4.Beyondpredators,youngpeople areengaginginunprotectedsexand otherriskybehaviours…seepoint#3

5.Imissedthepartwherethe GleanerandMinistersaid congratulationsonbeinga14yearold mom

6.Showingcompassionisagood thing.Hopeshecontinuesinschool ”

“Haveyourboundaries,haveyour standards,andmakesureonce they’recrossed,yougo.”

@the11thstone 2.29Kfollowers

Pinkevebandit 38followers

@garveygirl 2.76Kfollowers

Mastering Masculinity

MasteringMasculinity

Violentdominance: definingmasculinityin Jamaica

InJamaica,dominatingwomen,bothsexuallyandsocially, andoftenbymeansofviolence,isanacceptablewayfor mentoasserttheirmasculinity.Thesebehavioursand expectationsareinfluencedbytraditionalgenderroles, culturalnorms,andperceptionsofwhatitmeanstobea "realman."Thisframesthemistreatmentofwomenasan appropriate,andexpected,wayto assertmasculine authority,ratherthanseeingabuseasviolatingwomen’s righttosafetyandconsiderationasequalplayers.

SIZE:14%

GROWTH: -9%

Individual Institutional

Descriptive

“Jamaicahasawaggonistculture...menarethe'greatest'themoretheycan do/provide/protect...irrespectiveoftheirbehavior,criminalwaysetc....”

Female

Ittookmealong longtimetorealisewhena#JamaicanGuysayshe's"Gonna tear-updepussy"it'snotaviolentthreatbutapromiseofgreatsex...pityittook mesolong#BettaLateDanNeva”

Female

Prescriptive

“Toallwhoatalkboutdoublestandard...itstakesskillforamantobedmultiplewomenhe hastogotrualot...andawomanjushavtosayyesandsheisinbedcuzthereisalwaysmen asking..“

Male

“thereisonlychaosandimbalancewithoutmasculinemen.. thisisanabsolutefact!Youareablessingtoallofus..!neverstopprayingfor youTate..! ”

N/A

“Thishappenswhenmenrelinquishtheirmanlydutiesandresponsibilitiesand thewomenhavetowearthepants.Iamallforsubmissionbutushouldbe deservingofmysubmission SirPurabsolutelyright ”

Female

Thestateministersaidthatwecanno longermakeaconnectionbetweensuch behaviorandculturalnorms.“It’samajor probleminourcountrywhencertainmen believethattheyownwomen,that womenaretheirproperty,andifthey… nolongerwanttobeintherelationship, then…theirfeelingsarehurt,theiregos arebruisedandtheymustnowsomehow retaliateandthatretaliationnowleadsto theabuseandoftentimesthedeathof womenwhonowwantout(ofthe relationship)”.

Catcallingisprimarlydonebymen,andit usuallyinvolvesdrawingattentiontoa woman’sbackside,herchest…whistlingor justcallingout‘excusemeEXCUSE EXCUSE’togetherattention’.Itmightfeel likeacompliment,butthesecommentsare unwanted,andmakeawomanfeelunsafe. Mainlybecauseifawomandoesn’t reciprocatethatsameflirtatiousenergy, thatsexualharassmentcanturnviolent veryquickly.

Themasculinemindset suppressesemotionsandsilences

gender-basedviolencevictims

ThemasculinemindsetinJamaicahasprofoundand detrimentalconsequencesforbothfemaleandmalevictimsof GBV.Rootedindominant,aggressiveandemotionally suppressivebehavior,itdismissestheexperiencesandneeds ofvictims,withwomenbeingparticularlyaffected.This harmfulmindsetcreatessignificantbarriersforGBVvictimsto seekhelpandsupport.Powerimbalancesandvictim-blaming furtheraggravatetheirsuffering.

Underlyingcauses:Powerdynamics,culturalnormsand expectationsformentothegiver,historyofoppression

Socialsanctions:Downplayingmaleresponsibilityforviolent behavior,peerpressure,victim-blamingandstigmatization

Referencegroup:Mainstreammediaandpopculturethatdepicts hypermasculinebehaviorasadmirable,societalexpectations

8.5Kviews

7.9Karticlevisits

Challengingharmfulstereotypesthrough constructivedialogue

Thediscourseon"Mastering Masculinity"differsnotablyfromthe averagesentimentdistribution.Itis approximately2%lessnegative,0.5% moreneutral,and0.2%lesspositive thantheoverallaverage.

Positivediscoursecallsuponmento improvetheirbehaviour,stressing thatsexualviolenceisnotamarkof masculinity.Neutraldiscourse involvesanecdotesonhow masculinitycanbetiedtosocial statusorpower,withexamplesthat revealhowgenderrelationsare enforcedthroughinteractions.

Negativecommentaryreinforcesthe needforconventionalgenderroles, especiallyformen.Anyreimagingof masculinityisviewedasadeviationor weakness.

55% negative

“Ilaughatredpillmenonhereeveryday cryingaboutfeminismandtheagendato feminizemen.Feminismisn'texistentin Jamaica.Andnobodycanfeminizeaman who'smasculine.Thosewhohavebeen feminized,deservetobe.”

13% neutral

“Neverheardofthat inmylifeuntilhe starteddatingher datewomenforclout powerinfluence ”

“Femalegasstationworkersaystomale gasstationworker:fixupyourselfnuh battyboy.Herepliesaggressivelyaftera contemplativepause:yowmiwillf—you enuh.Betsehmif—you”

32% positive

“Men-wegottadoBETTERRR.Sexual violencedoesnotmakeyouaman ”

“Toxicmasculinityispervasivethroughout thejamaicancommunities.Childrenthat grewwiththeirgrandparentsarebetter citizensofJamaica”

ExampleTweets

Millennialmenareprimarydriversofnormativemasculinity

GenderSkew

AgeSkew

Maleskew

Avg.genderbreakdown:

39%Male/61%Female

Millennialskew

Avg.agebreakdown:

18-24(22%),24-35(29%),35-44(19%),45-54(14%),55-64(10%),65+(6%)

Tonote:Dataretrievedusingsearchdata.Allcodeswereconvertedintosearchqueries,andusingGoogleAds,wegatheredthedemographicsofthosesearchingforthosekeywords:age,gender GenerationalDefinitions:TheBabyBoomerGeneration–born1946-1964.GenerationX–born1965-1980.Millennials–born1981-1996.GenerationZ–born1996-2012

Womenengagein masculinitynarrative, despiteriskofharm

WhiletopinfluencersintheMasteringMasculinityconversationare involvedinpopculture–frommediapersonalitiestodancehallDJs –womenalsoparticipateinthisnarrative.Althoughtheir followingsaresmallerandlessinfluentialthan@BwoyaTingzor BOUNTYKILLER,women’sparticipationmaylegitimize dangerousunderstandingsofmasculinity.

Whethertheyaresimplysocializedbypatriarchyorinfluencedby theirexperienceswith,orobservationsof,men,womenmay subscribetotraditional‘macho’masculinity,evenifitendsup harmingthem.

EntryPoints:Men’slifestyleinfluencers,influentialcommunityleaders, memepagesandonlineplatforms,intersectionalinfluencers

DiffusionStrategy:Amplifyvoiceswhochallengestereotypesand advocateforgenderequality,activediscussionsandQ&Asessions

Influencers:

@BwoyaTingz

“""ShewantamanWehmakesheflylikebird…She wantarealmanshedohwaahnonerd…Shewant yuhgiveharitgood..markmiword "

@_victoriahg

“realmaamaman,definitelyaprecumbaby”

BOUNTYKILLER

“VeteranartisteRodneyPryceotherwisecalled BountyKillerblasttheenergygodElephantMan forhispresumedlackoffeelingsandemotions…”

@Jamerichin

“RT@Mwana_Wa_MaaMa:UntilaManis FinanciallyStableHe’snotHappy .MayGod blessallamenreadingthisPost”

@kevinobriencha1

“"@MekiedollPoormen. Testosteronehigh:toxicmasculinity! Testosteronelow:eunuchs&maamaman!"

@_iMakeEmMAD

“likeifeellikedudesshouldbeDOMINATE.show theymanlysideatalltimesbutthesedudesbe soodamntender&sassyyotpCRYINGMORE THANME &youthinkiwantYOU ”

69.9Kfollowers

916Kfollowers

19.1Kfollowers

6.83Kfollowers

3.28Kfollowers

2.94Kfollowers

Whenmasculinity necessitatesviolence, allvictimsareharmed

Normalizesmenlacking accountability

“6)Masculinity:KillTheNice Guy.Beassertive,maintain strongboundariesandlearn tonotfearreprisalsfordoing whatisbestforyouor speakingyourmind.‘Lions Don’tCareForTheOpinions ofTheSheep’“DuppyKnow WhoFiFrighten” ”

- Twitter

Enforcesmythwomen wantmenwhotake

Violentmasculinitylimitsmen'semotionalexpression,discouragingthem fromseekingsupportwhentheyexperienceabuse,creatingastigma aroundmalevictimhood,oftenresultinginalackofresourcestailoredto malesurvivorsofGBV.Itreinforcesacultureofdominanceandabusive powercanleadtoanescalationofviolencewithinrelationshipsorsocial settings.

Forcesthemtocopein harmfulways

Urgeswomentosubmit tomale‘roughness’

Framesrapeagainstmen asinconcievable

“Menmightnotbreakdown andcrybuttheydefinitelylet shitgettothem.Theyjustshut downallcommunicationand slowlytakeitoutonthepeople closesttothem,thenresent themforseeingthemnotat theirbest.”

- Twitter

“Heconfessedthat…hewas rapedbyanolderwoman.Now thismanwasbuiltlikea heavyweightboxer,somyfirst thoughtwas,‘Yeahright,a womanheldyoudownand rapedyou?Givemeabreak.’”

- JamaicaObserver

Intersectionalanalysis(WE-Talktargetgroups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Doubleburdenforvictims.A commonthreadthroughoutdiscourse byoraboutteenmomsisthatthey areblamedandstigmatized fortheir sexualitywhiletheirsexualpartners and/ormaleabusersareapplauded forbeingsexuallyactivefromayoung age.Thus,teenmomsaredoubly victimized,firstby theperpetrator, thenbysociety.

Susceptibletoinfluence,yet showinghopeforchange.Menin theiryoutharemostsusceptibleto harmfulmanifestationsofmasculinity, butalsoofferhopeforfuture generations.EffortsinJamaica alreadytargetyoungmento“push themtowardscontinuous improvement”(selfbetterment)[1]. Thus,new,healthiermanifestationsof masculinityareonthehorizonforthe youth.

Responsibleforharmfulaspectsof masculinity?Elderwomen, particularlymothers,areblamed oftenfortheactionsoftheirmale children,especiallywhentheycommit actsofviolenceagainstyounggirls. Onequoteexemplifiesthis,reading, “MajorityofhouseholdsinJamaica areheadedbymother's…where wouldthemendevelopthisbehaviour from?”[2]

Meanttobedependent,nomatter thecircumstance.Theperception thatmenmustbeproviders,andbe dominant(orcontrolling)towards theirpartnersis bothcommonand harmful.Postslike,“Mentakenote, theimportanceofbeingaprovider” [3]compoundspressuresformento dominatetheirhomes,andtoview the‘dependentvictim’asanorm.

Searchqueries highlightpotential benefitsformen (despiteharm)

Oursearchanalysisfoundthatthe majorityofMasteringMasculinity querieswereclassifiedas self-help(11.8%),whichspeaksto thefactthatperforming masculinityinawaythatis sociallyacceptedmayactually benefitmen(whilestillhurtingall sexes).Feelingpowerfuland receivingfemalevalidation (e.g.relationshipadvice),social acceptance(vs.homophobia),or monetaryrewardsmayseem beneficial.

Self-help Relationshipadvice

Socialissues

TOTALTHEMESIDENTIFIED: 220

Stereotypes

Religion Tourism

TOTALSEARCHVOLUME: 34,460

“how to start being a real man”

“how to be a man to my woman”

“toxic masculinity”

“masculine qualities”

“how to be a strong christian man”

“money talks female sex tourism in jamaica”

“strong man silhouette”

“how to be more aggressive in bed as a man”

“woman tied up in bed”

“men getting aroused by violence”

“we anuh battyman”

Strategiestochallengegender-based violenceandthemasculinemindsetfora saferandhealthiersociety

Engagingmeninprogrammesonpositivemasculinities

Developprogrammesthatpromotepositive,healthyaspectsofmasculinity, suchasempathy,emotionalintelligence,andrespectfulrelationships,to challengethenotionthatviolenceisinherenttomasculinity.Engagemen throughworkshops,mentorshipprogrammes,andsupportgroupsto redefineandreclaimhealthymasculinity.

Educatingwomenondiversemasculineidentities

Createeducationalinitiativesthataimtodismantletheperceptionof masculinityasviolentoroppressive.Byprovidingwomenwithinsightsinto diversemasculineidentitiesandpositiveexamplesofnon-violent masculinity,theycanchallengetheirownperceptionsandsupporttheshift towardshealthiermasculinity.

Partneringwithmalerolemodelsonsocialmedia

Collaboratewithmalerolemodels,communityleaders,andinfluencerswho embodypositivemasculinitytoamplifytheirvoicesandfostermentorship opportunitiesforyoungmen.Byshowcasingdiverseexamplesof non-violentmasculinity,WE-Talkcanchallengetheharmfulstereotypethat violenceisanessentialcomponentofmanhood.

EngagingInfluencersandmalesurvivors

Offercounselingandsupportgroupsspecificallydesignedformale survivors,addressingtheiremotional,psychologicalandphysical well-being,whilealsochallengingsocietalstigmasurroundingmale victimhoodinanefforttoaddressthemisconceptionthatmenareimmune tosuchexperiences.

SEARCHINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

ChangingtheNarrative:MasteringMasculinity

Advocatesarepredominantlymenredefiningmasculinity

“AsayoungmaleinJamaica,Iamvery concernedaboutthefutureofouryoung menwhichseemsrootedinviolence,so thisprojectisveryimportanttome."

“#Kiprich#Womenprotest#Sofocus #stopviolenceagainstwomen”

“Youhaveyourwoman,andyou don’tjustloveher,yourespecther”

“‘Ihave0sons.You’rerightinhow youfeel.Whyisherdadtalking abouthernotallowedtohave consensualsexwhimlikethe decisionisbetween2men?Why threatenayoungmanvsteachhis daughtertoputinplaceboundaries asshegrowsup?Tofeelmanly? Likeit’stv?”

@thepositiveoneja 2.25Kfollowers

@Kiprich 36.5Kfollowers

@Dani_Knope 2.5Kfollowers

@rojae.crawford 6.5Kfollowers

ThePuritanism Ideal

ThePuritanismIdeal

Misinterpretingreligious texts,conveyingdouble standards

InJamaica,religiousteachingsorscripturesmaybe misinterpretedorselectivelyemphasizedtotrytojustifyor perpetuatepatriarchalpowerstructures,leadingtothe subjugationandmistreatmentofwomenortheLGBTQ community.Traditionalgenderrolesprescribedbycertain religioususerscanreinforceinequality,restrictwomen's autonomy,orjustifyactsofviolenceagainstsexualminorities. This,intandemwiththesystemicrepressionofsexualitywithin somereligiouscircles,canpositionvictimsofall(orno)faithsin harm’sway.

SIZE: 8%

GROWTH: +2%

Individual

Descriptive

“Godblessjamaicaexceptmontegogayfuckmontegogay”

Institutional

Prescriptive

Male

“Porndoesallharm.Pornographyisyouhavingsexwithdemonsitareasonthe feelingisalwaysuponyou.Itrobsyouofpassionatesex.Ithindersyoufrom havingagreatrelationshipwithyourpartner.Itisanaddictionandhindersyou fromenteringintotheKingdomofGod.”

Male

“AwomanwhoisobedienttotheHolySpiritknowsitisimportantto coverherself. Shehonoursherself,herhusbandandmostofall AlmightyGod.Modestycannotbeforced;ittakesachangeofheart.”

Female

“Ican'tstandyoureligiousadjacentbitches.Yougetdrunk,youhave extramaritalsex,youcussetcbutallofasuddenit's"Godsaysit'swrong"re LGBTQ+,suddenlyit's"Theyaresoboldwiththesatanism"whenyouseeared outfitandeccentricexpressions.”

Male

“PeoplewillfacethewrathofGodquestioniftheJamaicagovernmentlegalize samesexmarriagewewillsurefacegetwatappentoSaddamngomorrow so letouskeepprayingasapeoplewithonecrazycryletitnotbeinvain”

Male

Hetoldmemenweregonnalie,cheat, thattheyweregonnahaveotherfamilies.

Hetoldmetoexpectthosethingsfrom men.

Infactwhatwastoldtomeisthat becausehe’spayingmybillsandfunding mylifestyleandtakingcareofme,thatis whyIshouldallowhimtolieandcheat andhaveotherfamilies.

SoIusedtoplaywithmyself,butwhenI gotolderandIfoundoutwhatcomeswith it,Istopped.Whenyoumasturbate,you’re havingsexwithasexdemon…It’sasex demoncalledIncubusandSuccubus,so youhaveamalesexdemonandafemale sexdemon.

Gender-baseddouble standards:purityforwomen, leniencyformen

Comment:Itisasin.Whatareyouwatching orthinkingaboutwhenyoudoit!Itslust, andsindoesinvitedemonsinyourlife.

Onearticle,titled‘JamaicanMusicandSexualDepravity’, notes“Christian-minded[slaveowners]foundthedancing styles[of…enslavedpeople,especiallythewomen]abhorrent and,attimes,vociferouslyreprimandedthedancers”[1].The earlycolonialinfluencesmustberecognized: perpetratorsof violencemaybeemulatingwhattheyweretaughtabout femalesexualityorfreedombythosewhoenslavedblack womenandmen..Whilefemaleautonomywasandis demonized,violentassaultenactedbymenwasandstillis pervasive.

Underlyingcauses:Culturalnormsandtraditionalbeliefsthat prioritizemaleauthority,patriarchalinterpretationsandteachings

Socialsanctions:Gendernormsthatpresentdifferentstandards ofmoralityformenandwomen,socialstigmaandshaming

Referencegroup:Religious/socialinstitutionsreinforcingtraditional gendernorms,mediainfluencersreinforcingharmfulstereotypes

234Kviews

95.9Kviews

Callsforsocialprogressamidresistance tolifestylesofsexualminorities

Thediscourserelatedto"The PuritismIdeal"exhibitsaconsiderable differenceinsentimentdistribution comparedtotheaverage.Itis approximately4%lessnegative,3% lessneutral,and7%morepositive thantheoverallaverage.

Strongnegativesentimentis expressedincommentscallingfor individualstohidetheirnonheteronormativelifestyles,arguing thattheseare‘unnatural’.Religious prayersareusetorejectwhatis perceivedassexualperversion.

Neutralandpositivediscourse highlightstheimpactofreligionin shapingviewsonsexualityin Jamaica,andinsomecases suggestingthatlessreligious influenceinthesemattersmightbe beneficialforsocialprogress.

52% negative

9% neutral

39% positive

“Pleasekeepyourlifestyleinthecloset whereitshouldbe.mothernaturetellyou it'sokfor2samesextolaywitheach other?. . Iprayjamaica neverbend andopenlyacceptsuchperversion”

“Thisistheonlysolution.Proverbs22:6 Trainupachildinthewayheshouldgo andwhenheisold,hewillnotdepartfrom it.Jesusistheway.Teachthemhowto respecttheirparents,eldersandothersin authority.”

“CountrieslikeJamaicaorhelltheUSwere builtonthebeliefofChristianityandthe conceptofsamesexrelationswouldand stillwillgetyouabused.”

“Ithinkreligionhasahugeimpactonhow weviewsexandreproduction,especiallyin Jamaica.Themomentwestarttaking religionoutofdecisionmaking,weasa peoplewillbebetteroff”

Olderwomenshowinterestin“ThePuritanismIdeal”

Femaleskew

Averagegenderbreakdownacrossallthemes:

39%Male/61%Female

GenX,Olderwomenskew

Averageagebreakdownacrossallthemes::

18-24(22%),24-35(29%),35-44(19%),45-54(14%),55-64(10%),65+(6%)

Tonote:Dataretrievedusingsearchdata.Allcodeswereconvertedintosearchqueries,andusingGoogleAds,wegatheredthedemographicsofthosesearchingforthosekeywords:age,gender GenerationalDefinitions:TheBabyBoomerGeneration–born1946-1964.GenerationX–born1965-1980.Millennials–born1981-1996.GenerationZ–born1996-2012

GenderSkew

AgeSkew

Insidiousmessaging guisedasempowering

AmajorityofinfluencerscontributingtothePuritanismIdealareof areligiousbackground.Theyexpresstheimportanceof delineatedgenderrolesandcitereligioustexts,theyalsoframe theirperspectiveasonethataimstoprotectwomen’sself-worth, wellness,andtheirrelationships.

Findingentrypointsmaybedifficultfortworeasons:

(1)going againstreligiously-mandatedexpectations–despitehavingto suffernon-consensualsexorotherformsofGBVintheirintimate relationship–mayfeellikeamajorbetrayaltotheirfaith,and(2)if themessagingispresentedintheguiseofempowerment,itis difficultforuserstorecognizeitspotentialactualharm.

EntryPoints:Progressivereligiousleadersandorganizations

DiffusionStrategy:Exposetheabsurdityofgender-baseddouble standards,promoterespectfulandequitableattitudestowardswomen

Influencers:

JamaicaStar

“Theexpectationofwomenisstilltohavefew sexualpartnersandtosubmittothegreater sexualprowessoftheirmalecounterparts.”

@mikeyabrahams

“SexwithminorsinJamaicaisnotgenerallyseen asagreatersinthansamesexorsamesex marriage.”

7.6Kfollowers

@paulahurlock

InthisclipPaulaHurlockspeaksaboutspiritual andpsychologicaldangersofhavingnumerous sexualpartners:"SexWithTheWrongPersonCan CauseChaosInYourLifeAndPsyche"

@callizda

“Ohbuthowelsewouldyoubepunishedfor havingunprotectedpre-maritalsex???Can’thave that”

@DIANAKINGDOM

“@tonibraxtonjustaskedif#samesexislegalin #Jamaicaat@jamaicajazz ...thecrowddida resoundingNOOOOOOOOOOOOOO”

4.4Mfollowers

@evelynlozada

“I’mdonewithpremaritalsex.Ifeltlike…[in]those [past]relationshipsIlostapieceofme,everytime Ihadsex[outofwedlock].”

267Mfollowers

12.6Kfollowers

7.6Kfollowers

7.2Kfollowers

Gender-baseddouble standardsinthe‘Puritanism

Ideal’hurtsvictimsof

gender-basedviolence

Whilemenareoftenexcusedforinfidelityandactsofsexual violence,womenfaceharshjudgmentsandexpectationsto remainpureandvirtuous.Thesegender-baseddouble standardsnotonlydeepenthepainexperiencedbyvictimsbut alsoreinforcevictim-blamingandnormalizeacultureofsilence aroundviolenceagainstwomen.

Justifiesandnormalizes cheatingformenonly

Vilifieswomenwhoengage inconsensualsex

Breedsfearandshame aroundsexualdesire

Protectsreligiousleaders overvictims

Shiftingthefocusaway fromGBVvictims

“ThereisaVALIDreason forcheatingin #JAMAICA-newpoll saysthereareMore WomenthanMenthat EVERYmancanhave4”

- Twitter

“whatkindafalsenews youbringingonthe preacheryowcareful”

“Peoplearejustifyingthe highfemiciderate, sayingpatriarchyisn’ta factorbcthereisa higher%ofmenbeing homicidevictims”

- Twitter

Intersectionalanalysis(WE-Talktargetgroups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Judgedandcondemned.Asidefrom multiplereportsofteensbeing impregnatedbypastorsorreligious leaders,youngmothersonline discussfacingjudgmentand condemnationfor“engagingin premaritalsex”.Thismoralizing lowersselfesteem,isolatesvictims andlimittheirabilitytomake informeddecisionsabouttheirown bodiesandlives,andhindershelp seeking.

Onthewrongpath?Whenboysand girls/youngmenandwomenarethe victimsorperpetratorsofviolence, manyusersblameJamaica’soverall path,aswellasblamingtheyouth. Oneuserwrites,“senselessviolence” isabyproductof“foreigndemonic worshippers”andthelackof godliness,ratherthantheactionsof perpetrators[1].

Blameddespitebeingsubjectedto abusethemselves.Incertain instances,olderwomenhavebeen heldresponsiblefortheirchild sufferingabuseatchurch.One motherofavictimnotes,“Theytalk behindmybackandsaythatIknewit washappening,andthatisnottrue. Youwouldthinkthattheywouldsay ‘keepstrong,wearewithyou’”[2].

Dependentsblamedfornot satisfyinghusbands.Whiletalking abouteconomicabuse,apastor (duringavirtuallivestream)noted thatmenare“starvingtheirwives” becausethey“lockshop”,i.e. withholdsex,whichamanneeds. Users’commentsurgeGodto“save theirfamilies”andto“stoplockshop” [3],ratherthanaddressingthe abusers.

Misinterpretationsof religioustextsshape “PuritanismIdeal”

Quilt.AI’ssearchclassificationtool foundthatthemajorityofqueries withinthisnarrativewereevenly distributedacrossthemesof religioustext(3.3%),belief(2.0%), counseling(2.0%),andreligious figures(2.0%).Thishighlightshow misinterpretationsofreligioustexts canlegitimizeharmfulstereotypes thatsuppressfemalesexualityand associateitwithbeingsinful, leadingtostigmatizationanda cultureofjudgmentsurrounding sexualdesires.

Religioustext

TOTALTHEMESIDENTIFIED: 244

Religiousbelief

Counseling

Music

Religiousfigure

Relationships

Legalservices

Religiouseducation

Pornography

Stereotypes

TOTALSEARCHVOLUME: 18,560

LGBTQ

“emotional purity in the bible”

“catholic view on premarital sex”

“bible verses taking counsel from the ungodly”

“women of faith songs”

“how to be a strong christian man”

“dangers of premarital relationship”

“premarital investigation”

“bible verses about being a woman of god”

“girls losing their virginity”

“how to avoid sexual feeling and women”

“how should i treat someone gay according to the bible”

ChangingtheNarrative:PuritanismIdeal

Leveragingreligioustextsandleaders toreshapegender-basedideals

Potentialforreligioustexts-basedawarenesscampaign

TochallengetheuseofreligioustextstojustifyGBV,WE-Talkcandevelopa targetedawarenesscampaignthatusesreligioustextstocounter misconceptionsandpromoteinterpretationsthatemphasizegender equality,respect,andnon-violence.

Faith-basededucationforgenderjustice

Developeducationalprogrammeswithinreligiouscommunitiesthataddress harmfuldoublestandardsaroundgenderandGBV,providingteachingsand resourcesthatpromotegenderjustice,fairnessandrespect,rootedin religiousvalues.

LGBTQ-inclusivesupportservicesinareligiousenvironment

Establishsupportservicesandcounselingthatareinclusiveoftheunique challengesfacedbyLGBTQindividualsaffectedbyGBVorreligious discrimination,ensuringtheyhaveaccesstoconfidentialandculturally sensitiveassistancewithinareligiouslyaffirmingenvironment.

CollaborationwithfaithleaderstoraiseawarenessaroundGBV

Certainreligiousandspiritualleadersleveragetheirfaithtocondemnacts ofviolenceagainstmarginalizedgroups.Engagewiththeseinfluentialfaith leaderstopromoteinclusiveinterpretationsofreligioustexts,encouraging themtoaddressGBVfromthepulpitandintegrateteachingsongender equality.

SEARCHINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

ChangingtheNarrative:PuritanismIdeal

AdvocatesleveragebeliefinGodtochallengegenderinjustice

“thesechurchpeoplearequickto marchagainstsomeonesexual orientation/expessionbutcondone pedophilia,whitecolarcrimesand murdersMFrsarewildforthis!!!

Whilemaintainingspiritualand religiousthought,thisuser emphasizestheimportanceof safety&education.

“‘Genuinequestion.Howarey’all (men)havingsomuchsexify’all areconvincingwomenthatthey’re slutsforhavingsexwithyou outsideofarelationship?

Are…arey’alltrickingtheminto relationshipsforthesolepurpose ofsex?Bcthat’saformof coercion.’

In2010a attendedmychurch gotbaptizedboughtmeadiamond ring&askmetomarryhimjustto getthe Ilefthecausehewould neverplantheweddingdatebut keptbeggingforse

Theanswer isyesthey’recoercingwomen”

“PresidentoftheSeventh-day AdventistChurchinJamaica,Pastor EverettBrown,threwhisfullsupport behindthemovetoendviolence againstwomenandgirlsinour societyattheservicetoobserve InternationalDayfortheElimination ofViolenceAgainstWomen”

@shelby8760

1.92Kfollowers

SelahMedia

3.5Kfollowers

@m3ccamilli0n 817followers

PastorEverettBrown 401views

Unsafe Sex

UnsafeSex

Juxtaposingsexand violencejeopardizes women’ssafetyandagency

InJamaicasexisoftenviewedasinherentlypainful,roughor brutal.Thisdemeanswomenandinvitescoercion,force andnon-consensualacts.Itunderminestheimportanceof consent,choice,therighttomutualpleasureandreinforces thenotionthatwomenareobjectstobedominatedand controlled.ItincreasestheriskofGBVandperpetuates harmfulattitudesandsexualpracticesthatdevaluewomen's autonomy,agencyandbodilyintegrity.

SIZE: 14%

GROWTH: -6%

Individual Institutional

Descriptive

“It'stheladiesfault,Theyaretheoneswhobetellingusto#StabOutTheMeat.”

Prescriptive

“SexEducationsource:dancehallmusicONLY.Example:100stab,1000jook. Ourmusicisamazing!Justnotasource4sexEd.”

Female

Male

Shewhineponmicocky,putmicocky outtasocket

Boomponmicocky,putitbackinnathe socket

Comeinlikeadoorwhenmeknockit, andmeknockit

SheseemiManleyandshetakemi

Shearer

HerheartbitterlikeaOleVera

Beforeme,yo,meturnasaviour

Beforemeturnbattyman(gay),me preferturnaraper

Forceupmicockyinnayuhpussyandhurt itup

Pondipussymeaexpertenuh

Assheseemipantsharskirtliftup

Shesigntomeshestopsearchenuh

Cockyinnaharpussyandhurtitup

Pondipumpumaexpertenuh

Assheseemipantsharskirtliftup

Shesigntomeshestopsearchenuh

Trivializingtheimportanceof safe,protectedsex,while glorifyingriskypractices

Thereisadisregardfortheimportanceofprioritizingsafe, consensualsexualexperiences,whileengaginginroughand painfulsex.Theprevalenceofonlinemediacontentthatnot onlynormalizesnon-consensualandunsafesexual practices,ittrivializesandunderminesthesignificanceof consentandsafety.Itfailstoaddressthepotentiallysevere physicalandemotionalconsequencesforvictims.

Underlyingcauses:Culturalnormsperpetuatingunequalpower dynamicsinsexualrelationships,influenceoftraditionalgender roles

Socialsanctions:Normalizationofunsafesex,lackof accountability,limitedcapacitytoenforceconsent

Referencegroup:Dancehallartistsandmainstreammediathat glamorizeaggressivesexualactsandnormalizeunsafesex

8Mviews

994Kviews

Unsafesexdiscourseshowsfewcriticismsonthetopic

Sentimentdistributionrelatedto "UnsafeSex"variesfromtheaverage. Itisapproximately0.3%lessnegative, 2%moreneutral,and0.8%less positivethantheoverallaverage.

Negativecommentsexhibitacarefree attitudetowardsrisk-taking behaviours,oftenemployinghumour andcomparisonstoothercountriesto expressthisperspective.

Neutraldiscourseilluminatescultural understandingsoftherelationship betweensexandpain.

Positivesentimentismanifestedin criticismsofcertainculturalpractices, withcallsforcollectiveintrospection onwhencertainaspectsofaculture maybeconsideredharmfulor inappropriate.Thesecriticismsmay refertobehaviourswhichpromote unsafesexualpractices.

55% negative

15% neutral

30% positive

“WelcometoJamaica wherewedon’t care ”

"Pssshaaaww...yaknow?IthoughttheUS wasprettybadwiththefreakdancing,but they'vegotNOTHIN'onJamaica.Dutty Whining'sBADASS.”

“Whenyourstomachhurtsaftersex,hehit thatshytright”

“That'scalleddaggering.That'ssomething else.That'sliterallysimulatingthehard thrustingmovementyou'ddoduringsex. Andyes,theydidbanitbecausepeople weregettinghurt.Thenagain,Jamaica's styleiswildevenbyCaribbeanstandards. ”

“Whenisaculturewrong?Whencanthe restoftheworldlookatsomethingand collectivelyagreethataspecificculture hassomethingwrongwithit?Mostpeople don’tthinkthisiscool.”

ExampleTweets

Menofallagesshowinterestinthisnarrative

AgeSkew

Maleskew

Averagegenderbreakdownacrossallthemes:

39%Male/61%Female

GenZ,Millennial,GenXskew

Averageagebreakdownacrossallthemes:

18-24(22%),24-35(29%),35-44(19%),45-54(14%),55-64(10%),65+(6%)

Tonote:Dataretrievedusingsearchdata.Allcodeswereconvertedintosearchqueries,andusingGoogleAds,wegatheredthedemographicsofthosesearchingforthosekeywords:age,gender GenerationalDefinitions:TheBabyBoomerGeneration–born1946-1964.GenerationX–born1965-1980.Millennials–born1981-1996.GenerationZ–born1996-2012

GenderSkew

Disproportionateimpact onwomenasvictims

Violenceintheglobalpornographyindustryplaysastrongrolein normalizingandevenglorifyingroughandnon-consensualsexual acts.Online,blameisdisproportionatelyplacedonwomenfor gettingthemselvesintosuchsituations whilemenarenotheld responsiblefordisregardingfemalepleasure,safetyorautonomy.

Theseinfluencerscontributetoaculturethatoverlooksmale accountability,deepensgenderinequalities,andhampers progresstowardsasaferandmoreinclusiveapproachtosexual relationships.

EntryPoints:Maleinfluencersinthesexualcontentcreatorspace, sexualhealtheducationplatforms,onlinecommunities

DiffusionStrategy:Raiseawarenessonthedangersofunsafesex, promotetheimportanceofconsentandrespectfulportrayalsofsex

Influencers:

1.9Mfollowers

@vybzkartel

_��������__������������

"@Hasinirandimypleasureispainforu?? haha butwhocares”

“Andputitinayourmoutheeeedepussytightlike Tilewenitgroutmakemeramitramitramitanno takeitout,Don'ttouchmecockycockyUntilmke metakeitout”

6.71Kfollowers

@ladysawofficial

@JwKusu

“Minocarehowyudweetjustearoffmidraws Ovamipussydemasetwatchdawg Butladysawmiwantitstiffandhard"

“Wheneverpeopletalkaboutdo’sanddon’ts(sex related)andsuch,idon’tevenopenmymouth causewheni’mdownbadforyou,i’mpurely shameless

117Kfollowers

@badgal.abbey

@Freakygazayute

“RT@LouisVSmalls:Womenthatgothroughthe painforyourenjoymentaretreasures.I’mf****** youinyour*** formypleasure.”

“Idon’tfeelsorryforwomenwhowentonvacation tohavesexwithlocalmeninJamaicaandgetan STD.Youshou’dvebeenmoreresponsible.”

493Kfollowers

JamaicaObserver

BrizcoDon!

Bringingbackdaggering TocoLoco with@hitsyuhboywes

“‘Iusedtoseemenonbluemoviesdoitandjust decidedthatanytimeIhavesexIamgoingtodoit too,’Marlonsaid,admittingheisnottheonlyone inhispeergroupthatdoesit”

427Kfollowers

@konshens

@FabianJOHara

“WelearnedsexEdfromporn.

https://t.co/juaN5BV2F5”

“Wenitcomuntogyalwenuhuseprideso konshensteamahdireal Sidewenuhshylookinnameeyeskinoutur pussyandandand”

11.5Kfollowers

@DjSophiaLin

“Hmmabouttheculture.Watchingthedance floorsoftheclubsinJamaica,looksliketheyare havingsexw/clothesonwhiledancing?!”

27.7Kfollowers

16.6Kfollowers

4.23Kfollowers

6.83Kfollowers

3.69Kfollowers

Howunsafe,unprotectedand painfulsexharmsvictims

of gender-basedviolence

VariousformsofunsafesexinflictprofoundharmonGBV victims-bydisregardingconsent,notusingcontraceptives, andneglectingsexualhealth,perpetratorsperpetuatephysical andemotionaltrauma.Theabsenceofsafersexualpractices exacerbatespowerimbalancesandreinforcesacultureof violence,leavingsurvivorsvulnerabletofurtherharm.

Conflatessexwith violenceandSA

Disregardingvictims’ sexualpainaltogether

Greaterunwillingness towardsusingprotection

Pain,violenceseenas partofsexualactivity

Trivializingandjoking aboutunsafesex

“RT@datdude42069:

Rape

heruntilshe’sa goodgirl.”

- Twitter

Intersectionalanalysis(WE-Talktargetgroups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

The‘painful’consequencesofsex. Teenmothersdonotexplicitlyspeak tothepain(physicaloremotion)of non-consensual,violentorabusive sexualencounters.Thepainthey discusscomesaftertheact,when navigatingunplannedpregnancyand school,motherhoodand stigmatization.

Younguserscapturetheharmful environmentofsexandviolence.As thedemographicmostonthe frontlinesofculture,youngmenand womenaremostexposedto “dancehallmixedupwithporn”[1] thatinfluencestheirunderstandings ofhealthysexuality.Whensexis positionedasinnatelyviolent/painful, youngusersareatriskofnormalizing abuse.

Moving awayfrompain.Elder womendiscusshowtheirageand positionallowthemtogrowinto healthierunderstandingsofsex, deviatingfromonlybeingconcerned withmalepleasure(“Youaremore engagedandyouhavesexforyou, ratherthanforthepleasureof someoneelse.”)[2].Whilethat doesn’tshieldthemfromabusive encounters,theirstancestendtobe hopeful.

Victim-blaming. Userscananddo dismisstheabuseeconomic dependents(partners)experienceat thehandsoftheirabusers,operating underthebeliefthatby“receiving payment”,theyhave“enteredintoa contract”[3]thatrequiressexual submission(evenabuse)regardless ofthedependent’swishes.

Persistentdesirefor unsafesex-butsome signsofawareness

Themajorityofquerieswithinthis narrativewereactivesearchesfor globalpornography(17.4%) depictingviolentsex.This highlightsaconcernaboutthe persistentdesireforviolentsexand thereinforcingofharmfulattitudes inanationalandglobalculturethat normalizes-sometimes glorifies-sexualviolence.However, queriesrelatedtosexualhealth (7.3%),education(4.7%)and concerns(4.7%)offerhopefor increasedawarenessand understanding.

TOTALTHEMESIDENTIFIED: 236

TOTALSEARCHVOLUME: 34,620

“violent sex videos”

“crying during painful vagina sex”

“benefits of sex education in schools”

“how to have sex without pain”

“sex positions that don’t hurt the cervix”

“heavy bleeding during sex”

“everytime i have sex it hurts” Trauma

“friend cried before sex due to abuse”

“i cried because the sex was unbearable” Relationships

“sex positions to please a man” Reproductive

“sexual and reproductive health rights”

Challengingharmfulsexual normsandpromotinghealthy relationships

Aneedforhealthysexeducation

Collaboratewithschools,communityorganizations,andhealthcare providerstoensurethataccurate,inclusive,andcurrentinformationon sexualhealthandconsentiscontinuallyintegratedintoeducational curricula.Engageparentsthroughworkshopstofosteropenconversations abouthealthysexuality,challengingharmfulstereotypes,andpromoting consent-basedvalues.

Engagingmenindiscoursearoundconsent,respect

IntandemwithMasteringMasculinity,developprogrammesthatencourage discussionsamongmenandboys,promotinghealthymasculinity,consent, andrespectfulrelationships.Engagemaleinfluencers,rolemodelsand communityleadersininitiativesaimedatchangingunhealthy attitudes aroundsexandviolence.

Medialiteracyandcriticalengagementaroundpornography

Organizeworkshopsanddiscussionsinschoolsandcommunitysettingsto educateyoungpeopleandadultsabouttheunrealisticandharmfuldepictions ofsexinglobalpornography.Empowerindividualstocriticallyevaluatemedia messages,andpromotetheunderstandingthatsexualencountersneedtobe consensual,respectful,freefromharm,involvinghonestcommunication.

Valueinyouth-led,peerinitiatededucationalprogrammes

Empowerandsupportyoungpeopletoleadpeereducationprogrammes thatchallengethenormofsexasinherentlyviolentandthatpromote healthyattitudesandpractices.Providetrainingandresourcestoequip youngleaderswiththeknowledgeandskillsnecessarytofacilitate discussionsandworkshopsontopicsrelatedtohealthysexuality.

SEARCHINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

ChangingtheNarrative:UnsafeSex

Advocateschoosetofocusonsafetyinsteadofviolence

“I’llsayit(andifit’snotaboutyou, relax):

thisiswhatpeoplemeanwhenthey say“menthinksexissomethingyou takefromawoman,andnot somethingyoudo[with]women.”

Becausewhyisitweirdthatshe’s alsoplanningonbeingsafewithsex ifit’sconsensual?

https://t.co/zAbUx3qRhV”

“Stopexpectingyoungmento‘take it’,andthenbelievethatisrough sex.No,that’sr-wordvibes.”

“Thissurveyisadepressing illustrationaboutthenumberof peoplewhothinkifamanstarts havingsexwithawoman(espifhe paidforit)hecandowhateverhe wantstoherduringitwithout askingfirst.Aboutathirdofpeople findit"badbehaviour"notrape (whichitis).

https://t.co/dmcVZVfvNL

That'swhyrapeisso psychologicallydamaging.Victims ofothercrimescantrytosoothe themselveswithjustifications,but rapevictimsknowtheywere victimizedbecausetheperpetrator wantedto,choseto,&derived pleasurefromtheterror&painof thevictim.”

“Iwishsexedwasmorefemale centricsothatit'slearnedthatared flagforwomenwhentheirpartner doesn'tcarethatthey'reinpain.It's nothealthyforyourpartnertonot careaboutyourpainastheyhave sexwithyou.

https://t.co/ATjVPoL5mm”

@yooneedmorejodi 13.7Kfollowers

1nemango 18.1Kfollowers

@yooneedmorejodi 6.05Kfollowers

@vivalasnarskii 1.29Kfollowers

Sex Education

SexEducation

Alackofhealthysex educationspillsintothe onlineworldinJamaica

Asacountrywithdeeplyreligiousroots,Jamaicanusers’ accesstohealthysexeducationhasbeencomplex.While someuserscitetheneedforgreaterreproductiveandsexual healthresources,othersquestiontheappropriatenessof ‘teachingsex’whichtheyinterpretas ‘condoning’sex.This resultsinlimitedaccesstocontraceptionandfamilyplanning, unplannedpregnancieswhichleadtostigmatizationand discrimination,negativeimpactoneducationalandeconomic opportunities,andincreasedvulnerabilitytoGBV.

SIZE: 17%

GROWTH: -4%

Individual Institutional

Descriptive

“I’vebeenonhereforyearsandI’veneverseenadiscussionamongstJamaican gaysaboutsafesexorsexualhealth.Y’alljustberawdoggingeachotherfor contentthenwhenyougoforacheckupandgetthebadnews,it’s“shoulda, woulda,coulda.”

Female

“@chadmorganesqIwouldthinktheministrywouldseehownecessaryitis,I imagineitsthebacklashthatscaresthem,forsomereasonCaribbeanparents associateComprehensiveSexEdwithteachingchildrenhowtohavesex.”

Male

“IcameacrosssomanyvideosonwhatsupposetobeadultwebsitewithyoungJamaican schoolgirlintheiruniformdoingsexactsonagrownassmen.thesecreepsrecordthese younggirlsfacesandpostitonline…alsosomeoftheseyoungchildrenareopenlyhavingsex eveninschoolsclassrooms…sowhileweacusstheduttymanthemletsalsotalkaboutthe lackofparentinginthehomeregardingsex.”

Male

Prescriptive

“StopputtingtheresponsibilityofYOURbodyonthesemen.Womenneedtobe responsible.Period.Stopmakingexcusesforyourself.Layingdownwith anybodyandhavingrawsex.StopallowingitandthenblamingMEN”

Female

“IgrewupinJamaica…andour“sexsed”wasundertheumbrellaofthe guidanceandcounselingclassanditwasmoreaboutcatchingdiseases, gettingpregnantandapushtoabstainuntilmarriagenothingelse#stwwd”

Female

Abstinence-only(untilmarriage) educationhashinderedsexeducation, familyplanningandHIVprevention efforts…Abstinence-onlyeducationis ineffectivebecauseitdoesn'tactually delaytheageofsexnordoesitprevent sexualriskybehaviour.Weagreethat teensdefinitelyshouldbeabstaining,but therealityisthatmanyofusarenotdoing so.Teenswilleventuallyhavesex,andif theonlythingweweretaughttodowas toabstain,wewillbemoreatriskfor... everything

Whyyuhwahnfistressoutyuhyoung body?

Needsomeadvice?WhatsAppusat

876-536-9154

Supportedby @UNICEFJamaica

#SexCanWait#NoSexNoSTINoBaby

#NoStress

Hiddenconsequencesof inadequatesexeducationfor Jamaicanyouths

TheabsenceofhealthysexeducationinJamaicahindersthe promotionofhealthysexualpracticesandleavesindividuals ill-equippedtonavigatetheirownsexualhealth.Rootedin conservativeculturalandreligiousbeliefs,discussionsabout sexandsexualityremaintaboo,perpetuatingacycleof silenceandignorance.Withoutproperguidanceand information,youthsmayengageinunsafesexualpractices, andstrugglewithunderstandingconsentandhealthy relationships.

Underlyingcauses:Conservativeculturalandreligiousbeliefs, inadequateresourcesandteachertraining

Socialsanctions:Societaltaboosthatdiscourageopen conversationsaboutsex,socialpressuretoconform

Referencegroup:Religiousinstitutions,parentalfigureswhofeel uncomfortablediscussingsexed,education-relatedpolicymakers

654views

1.65Kfollowers

Polarizeddiscourseeithercommendsorrejectsefforts toteachhealthiersexpractices

Sentimentdistributionfor"Sex Education"deviatesslightlyfromthe average.Itisapproximately2%less negative,3%moreneutral,and0.4% lesspositivecomparedtotheoverall average.

Positivecommentaryapplaudsthe increasedvisibilityofsexeducationin Jamaica,withoptimismabout progressbeingmadetowardsmore comprehensiveandinclusivesex education,andhopeforthedeclineof homophobia.

Negativediscourselikenssex education,orcomparableformsof healthandfamilyeducation,tothe sexualizationofchildren,demonizing effortstoinformyoungpersons–who areinanagegroupthatisvictimized bygender-basedandsexualviolence –aboutsafety,consent,andhealthier practices.

53% negative

Okay,soforone...therearepeopleactively tryingtomakeitsoundlikeyou'rea conspiracytheoristifyoutalkaboutthe oversexualizationofchildren.Iknowof parentswhohavechildrengivensex-ed stuffto3rdgraders.Thisisarealissue, Jamaicaornot.

15% neutral

“Jamaicadoesnotoffercomprehensivesex educationinschoolsandalotdon'tknow betteroraretrickedbyothers”

“Mysexeducationwasin1993Jamaica andIrememberitbeingverygraphic.The nursingstationalsohadverygraphic imagesofSTIs“

32% positive

“IabsolutelylovethatSexeducationis trendinginJamaicaconsideringitsthemes. Hopehomophobiadiessoontoo ”

“Thisissogreat!Wedidn'ttalkabout sexualityatallwhenIwasatschoolit's inspiringtoseethiskindofprogressbeing madeinJamaicaformore inclusive/comprehensivesexeducation.”

ExampleTweets

Interestskewsheavilytowardsyoungwomen

Femaleskew

Averagegenderbreakdownacrossallthemes:

39%Male/61%Female

GenZskew

Averageagebreakdownacrossallthemes:

18-24(22%),24-35(29%),35-44(19%),45-54(14%),55-64(10%),65+(6%)

Tonote:Dataretrievedusingsearchdata.Allcodeswereconvertedintosearchqueries,andusingGoogleAds,wegatheredthedemographicsofthosesearchingforthosekeywords:age,gender GenerationalDefinitions:TheBabyBoomerGeneration–born1946-1964.GenerationX–born1965-1980.Millennials–born1981-1996.GenerationZ–born1996-2012

GenderSkew

AgeSkew

Sexremainsataboo subject,hindering importantdiscussions

Inasocietywheresexuallyexplicitmainstreammediacontentis prevalent,itisparadoxicalthathealthydiscussionsand educationaboutsexstillfacesignificantbarriers.Thesilence anddiscomfortsurroundingthetopiccontributetoalackof healthysexeducation,leavingyoungpeople ill-equippedto navigaterelationshipsandmakeinformedchoicesabouttheir sexualhealth.Parentsexpressconcernaboutthecurriculataught inschools.

Thereis acriticalneedtoaddressthelackofhealthysex educationthatpromotesinformeddecision-making,respect, consent,andhealthyrelationships.

EntryPoints:Collaborativesexeducationcurriculums,youth influencers,healthcareproviders,parentalengagementcampaigns

DiffusionStrategy:Healthydiscussionssurroundingsex,reduce harmfulpreconceivednotionsinfluencedbymediacontent

Influencers:

HürriyetNews

“Jamaicabanssexedcurriculumafterprotests. Thecurriculumaskedthemquestionsincludingif theyhaveeverhadanalsexandiftheyknewthe HIVstatusoftheirpartners.”

JamaicaObserver

“Thereisawell-knownsayingintheCaribbean whichstatesthatparents‘shouldtietheheiferbut loosethebull’,leadingtoledtomanygirlsbeing ignorantandnaïveaboutsex

@the_mixup_tv

“Whatwouldyoudoifitwasyourdaughter?!Kids caughtincontainerhavingsex”

@jamaicagleaner

“Thethreatofbacklashfromstakeholdershasleft Governmentwalkingoneggshellsovertheissue ofsexeducationinschools,followingafailed attempttoquietlyintroduceanalandoralsex”

@thejohnsonslifestyle

“Howminevergettheemailaboutsexeducation? Mydaughterlearnedaboutinappropriatestuff,the poorchildistraumatised”

@damainedon

“Fromyoneverdashwehabelly fromyoborn orsenaboygodoctor fiSTDmakemehearyo saykool ”

4.3Mfollowers

725Kfollowers

493Kfollowers

7.7Kfollowers

23.5Kfollowers

6.6Kfollowers

Howlackofhealthysexeducation increasesvulnerabilityto gender-basedviolence

Withoutaccesstoaccurateinformationandguidance,young peopleandwomenareatahigherriskofexperiencingabuse, coercion,andunsafesexualpractices.Thelackofeducation perpetuatesharmfulpowerdynamics,hampersthe developmentofhealthyrelationships,andobstructsthe empowermentofsurvivors.

Higherriskofteen/ unplannedpregnancies

Lackofaccessto importantresources

Unabletoenforcethe importanceofconsent

Hidingsexualactivity mayputusersatrisk

Curativecarewithout preventativecare

“Jamaica'ssystemis ridiculous…Songsbe teachingtokidsallkindsof crapaboutsex.Youdon't teachaboutcontraception. Andyoumakeabortion illegal.”

- Twitter

“Ourkiddosareclueless abouttoomanyimportant things— likehygiene,sexualhealth, consentversussexual abuseand assault….reportingthese crimesetc.”

- Twitter

“Thegovernmentof Jamaica stoptellingmy JAbrothersandsistersto havesafesexbcitgoin1 ear andouttheother ear sothyendupwith welfareHIVAIDSpills ”

- Twitter

Intersectionalanalysis(WE-Talktargetgroups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Primaryvictims.Usersdescribeteen moms’“difficultyaccessingsexual andreproductivehealthservices”[1], whileotherusersbelievetheteen momsknowexactlywhattheyare gettinginto(“Doesanybodyhonestly believethatanyoftheseteenage motherswereignorantofhowbabies aremade?”)[2].Myths,like“agirl cannotgetpregnantbyhavingsexin astandingposition”,alsoimpactthis demographic.[3]

Mostsusceptibletomyths.Inone Tweet,ausercallsoutthelackof resourcesandsupportthatnegatively affectsthedevelopmentofhealthier andsafersexualityamongyouth, writing,“Jamaica:*setsageof consentat16*.AlsoJamaica *removessexeducation…*”[4].While allagesbenefitfromteachings aroundconsent,healthysexuality, andsafety,youngmenandwomen aremostinneed.

Intergenerationalresistanceto,lack ofunderstandingofhealthysex education.Whileelderwomenboth resistandembracesexuality education,thesestancesoftenstem fromtheirexperiencesoflearning-or lackofunderstanding-abouttheir bodiesandsex.Onewomanrefersto “notgettinganyinstructionfrom[her] mother,”resultinginembarrassment andconfusionaroundsexand menstruation[5].

Sexformoney,withoutsex education canincreaserisks.One articlenotedthatwomenandmen whoareforcedtoturnto“someform ofhustling,whichmayinclude windscreenwiping,drugpushing, scamming,andprostitution”,without propersexeducationmaybemore vulnerableto“the…spreadof sexuallytransmittedinfections”, whichwouldcompoundtheharmof abusiveandnon-consensualsex[6].

Self-initiatedsex educationis empowering

Oursearchanalysisrevealsa majorityofactivequeriesfor personalsexeducationreproductive(14%)andsexual health(11%)information,consent ethics(11%),andfamilyplanning (8.8%).Thissignifiesindividuals' personalresponsibilityand proactiveapproachinseeking knowledgeaboutsafersexual practices,indicatingagrowing awarenessandengagement beyondtraditionaleducational channels.

TOTALTHEMESIDENTIFIED: 215

TOTALSEARCHVOLUME: 41,850

“reproductive health websites”

“elements of informed consent

“how to put on a condom without it slipping off”

“safe period for sex to avoid pregnancy

“sexual reproductive health rights”

“how does sex feel with a condom and without”

“male reproductive health issues”

“elements of informed consent for medical procedures”

“what are birth control pills used for”

“abstinence only sex education”

“std testing in kingston jamaica”

Breakingtaboos,empowering minds:strategiestonormalize healthysexeducation

Developadigitalandaccessiblesexuality edcurriculumonline

Theaccessibilityofharmfulcontentonlinethatmaybeconflatedwithsex education,orusedasareferenceforusersintheirunderstandingofsex, needstobecounteredbyaccessible,positiveandhealthyinformative content.Establishingavisiblepresenceinrelevantonlinespaceswiththis contentisamust.

Encourageintersectionalandinclusiveeducationinschools

Providetrainingandprofessionaldevelopmentopportunitiesforeducators toequipthemwiththeknowledgeandskillsnecessarytodeliverhealthy sexeducationeffectively.Ensureprogramsfocusonevidence-based approachestosexeducation,includingtopicssuchasconsent,healthy relationships,safersexpractices,andinclusivity.

Engageyouthandreligiousinfluencers

Whilemanysearchthemesshowapositivemovementtowardsreproductive andsexualhealthawareness,religiouslyinformedabstinence-onlystances arestillpervasiveonline,asaremoreoutdatedperspectivesfromolder generations.Engaginginfluencerswhoareyounger,influentialinpop culture,and/orhaveaspiritualbackgroundcouldinfiltratethisnorm.

Mobilizebeyondonlinespacesandtackleinstitutionalbarriers

Advocateforadaptationstohealthysexeducationinthenational curriculumandpromoteitsimportanceamongpolicymakers,educators,and parents.Organizepublicforums,workshops,andconferencestoeducate parents,teachers,andcommunitymembersaboutthepositiveimpactof healthysexeducationandaddressconcernsormisconceptions.

SEARCHINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

SEARCHINSIGHT

ChangingtheNarrative:SexEducation

Advocatesmakeeffortstodestigmatizehealthysexeducation

“Receivingsexedattheageof10 wastraumatisingbutnotbecauseit washorrifyingtolearnthatmy vaginaiscalledavagina,whatits functionis,andthatno-oneshould betouchingitwithoutmyconsent. ItwashorrifyingbecauseIsawtwo classmatesrealisethattheywere beingmolestedandrapedbyfamily members.Whenchildrencanname theirbodies,nametheactionsthe bodyiscapableof,andaretaught thattheseactionsshouldonly happenatTHEIROWNbehestthey learnhowtoidentifyandreport abuse.”

“Theintentistoprovide,facilitate& supportawell-coordinatedsexual &reproductivehealthsystemthat recognises&upholdstherightsof women,men,youth,adolescents& childrenwithanevidence-based frameworkinordertoattainthe highesthealthoutcomeforall J’cans.

“TheWorstChristianAdviceWe've Gottenis....howDAREyousaysex onSabbathhours”

“WhatareyoungJamaicanslearningabout sex&fromwhom?Isthereneedfor improvementinthewaywecommunicate withyoungpeopleaboutsex?”

@KopanoMashishi 4.31Kfollowers

@MOHWJA

55.8Kfollowers

@AdventuresofXyZ 27.6Kfollowers

@TalkUpYout 3.18Kfollowers

Transactional Relationships

TransactionalRelationships

‘Hidden’butinplainview: normalizingage-disparate relations

Thenormalizationofyounggirlsorboysdatingoldermenor womeninJamaicaincreasestheriskofemotional,financial, orsexualexploitation.Adultmenandwomenholdmore power,makingitdifficultfortheyoungerpartnertoassert boundaries,leadingtocoercionand/ornon-consensualacts. Thesocietalacceptanceofage-disparaterelationshipscan preventvictimsfromrecognizingorreportingabuse,while increasinggirls’andboys’vulnerabilitytomanipulationand control.

“It’ssointerestingbecauseasamangetsolderandifhe’ssingleandwantsto dateyoungerwomenbuthe’snotinthesameshapehewasat25,helooks older,hislibidoisn’tthesame,he’sgoingtoeitherpayallofsomeone’sbillsor spendsomekindofmoneytokeepawoman”

Male

“Soallgirlstarttosellcontentandintoconmanformoney iseewhatthe fuckandbetyouanymoneytherearebrokehasfuck ”

Male

“Morethan50%of#Jamaica'sboysbetweentheagesof15&19yearsoldare engagedintransactional#sex,becauseanumberofyouthsareturningtoolder women(#cougars)toprovidemoney,favours,orgiftsinexchangeforsex”

Female

Individual

Descriptive

SIZE: 9%

GROWTH: -10%

“Imetafellowsingle40-somethingintheseaandwegottalkingaboutsugar daddies.At43,shefeltamanof52wouldbeasugardaddywhereasI’dsaythe agegapwouldneedtobeatleast20/25yearsforthemtobealegitsugar daddy!Discuss.”

Female

Institutional

Prescriptive

“Y’allstaytrynaimpressthesesistaswiththisagegaptopicandthey’ddatethe firstmiddleagedcrackawithaCorvettewholookedtheirway.Butkeeponthat highhorse…”

Male

‘Apple’isa38yearoldstreetsexworker inJamaica,shehasbeenasexworkerfor almost12years.Shewasarrestedforthe firsttimesixweeksago,andforcedto signaconfession.

Shedescribedhowsheandtheother femalesexworkersareregularlyharassed andabusedbyaparticularpoliceofficer whodemandsfreesexinreturnfornot arrestingthem.

Wemetthroughafamilymember…my cousingavehimmynumber.He’s37years mysenior.Iwouldsay[toyoungladiesin lovewithsomebodymucholder]livefor you,dowhatmakesyouhappy&justblock outthenoiseoutsideyourrelationship.

Inneedoffinancialstability, victimsrisklosingtheir fundamentalrights

Comment:Toomanybadmindedpeopleso whatifshehadmarriedhimformoney,she madeagreatmoveheismatureandhe loveshersheloveshim,waybetterthana youngbrokeroundaroundrelationship.

Transactionalrelationshipsarerootedinpowerimbalances whereadultsexploitthefinancialvulnerabilityofyounger womenandmen,girlsandboys.Transactionalrelationships alsoputsexworkersatriskofexploitation.Theneedfor financialstabilityoftenleadsvulnerableindividualstoengage intheserelationships,unawareofthepotentialdangers. Perpetratorsoffinancialexploitationorabuseleverage existingpowerdisparitiesbasedononage,class,sexual orientationorability,tofurtherharmgenderminorities.

Underlyingcauses:Socioeconomicdisparities,genderpower dynamics,culturalnormalizationoftransactionalrelationships

Socialsanctions:Lackofenforcementtoprotectvictims,societal acceptance,stigmatizationandvictim-blamingofsexworkers

Referencegroup:Mainstreammedia,influencersandplatforms promotingandfacilitatingtransactionalrelationships

161Kviews

174Kviews

Negativediscoursemakeslightoftransactional relationshipswhilepositiveposts“clapback”

Sentimentdistributionfor "TransactionalRelationships"showsa significantdeparturefromthe average.Itisapproximately6%less negative,1%moreneutral,and6% morepositivecomparedtotheoverall average.

Negativecommentaryoftenuses humour,hintingataperceptionof transactionalrelationshipsas“sugar daddy/sugarmama”scenarios.

Positivesentimentisexpressedin criticismsofoldermenhaving relationshipswithyoungerwomen. Thiscriticismdemonstratesa disapprovaloftransactional relationshipsinvolvingconsiderable agedisparities.

49% negative

14% neutral

37% positive

“I’msittingnexttothisolderAfricanmanon myjamaicaflightIknowtheythinkthismy sugardaddy ”

“IworkwiththisoldermanfromJamaicaI saidsheeeshimamarrysomebodylikeyou hesaidnowecrazyasfuckIsaidIlike crazylmaowatchibagggghim”

“Juvenilesexualityandpsychosocial immaturitycontinuetoresultindisturbing caseswherebymenstooptodisdainful levelsofpaedophiliaandengagesexual relationswithunderagegirls,accordingto renownedpsychologistDrLeahcimSemaj.”

“Metanolderladyontheplanewhotold methather"man"isflyingheroutto Jamaicatomeethimfortheirseconddate #woah#legend”

Thatanothermanhasmoretimeforhis ownsperm? whileheinJamaicawith agirlhe10yearsolderthan? uright ...highlllyyydisrespectful”

Malemillennialsmainlyshapethisnarrative

Maleskew

Averagegenderbreakdownacrossallthemes:

39%Male/61%Female

Millennialskew

Averageagebreakdownacrossallthemes:

18-24(22%),24-35(29%),35-44(19%),45-54(14%),55-64(10%),65+(6%)

Tonote:Dataretrievedusingsearchdata.Allcodeswereconvertedintosearchqueries,andusingGoogleAds,wegatheredthedemographicsofthosesearchingforthosekeywords:age,gender GenerationalDefinitions:TheBabyBoomerGeneration–born1946-1964.GenerationX–born1965-1980.Millennials–born1981-1996.GenerationZ–born1996-2012

GenderSkew

AgeSkew

Assumedconsent:the troublingconflationof sexandcontracts

Topnewsoutletsonlinethatreportontransactionalsexmayserveto normalizeit,ortoamplifytheperspectivesofthoseabusingyoung girls,sexworkers,ordependent/intimatepartners.Widespread financialdependency,socialdisparitiesandpowerdifferentialsmay preventbystandersfrominterveningin,orcondemning, transactionalrelationships..

Itisofconcernthatsomeuserssuggestthatdating–orengagingin sexualacts–formoneyconstitutesa“salesagreement”oris comparableto“enteringacontract”,implyingthatthereisconsent. This,alongwithpostsabouthowmenpreferyoungerwomenor teenswhohave littleexperience,preventsvictimsfrombeingableto navigateexploitativeand/orabusiverelationships,andseeksupport.

EntryPoints:Influencersinthegenderequalityspace,community leadersandactivistswhocanengageindialogues

DiffusionStrategy:Challengetraditionalgenderroles,highlightstories anddiscussionstoraiseawareness,promoterespectfulrelationships

Influencers:

JamaicaObserver

“RobertBenoit…whowasconvictedinStJamesCircuit forhavingintercoursewitha12-y-ogirlaftershewas handedovertohimbyherfatherfortransactionalsex, saysthat‘corruption’&racismhadapartinhisverdict.”

@junior_flexxx

“Anotefor…ladies:dateifyoucanafford,don’tget paidtodate…receivingpaymentisacontract. YouaskformoneyforUberandblahblah,youare enteringacontract.Asalesagreement.”

@dontaye__

“Whenyoufindoutyourfriendisdatingaminor… Funnyhowitagetnormalize”

CVMTelevision

“Alarge%ofJamaicanwomenareengagingin transactionalsex,apracticethathasseeneven womenincommittedrelationshipsdemanding morefromtheirpartnersforstatusorgain.”

@tonightsconversation

“Ayoungerwomanisgoingtobemoreopento newthingsandmoreimpressionable.I’venever metamanwhowantsawomanwith10yearof experience.”

Martinshoota

“There'sgoodwomenoutthere…womenwho don'thavesugardaddies,whodon'texpectyouto spendextraneousmoneyonthemafterthefirst date…butit'sreallyfrustratingngl”

12.2K followers

172Kfollowers

835Kfollowers

114Kfollowers

5.45Kfollowers

493Kfollowers

Howtransactionalrelationshipshurt victimsofgender-basedviolence

Transactionalrelationshipsperpetuateacycleofexploitation andpowerimbalance.Theinherenttransactionalnatureof suchrelationshipsunderminespersonalagency.The pervasivenessoftheserelationshipscreatesaculturethat toleratesGBV,genderinequalityandlackofpersonalsafety.

Glorifiedsugardating, vulnerabilityofgirls

Compoundsriskof violenceagainstgirls

Forcedtoactagainst theirwill

Normalizesinappropriate advancesonchildren

Harmspartners,sex workers,locals,youth

“Jamaicawhyyougotta besoexpppeensiveee nowimahavetogetme asugardaddy ”

- Twitter

“SexworkersinJamaica facemoreviolencefrom clientsandthepolicethan traffickers,butaddressing thisproblemistoo controversialfor governmentstotouch.

- Twitter

Intersectionalanalysis(WE-Talktargetgroups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Sexualviolenceandmurder.Users onlinespeaktothevulnerabilityof young,pregnantgirlswho“weresent totheBIGMANforlunchmoney”[1], orare“give[n]cellphoneandare give[n]money”[2](financialgain), yetareinsteadsexuallyviolated,or evenmurdered,byoldermenwho “killthegirlbecausehedoesn'twant hisotherbabymothertofindout”.

Lackoffreedom,mobilityorsecurity makesteensmorevulnerable.Young teens,suchasthisuser,speaktothe needtoenterintotransactional relationships.Shewrites,“Iam16and ahalfyearsoldandIhaveaboyfriend whois32,buthesupportsmeinhigh school”[3].Theneedforfinancial security,perhapsduetoexisting familialneglectorabuse,putsteens atgreatrisk.

Olderwomenarevictimsand perpetratorsoffinancialabuse. Elderwomenarealsoheavilyatrisk offinancialabuseinJamaica[4].In addition,olderwomenalsoengage youngermenintransactional relationships,inwhichthey themselves(“boytoys”)canbe subjectedtofinancialorsexualabuse [5].

Largelyimpactedbytransactional sex.Muchuserdiscoursespeaksto theexperiencesofeconomic dependentsinarelationshipwithan abusivepartner.Theirmaterialand financialreliance,forsafetyand survival,isexploitedbyabuserswho leveragetheirpowertowithhold accesstoresources,andexploitor commitviolenceagainstvictims.

Transactional relationshipsseenas desirable

Oursearchanalysisrevealsthat mostqueriesindicatehighinterest intransactionalrelationships. Perpetratorsarefoundsearching fordatingwebsites(3.3%)tofind youngerwomen,adultcontent (2%)andevenageofconsent (1.6%),whilevictimsareseen searchingforsugardaddy/mama (2%)opportunitiesandincome/ earnings(0.8%).Thereisacrucial needtoaddressthecomplex dynamicsoftransactional relationshipsandraiseawareness onitsissues.

Datingwebsite

TOTALTHEMESIDENTIFIED: 241

Adultcontent Entertainment

Sugardating Music

TOTALSEARCHVOLUME: 22,280

“money for sex arrangements”

“sexual intercourse with young girls”

“famous older woman younger man relationships”

“how to get a sugar daddy without giving sugar”

“how does music affect the sexuality of teenagers”

“lower age of consent to 11”

“girl having sex for money in cross road”

“how to make money online as a teenager”

“benefits of having a sugar daddy”

“statutory rape penalty”

“how to stop financial abuse”

ChangingtheNarrative:TransactionalRelationships

Waystodismantledamagingmindsetsto supportsurvivorsandvictims

Holdawarenesscampaignstodismantlepredatorymindsets

Developtargetedonlinecampaignstoraiseawarenessaboutthedangers oftransactionalrelationships,raisingissuesofconsent,powerimbalances, grooming,andexploitation.Utilizecompellingstorytelling,testimonials,and educationalcontenttoengageaudiencestofosterunderstandingand empathy.

Buildanonlinecommunityforvictims

Establishonlinesupportcommunitiesthatprovidesafespacesfor individualstosharetheirexperiences,seekadvice,andaccessresources relatedtohealthyrelationships,consent,andpersonalempowerment. Fosterdialogueandfacilitatepeer-to-peersupporttochallengeprevailing normsandpromotepositivealternatives.

Engageorganizationsthatadvocate forsexworkers’rights

Formpartnershipswithsexworker-ledorganizationsororganizationsthat fightfortheirrightstoensuretheirvoicesareheardandtheirexperiences arecenteredintheconversation.Amplifytheirstories andsupport initiativesthatpromotesafeworkingconditions,accesstohealthcare,and socialprotectionforsexworkers.

Advocacyforreformandenforcementoflawstoprotectvictims’rights

Partnerwithgroupsadvocatingforimprovementstopoliciesandlawsthat seekto protecttherightsandwell-beingofyoungpeopleinvolvedin transactionalrelationshipsaswellassexworkersofallages.Engagewith policymakers,lawmakersandrelevantstakeholderstoaddresssystemic issues,reducevulnerabilities,andsupportthedecriminalizationofsex work.

SEARCHINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

ChangingtheNarrative:TransactionalRelationships

Advocateseducateothersonexploitation,abuse

“I’vewatchsukihannagetsexually harassed&abusedin2separate backtobackvideos,during situationswhereshewasNOT beingsexual.Shewassimplydoing interviews.Regardlessofherrap content,SHESAHUMANBEING.

Thisisthekindofabusethat womenaresubjectedtobymen, honestlyjustforbeingwomen.So imaginepeoplewhoaresexually liberated,orsexworkerslike strippers,orOFcreators.Theabuse getsoutahand.”

“...alotofwomenaretooscaredorjust toodependentonthemenwhoare abusingthemtowalkaway.[this]isthe secondinaseriesofsongsthatIhave recordedthataddressesthistopic.“

“Wehavetoprotectourboystoo.

‘Cougar’country-Olderwomen mainculpritsasmorethan50per centofJamaica’steenageboys engageintransactionalsex

http://jamaica-gleaner.com/article/l ead-stories/20180701/cougar-count ry-older-women-main-culprits-mor e-50-cent-jamaicas-teenage#.Wzk pteMm3DE.twitter”

“WARNINGTOALLPARENTS #preditors#underage #minor#minorsafety #jamaicatiktok”

@Goddesskamxo 265followers

@Ikaya 36.6Kfollowers

@tremendousltv 185followers

@starr_don 8.13Kfollowers

AChild, “Disciplined”

AChild,“Disciplined”

Disciplineortrauma:the realityofcorporal punishmentatschool,home

ThepervasivenessofviolenceinJamaicansocietytranslates intoageneraltoleranceofviolenceagainstchildrenandGBV Corporalorphysicalpunishment,oftenreferredtoas “discipline”,haslong-lastingphysicalandemotionaleffectson children,leadingtoincreasedaggression,lowself-esteemand mentalhealthissues.Thisisexacerbatedbythecycleof intergenerationalviolence,limitedchildprotectionsystems, andsocietalacceptanceofharmfulgendernormsthat perpetuateviolenceagainstgirlsandboys.

SIZE: 0.3%

GROWTH: +4%

Individual Institutional

Descriptive

“tellyouthetruthifitwasmysonitwasn'tgoinglikethattheseboywouldtobe disciplineeverythinggonewrongintheschoolinJamaicarightno”

Male

“Foursolidtimestheteachersaid,"don'ttouchme". Childrenmustbehavelike children.IwonderifthisteacherhasJamaicanrootsbecauseshedisciplined thischildverywell. Rudeandoutoforder.Liftyuhhandtohitwho?Adatshe gwaanwidayard?Micouldn'ttrythat!”

Male

“Parentsaren'tfuckingsaints,agoodportionofthemwillbeatand abusetheirchildforbeingwhotheyare.ThatisWHYkidsdon'ttell theirparentsshit.”

Female

“OnlyinJamaicawebeatourchildrentheworstandtelldemtapyuh noise!Wendemabawl”

Female

Prescriptive

“OhIwouldwanttobutwithhow13yearoldsarenowadays,Iwouldwantto knowthewholestory.IamfromJamaica,andpeoplecouldbeatotherother people’schildrenifthekidisoutofline.Takesavillageapproach.”

Male

Ibelievewhatshouldbeaddressedisthe intensityofthemodeofdiscipline,if floggingischosen.Awhoppingisnot alwaysnecessary,butithelpsinmost instancestodiscourageanddissuade unwantedbehaviour.Therefore,Iagree withtheprimeministerwhenhesaidthat moderateandreasonablecorporal punishmentislegal.Thoseofuswhogot awhippingortwo(notabuse)canattest thatwelearntthelessonsittaughtand arebetterindividualshavinghadthe experience.

Comment:Corporalpunishmentisdifferent fromchildabuse.Childabuseiswhatwe shouldrestrict.Somechildrenwon'tlistenif youdon'tgivethemapinch.

Comment:thatdoesntworkwithevery childsomedoneedphysicalpunishment suchaspinches,slaps,pullingtheirearsetc whileotherchildrendonotneedthatyou justhavetospeakwiththemandexplain thingstothem.Itreallydependsontheir personality.

Corporalpunishmentis understoodasdistinctfrom childabuse

Corporalpunishmentisdeeplyingrainedintheculture;theline betweendisciplineandchildabuseisoftenblurred.The normalizationofphysicalpunishmentasameansofcorrecting children'sbehaviourhassignificantconsequencesontheir overallwell-being.Childrensubjectedtocorporalpunishment mayexperiencephysicalandemotionaltrauma,andthe acceptanceofsuchpracticesperpetuatesacycleofviolence, wherechildrenlearnthataggressionandphysicalforceare acceptablewaystoresolveconflictsinpartnershipsand interpersonalrelations.

Underlyingcauses:Historicalinfluence,socioeconomicfactors, beliefthatcorporalpunishmentiseffective

Socialsanctions:Familialpressure,socialnormsthatreinforce theuseofphysicaldiscipline,lackoflegalenforcement

Referencegroup:Cross-generationalfamilyunits,educational institutions,mainstreammedia

6.8Kviews

1.3Karticlevisits

Concernsabouttheprevalenceofviolenceagainstchildren promptsreflectiononsocietalacceptance

Thenormativestereotype"AChild Disciplined"is4%lessnegative,2% moreneutral,and2%morepositive thantheaveragesentiment distributionacrossallnarratives.

Negativediscourseunderscoresthe acceptanceofcorporalpunishment asadisciplinarymeasures.

Positivediscourseexpressesdeep concernabouttheunchecked violenceandtraumathatchildrenin Jamaicaendure,questioningthe normalizationofsuchharmful practices,whileneutraldiscourse acknowledgesthattheviolence observedinschoolsisareflectionof whatchildrenlearnfromtheir environment.

51% negative

“ listenmyteacherbeatme&my mothercametoschool &usethesame teacherbelt&beatmeinagrilab,Iwill neverforget..tobehonest,nowI understandisnotwhatIdidIgotthe beatenfor,isforwhatcouldhave happened…”

15% neutral

“Let’snotwonderwhatalltheviolence schoolsisallabout…wetaughtthemevery bitofit.Childrenlivewhattheylearn.”

34% positive

“EverydayIwonderwhat’sournational tippingpointbecauseit’scertainlynotthe uncheckedviolenceandtraumaour childrencontinuetobesubjectedto.Most daysIseethestoriesandIcan’tbring myselftoreallyprocessthembecauseit’s crippling.Ijustdon’tknowhowwekeep movingalonglikethisisnormalbecauseit’s not.”

Interestmainlyinformedbymiddle-agedwomen

Femaleskew

Averagegenderbreakdownacrossallthemes:

39%Male/61%Female

Millennial,GenXskew

Averageagebreakdownacrossallthemes:

18-24(22%),24-35(29%),35-44(19%),45-54(14%),55-64(10%),65+(6%)

Tonote:Dataretrievedusingsearchdata.Allcodeswereconvertedintosearchqueries,andusingGoogleAds,wegatheredthedemographicsofthosesearchingforthosekeywords:age,gender GenerationalDefinitions:TheBabyBoomerGeneration–born1946-1964.GenerationX–born1965-1980.Millennials–born1981-1996.GenerationZ–born1996-2012

GenderSkew

AgeSkew

Aneedtoshiftdeeply entrenchedmindsets andattitudes

Influencersoftenperpetuatetoleranceofcorporalpunishmentas anacceptableandefficientmethodofdiscipliningchildren. Manyjustifytheiruseofphysicalforcebyclaimingthatthe children'smisbehaviorwarrantssuchmeasures.However,inthe contextofexistingpoliciesandlawsthatprohibitharmful disciplinebeyondacertainlevel,thereisagrowingmovement againstcorporalpunishment(supportedbyrights-based organizationssuchasUNICEF)reportedonbynewsoutletsand influentialpoliticalleaders,whoshedlightonitslong-lasting impactsastheyraiseawarenessaboutthedetrimentaleffectsof corporalpunishmentonchildren.

EntryPoints:Educationsystem,parentinfluencers,religious institutions,communityorganizations

DiffusionStrategy:Raiseawarenessonimpactsofcorporal punishmentandnon-violentalternatives,enforcetrainingforeducators

Influencers:

@Smoothshelly

“Therehasbeenanongoingdiscussionon whetherhittingkidsisabuse…Hittingkidsforme isnotabuse,becauseItellhimwhyIhithim”

@shaneljaestyledme

“Comingfromaformerteacherfromaschool whereyoucan’ttellthekidsshit…theparentscan’t controlthem.Kidsneedtostayinakidplace”

@jamaicagleaner

“Stophittingyourchild!Jamaicanswhohittheir childrenareengagedinchildabuse,chargesUN representative”

@kimoneya

“Fightbrokeoutbetweenasubstituteteacherand astudent?Thischildisdefinitelywrong,youdon’t putyourhandsonanyone,thisain’tyourhome.”

PMAndrewHolness

“We,asasociety,mustbancorporalpunishment. Ourresearchsuggeststhatboyswhoareseverely beatenbytheirmothersgravitatetoalifeofcrime”

@talkupyout

“Alotofparentsturnablindeartohowthechild feels,alsousingthebibleasawaytobringupa childsayingthatbiblesayssparetherodchupesss”

234Kfollowers

3.4Kfollowers

1.2Kfollowers

681Kfollowers

725Kfollowers

3.18Kfollowers

Hownormalizationofcorporal punishmenthurtsvictimsof gender-basedviolence

Publicshamingleading tolowerself-esteems

Desensitizationand encouragementofGBV

Byacceptingphysicalpunishmentasaformofdiscipline, societyreinforcespowerimbalancesandfailstoaddressthe underlyingissuesofcontrolandaggressionamongteachers, parentsandcaregivers.Thisreinforcesviolenceinrelationships, creatingaculturewhereabuse,particularlyagainstwomenand children,ismorelikelytobetoleratedandentrenched.

Normalizespower imbalances

Victim-blamingwithno support

Perpetuatesacultureof violence

“(OOC)Yeah—ithurts. InSchoolifyou’rein Jamaica,teachershave theauthoritytospank childrenwithbelts”

- Twitter

“ThewomenofJamaica deservebetter.Ouryoung kingsalsodeservetobe raisedinanon-toxicway withpositivevalues& attitudesandbetaughtto respectthemselvesand women.”

- Instagram

Intersectionalanalysis(WE-Talktargetgroups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Physicalabusefromparentswhen pregnant.Someusersonlinein Jamaicamentionexperiencing violencefromparentswhenthey becomepregnantasteens.In responsetoagirlwhowaspregnant at14,ausernoted,“I’mgladyour motherwasverysupportive… becausemyfatherwouldakickoffmy headtoo.Peoplethinkitonlytake onetomakeababywhenit’stwo.”[1]

Normalizingviolentbehaviours amongyouth.Oneusernotes, “Growingupsurroundedbyviolence fromanearlyage,ourchildrenlearn physicalforceisthewaytogetwhat theywant”[2].Ifviolent‘discipline’is usedbyteachers,peers,andfamilies, there’slittleopportunityforyoung, impressionablemindstofindviolent meansastaboo,thuscontinuing cyclesofintergenerationalviolence.

Noimpactdiscussedonline.Data analysesfoundthattherewasnot anyavailablediscourseontheimpact ofthisstereotypeonolderwomen. Whilethatdoesn’tmeananimpact doesnotexist,itdoessuggestusers arenottalkingaboutitasmuch–or asopenly–online,despitethefact theymayhavebeenvictimsor perpetratorsofviolentdiscipline themselves.

Childdependentsunabletoleave. Forteenswhoarefinancially dependentorchildrenwithoutother housingoptions,physicalorsexual abuseat“thehandsoftheir guardiansis“beyondhorrifying”and difficulttodetect.Besidesimmediate harm,thephysical,emotionaland psychological consequences of abusecanbelongterm.

Shiftingperspectives andseeking non-violentsolutions

Oursearchanalysisrevealsthat mostqueriesindicatehighinterest inchallengingtoleranceforcorporal punishment.Queriesforeducation, parentingadviceandclassroom indicatethatbothparentsand schooladministrationsare increasinglyawareoftheimpacts ofcorporalpunishmentandseeking non-violentformsofdiscipline.

Education Parentingadvice

Childdevelopment

Definition

TOTALTHEMESIDENTIFIED: 244

Socialissues

TOTALSEARCHVOLUME: 730*

“child discipline essay”

“discipline your child dos and don’ts”

“effects of domestic violence on child”

“child discipline definition”

“articles on child abuse and domestic violence”

Schooladministration

“anchovy high school dean of discipline”

Mentalhealth

“brain of child exposed to violence”

“how does domestic violence emotional in a child”

“discipline in jamaican schools”

Classroommanagement

“Solutions to discipline problems in schools”

“child development with domestic violence” *Giventhesubjectmatter,Quilt.AI struggledtoextractsearchdatavolumesforthekeywordswithinthisnarrativeasJamaicaseemstobeblockingaccess.Whiletherehavevisibilityonwhatusersaresearching,thesearchvolumeremainslow.

ChangingtheNarrative:AChild“Disciplined”

Nurturingchange,safeguarding children:strategiestopromote non-violentdisciplineinJamaica

Collaborationwithschoolsandeducationauthorities

Collaboratewithorganizationsadvocatingfortheimplementationand enforcementofpoliciesthatexplicitlyprohibitcorporalpunishmentin schools,ensuringthatteachersreceivetrainingandsupporttoimplement alternativedisciplinemethodsand respectfulandinclusivelearning environments.

Leverageexistingconcernforviolenceagainstchildrentostigmatize violentpunishment

Jamaicatakesabuseagainstchildrenveryseriously.However,manyusers donotconsiderinstitutionalizeddisciplineorviolentteachingmethodsas abusive.Inordertochangethenarrative,sharetestimoniesfromchildrenor adultsabouttheeffectsthatchildcorporalpunishment,violenceinschools, orviolenceathomehasorhadontheirsafetyandwellbeing.

Tacklingbroadernormalizationofviolencecanreducecorporal punishment

Acceptanceofviolenceasaformofpunishmentisconnectedtothe broadernormalizationofviolenceinthecountry.Effortstoreframeviolence asanissuethatnegativelyaffectsallJamaicanscanpositivelyinfluence normsaroundviolenceagainstchildren.

Partnerwithinfluentialusers,leaderstopromotehealthyparenting

Provideinfluencerswithpracticaltoolsandresources,suchasparenting guides,tipsheets,andonlineforums,tohelpthemintegratestrategiesfor alternativedisciplineandmanagementofchallengingbehaviours.Expand supportnetworksandparentinggroupswhereuserscanshareexperiences, seekadvice,andlearnfromeachother.

SEARCHINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

SOCIALINSIGHT

ChangingtheNarrative:AChild“Disciplined”

Advocatesoffernonviolentalternatives

“Ihadthepleasureofmeetingsome brightandenthusiasticstudents fromMonaPrepduringtheirtourof JamaicaHouselastweek.

NationalChild'sMonthis commemoratedinMay,andthis year'sthemeis:'Childrenneedour loveandprotection…Getinvolved.'

Thisthemeisacalltoactionforall ofustoworktogethertoensure thateverychildinJamaicaissafe, healthy,andempoweredtoachieve theirfullpotential.

Wemustprotectourchildrenfrom allformsofharm,includingviolence, abuse,andneglect.”

“HowJamaicanparentsdiscipline theirkids#jamaicanparents #discipline#fyp#viral #jamaicatiktok”

“Repost|Nothingisgreaterthan theabilitytoresolveconflicts peacefully.

Day#16: Teachyourchildhowtosettle disagreementswithoutusing violence #childmonth #childmonth2023 #nationalchildmonthcommittee

https://t.co/ki9LaNcnr0"

“"Dowehonestlybelievewecan getagentlersocietywhenareport day-onetodiscussyourchild's performance-isknownasboxing daybecausewe'boxdown'our children?!

Weplantingalotofpeasyet expectingcorn.

Wemustchange!Wecandiscipline ourchildrenw/oviolence."

AndrewHolness 321.4Kfollowers

@keisha13__ 1.65Kfollowers

NWCjam 22.4Kfollowers

Kerry-AnnMorgan 7.07Kfollowers

Takeaways

Narrativesthat aregrowing highlightthe needfor interventions

Normativestereotypessuchas“Invincible Matriarch”and“AChild,‘Disciplined’”aregrowing andbecomingincreasinglysolidifiedinthe Jamaicanonlineconsciousness.Theyarenotyet largeenoughtobeconsidereddominant narratives. Thus,theyareareasofbothhighconcernand areasofpotentialhighimpact.

Interceptingthewaysinwhichusersviewwomen asinvincibleandpure,viewviolenceasaformof discipline,orviewGBVastrivial,isahighpriority.

Someharmful narrativesshow signsofchange

NarrativessuchasMasteringMasculinityand Hypersexualizationarenotonlydecliningin volume(-9%and-1%,respectively),butshow promiseofsmallshifts.

MasteringMasculinity,drivenprimarilybymale users,captureseffortsforself-improvement,self helpandredefining masculinity.

‘Hypersexualization’shedslightonwaysinwhich womenandgirlsareclaimingelementsoftheir cultureasameansofempowerment,liberation andstrength.

BothnarrativessuggestscopeforfutureWE-Talk initiatives.

Addressnarratives thataremutually reinforcing

Thereissignificantalignmentbetweennarratives relatedtoGBV,thustheirimpactsmaybemutually reinforcing.Forexample,"GenderlessViolence" underpinsadesensitizationtowardsviolence,which theninfluencesattitudestowardsGBVinmany differentcontexts.

The"UnsafeSex"normiscloselylinkedtothe hypersexualizationofwomen,andexacerbates women’svulnerabilitytoviolence.

The“InvincibleMatriarch”and“Mastering Masculinity”stereotypesintersect:theperception thatwomenarepowerfulbutnotvictimizedaligns withtheideathatmenshoulddominateandcontrol womeninordertoasserttheirmasculinity.

Prescriptive interventions areneeded

Thisanalysisfoundthatthemajorityofharmful normsandstereotypesareprescriptive,and thatdriversofbeliefswerefoundtostemfrom individualandinstitutionalspaces.

Thismaybebecausepersonalbeliefsystems arebothinformedby,andservetoinform, systemicrealities.Inthesameway,institutional normsshape,andareshapedby,personal beliefs.Thus,WE-Talkprojectinterventionsat individualorinstitutionallevelsarelikelytobe mutuallyimpacting.

Prioritizingprescriptivebeliefsincreasesthe chanceof interveningin,andshiftingmore, narrativesand/orengagingmoreusers.

Framework:Takeaway

Interventionsto shapenarratives thatpromote genderequality

Variousmediagenres,includingradioprogrammes andnewsmedia,shapeandreinforceharmfulnorms andstereotypesrelatedtoGBVinJamaica.

Addressingthisrequirestrainingformedia practitionersinresponsible,gender-awarereporting.

Narrativesthatleadtoacultureofsilencearound GBV,includingunderreporting,needtobechallenged.

Addressingdeeplyingrainedgendernarrativebs entailshealthysexeducation,addressingthehypersexualizationofwomenandgirls,andchallenging harmfulmasculinities.Communityleadersneedtobe engagedineffortstofosteralternativenarrativesthat promoteinterpersonalsafetyandgenderequality.

SourceofNarratives:Takeaway

Sentiment analysisoffers keyinsights

Thesentimentofthediscoursesaround"Genderless Violence",“Invincible Matriarch”,“TrivializingRisk Factors”andespecially"Unfaithful&Unfeeling"is mainlynegative,highlightingconcernsaboutharmful behavioursandattitudes.

"ThePuritanismIdeal",“TransactionalRelationships” and"AChild,Disciplined"includemainlypositive sentiments,withdiscussionsaboutcultural expressionsandempowerment.

"MasteringMasculinity"and"UnsafeSex"show averagesentimentpercentages,suggestingmixed viewsonthesetopics. Negativesentimentsrequiretargetedinterventionsto challengedetrimentalbeliefsandattitudeswhile positivesentimentsserveasafoundationforbuilding discoursearoundempowermentandprogress.

Sentiment:Takeaway

Applyinga demographic focusto targeted interventions

Targetedinterventionsshouldfocusonspecific demographicsthatdriveeachnarrative.For"Genderless Violence,""TrivializingRiskFactors,"and"Unfaithful& Unfeeling,"priorityshouldbegiventomiddle-agedmen, youngerwomen,andmillennialmen,respectively.

Engagingolderwomeniscrucialforaddressing"The PuritanismIdeal"and"AChildDisciplined",whileyoung womenshouldbethetargetfor"SexEducation"efforts. Customizedstrategiesthatconsiderculturalnuanceswill moreeffectivelyaddressdamagingnormsandstereotypes relatingtoGBVinJamaica,andacomprehensiveapproach involvingmultiplestakeholdersisessentialforlasting impact.

Demographics:Takeaway

Influencers:Takeaway

Influencer-types toengage

Influencersperpetuatingharmfulnorms:

Journalists, reporters, radiohosts

Mainstream musicartists& celebrities

Memepages, contentcreators, comedians

Influencerspromotingpositivecounternarratives:

Men’slifestyle andselfhelp influencers

Progressive religiousleaders, organizations

Influencersin thegenderequality space

Effective campaigns requirestrategic, aligned interventions

1. Addressattitudesthatblameandstigmatize victims

2. Addressnormsandstereotypesthatnormalize violenceagainstwomen

3. Challengebeliefsthatreinforcelimitinggender rolesandpowerimbalances

4. AddressmisrepresentationandtrivializationofGBV riskfactors;instead,promoteaccurateinformation andawareness.

5. Createasupportiveenvironmentthatfosters empathyforvictims,encouragingthemtoseek helpandhealing.

6. Promoteinclusiveandempoweringrepresentations ofhealthyandequitablerelationships.

ImpactonVictims:Takeaway

Intersectionality:Takeaway

Importance ofan intersectional approachfor interventions

Alltargetgroups outlinedinQuilt.AI’s intersectionalanalysesshouldbetakeninto considerationforfuturecommunication campaigns,aswellasindividualswhofalloutside ofthetargetgroups,butwhoalsomaybe vulnerabletoGBV.

Itisvitaltotakeintoconsiderationtheunique experiencesofcertainagegroups,suchas dependentsoryoungparents,usingtheir testimoniesasaninsight.

Intersectionality:Takeaway

Takeawaysfor TeenMoms

(16-24)

TeenmothersinJamaicafacesignificant challengesincludingharmfulstereotyping, shameandstigma.Thenormalizationofviolence, includingGBVandcorporalpunishment, contributetotheirvulnerability. Additionally,theprevalenceoftransactional relationshipsperpetuatespowerdisparitiesand exploitation.Tosupportteenmoms,healthy sexualityeducation,accesstosexualand reproductivehealthresources,andawareness campaignsthatchallengedamagingnarratives, areessential.

ELDER WOMEN

ECONOMIC DEPENDENTS

Intersectionality:Takeaway

Takeawaysfor Youth

Jamaicanyouthareparticularlyvulnerableto harmfulGBVnarratives,leadingtonegative consequencesintheirbehaviorand relationships.

Thetoleranceofviolence,includingcorporal punishmentandGBV,hindershealthy emotionaldevelopmentandperpetuatescycles ofintergenerationalviolence.

Empoweringyouthwitheducationonconsent, healthyrelationships,andgenderequalitycan fosterpositiveattitudes.

Intersectionality:Takeaway

Takeawaysfor ElderWomen

ElderwomeninJamaicafaceunique challengesrelatedtoharmfulstereotypes.For example,theymaybevictimsand/or perpetratorsoffinancialabuseand transactionalrelationships. However,thelackofdiscoursesurrounding thisdemographichighlightstheneedfor greaterawarenessandsupportforelder women. EnsuringaccesstoGBVresourcesandsupport canenhancetheirempowermentand well-being.

Intersectionality:Takeaway

Takeawaysfor Economic Dependents

Individualswhoareeconomicallydependent andfinancialdisempoweredareatheightened riskofabuseandviolence.Thepervasiveness oftransactionalrelationshipsandcorporal punishmentexacerbatestheirvulnerability. Toprotecteconomicdependents,multi-agency systemsforchildprotection,awareness campaignsonchildrights,advocacy campaigns againstcorporalpunishment,and supportsystemstoincreasefinancial independencearenecessary.

TEEN MOMS YOUTH (16-24)

ELDER WOMEN

ECONOMIC DEPENDENTS

Addressingkey themesforsocial change

Thefollowingthreethemesemergerepeatedly acrossnarrativesthatcontributetoGBV,and present priorityentrypointsforfosteringhealthier counternarratives:

1. ImpactofGlobalPornography:Addressing harmfuleffectsofpornographyonattitudes andbehaviourstowardsgenderandsexuality.

2. YouthCultureandDesensitization:Focusing onyoutheducationandawarenesstoshift desensitizationtoviolence.

3. AccesstoSexualityEducation:Empowering individualswithhealthysexeducation.

Prioritizing gender-sensitivity amongmedia practitioners

Mediaplaysasignificantroleinshapingperceptions andreinforcingharmfulnarrativesrelatedtoGBV. Newsoutlets,radiostations,andgovernmental sourcesarementionedasreferencegroupsfor normativestereotypessuchas‘Genderless Violence’and‘InvincibleMatriarch’.Journalists, reporters,radiohosts,andmediapersonnelare thusidentifiedaskeyentrypoints. Futurecampaignsshouldprioritizetrainingfor journalists,mediapractitioners,contentcreators andcommentmoderatorstoensureresponsible, gender-ethicalreportinganddisseminationof alternative,gender-sensitivecontent.

ChangingtheNarrative:Takeaway

Harnessingthe powerofcounter narratives

Counternarrativesmakesup,onaverage,onethirdof alldiscourse.Thisreferstotextthatspeaksabout genderandgenderroles,genderadvocacy,victimsof GBV,andsexualandgenderminorities,inapositive andgender-sensitivemanner,dispellingdamaging myths.Thesepocketsofdiscoursearevaluableentry pointsandprovideabaseonwhichtobuildalternative, gender-equitablenarratives.

Whilesocialmediausersparticipatinginthese counternarrativesmayhavesmallerfollowings,their messagingisimportant.

TheWE-Talkprojectwillbenefitfromrecognizingand capitalizingonthepotentialofthesecounternarratives tostrengthenprojectimpact.

Counternarratives:Takeaway

Summary

GenderlessViolence

Size: 12% ROC: 4% News, radio, governmental sources

EntryPoints DiffusionStrategy

Journalists, reporters, radio hosts, media personnel

Training media outlets, comment moderators

TrivializingRiskFactors

Size: 6% ROC: 3% Comedians and media influencers

Media personalities, meme pages

Empathy-driven storytelling, redirecting humor

Unfaithful&Unfeeling

Size: 3% ROC: -12% Influential men, those “jacketed”

Male influencers, meme pages, sexual content creators

Promote positive role models to challenge stereotypes

InvincibleMatriarch

Size: 6% ROC: 7% Men’s rights activists, talk show hosts

News media outlets, journalists, male influencers

Showcase GBV stories from various angles

Hypersexualization

Size: 11% ROC: -1% Mainstream music artists, celebrities

The music industry, meme accounts

Shift towards more respectful and inclusive content

MasteringMasculinity

Size: 14% ROC: -9% Mainstream media and pop culture

Men’s lifestyle influencers

Amplify voices challenging stereotypes

ThePuritanismIdeal

Size: 8% ROC: 2% Religious institutions, influencers

Progressive religious leaders and organizations

Expose absurdity of gendered double standards

UnsafeSex SexEducation

Size: 14% ROC: -6% Dancehall artists, mainstream media

Sexual content creators online

Size: 17% ROC: -4% Religious institutions, parental figures

Enforced sex education curriculums

TransactionalRelationships Size: 9% ROC: -10% Platforms, influencers facilitatingTRs

Influencers in the gender equality space

AChild“Disciplined”

Size: 0.3% ROC: 4% Cross-generational family units, school

Education system, parent influencers

Raise awareness on the dangers of unsafe sex

Healthy discussions surrounding sex

Highlight testimonies to raise awareness

Raise awareness on impacts of corporal punishment

DataSources

Westmoreland

St.Andrew(77.6%)

St.Catherine(11.7%)

St.James(3.4%)

ClarendonParish(2.0%)

St.Ann(1.6%)

St.Elizabeth(1.3%)

ManchesterParish (0.7%)

St.Thomas(0.6%)

TrelawnyParish(0.4%)

HanoverParish(0.2%)

Parish(0.2%)

PortlandParish(0.2%)

St.Mary(0.1%)

Invincible

Relationships

Socialvolumeovertime

Invincible

Volume of posts

Relationships

Month

*Ourdataextractionmodeloperatesbypullingpoststhatuseacertainkeyword,phrase,ortermwithamaximumvolumeamount,meaningitcannotexceedaninfinitevolumeofmentions.Italsopullsnewerentriesordatapointsfirst. Thus,poststhatdiscussthesubjectmattermorerecentlyare morelikelytopopulatethedata,hencethespikeinvolumein2023onwards.

Thank You

Contact QuiltAI:

Email: anurag@quilt.ai/fia.walklet@quilt.ai

Website-https://www.quilt.ai/ LinkedIn-https://www.linkedin.com/company/quiltdotai/

Instagram-https://www.instagram.com/quilt.ai

X-https://twitter.com/QuiltAi_

Contact WMW:

Email-hello@wmwja.org

Website-www.wmwja.org

Socialmedia-@WMWJamaica

Contact Oxfam Canada:

Email-info@oxfam.ca

Website-www.oxfam.ca

Socialmedia-@OxfamCanada