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NO KAGE a thesis on online sexual harassment


ABOUT THE THESIS

NO/KAGE is a social media advocacy for online sexual harassment. The researcher chose this advocacy because at the rise of the digital age, this form of harassment continues to grow rampantly. Therefore, it needs to be given more serious attention, awareness and action from the society.


TABLE OF CONTENTS Title Page.........................................................................................................1

Campaign Strategy: The Overall Plan.................................23

About the Thesis....................................................................................... 2

Campaign Line: Alamin ang Pagkakaiba + Rationale........24

Table of Contents......................................................................................3

Facebook Cover + Avatar Screenshot Mockup...............25

The Problem...........................................................................................4-5

Rationale: Page Description.........................................................26

Social Media (Definition, Advantages and Disadvantages).......5

Social Media Content.........................................................................27

Philippine Statistics on Social Media....................................................6

Post 1..................................................................................................................28

Sexual Harassment (Definition, Classification and Forms)...........7

Post 2.................................................................................................................29

Philippine Statistics on Sexual Harassment......................................8

Post 3.................................................................................................................30

Sexual Harassment on Philippine Social Media...............................9

Post 4.................................................................................................................31

Pastor Hokage Facebook Groups...........................................................10

Post 5..................................................................................................................32

Effects of Pastor Hokage on Women......................................................11

Concept 2: Short Video Storboard...................................33-35

Survey Results.........................................................................................11-13 Target Audience...........................................................................................14 Behavioral Insight.......................................................................................15 Objectives of the Research + Barriers to the Solution.....................16

The Solution...........................................................................................17-18 The Process...........................................................................................19-20 The Brand Name: No/Kage..............................................................21 The Logo Rationale..................................................................................22

Conclusion..........................................................................................36-37 Reflection of Thesis...............................................................................38 About the Student.................................................................................39 Message of Gratitude.........................................................................40


THE PROBLEM


problem Statement Sexual harassment on social media today has developed into a very serious issue over the years. The harassment reports significantly jumped to a higher number that’s why it really came to the society’s attention. Unlike street harassment, online sexual harassment is more difficult to track and report because anything can be hidden online with just a change of privacy settings

the problem

of a social media website or application. Because of this, a woman’s safety and privacy is put in danger, making them scared of the fact that anyone of them can be a victim. It does not also help that we live in a society that blames the victim more than the harasser and judges them instead of helping them is unfair and unjust to women.

Social Media: The Good and the Bad Side Social media is a web-based tool that enables people to connect and interact with anyone through the Internet. It can also be used for business and sharing data or information. It helps in many ways but it can also be misused. Any data and information can be spread, but not all of it are true and proven by facts. Being on social media requires responsibility. A great population of the world has access to it today, but not everyone knows their limitations in using it hence the negative and toxic online environment.

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Ph i li ppi n e Statistics on Social Media

58% 8:59

active social media users on a monthly basis

the problem

hours spent on the internet every day [highest in the world]

27% 4:17

growth in number of internet users in the past 12 months hours spent on social media every day

Top Social Media Platforms i n th e Ph i li ppi n es

1. Facebook

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2. twitter

3. instagram

4. reddit

5. pinterest


What is Sexual Harassment? It is an act or a series of acts involving any unwelcome sexual advance, request or demand for a sexual favor, or other verbal or physical behavior of a sexual nature; committed by anyone, especially by a person in authority towards a subordinate.

classifications Demanding sexual favors from another person in exchange for another thing such as hiring for employment, reemployment, or continued employment, granting favorable compensation, terms of conditions, promotions, or privileges.

B.) In education or training environment Demanding sexual favors from a student in exchange for giving a passing grade, or the granting of honors and scholarships, or the payment of a stipend, allowance or other benefits, privileges and considerations.

the problem

A.) Work-related or in employment environment:

forms A.) Physical: Malicious Touching; Overt sexual advances; Gestures with lewd insinuation; B.) Verbal, such as but not limited to, requests or demands for sexual favors, and lurid remarks;

C.) Use of objects, pictures or graphics, letters or writing notes with sexual underpinnings; D.) Other forms analogous to the foregoing.

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Ph i li ppi n e Statistics on Sexual Harassment

88% 70%

are ages 18-24

the problem

3 in 5 women have experienced sexual harassment at least once in their lifetime

58%

are experienced on the streets, major roads and eskinitas

?

70% comes from a total stranger

are experienced during the day from

6am to

6pm Š social weath e r stations , 201 5

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Sexual Harassment on Philippine Social Media In the previous years when social media emerged

issue. In 2016, Senator Risa Hontiveros came up

in the Philippines, online sexual harassment was

with the new bills called “Tres Marias Bills” which

not considered a major issue and does not get

are composed of the Anti-Rape Act (Senate

too much attention from the society. But from 56

Bill No. 1252), the Anti Sexual Harassment Bill

complaints received by PNP’s Anti-Cybercrime

(Senate Bill No. 1250), and the Gender-Based

Group last 2015, the number suddenly increased

Electronic Violence

to 192 just a year after. Then in the first three

However, these are still not passed.

(Senate

Bill

No.

1251).

least 50 complaints across the country. Most of

On the other hand, there is an existent law

the victims are females ages 15-30.

that focuses on taking action in this kind of

Sexual harassment on social media is greatly rampant that men and even some women think that it is normal to harass online just because there is no physical harassment done. These people think that online sexual harassment should not be a big deal because of the thinking that it is how men are “naturally.” It is also becoming a trend because social media users

the problem

months of 2017, PNP-ACG already received at

harassment which is the Republic Act 9995 or "Anti-Photo and Video Voyeurism Act of 2009". However, this law is limited to considering only the act of taking a photo or video coverage of a person or group of persons performing sexual act or any similar activity or of capturing an image of the private area of a person or persons without the latter's consent as a crime.

are mostly young people who do not know how to use it responsibly so they come up with the logic that following and tolerating a trending topic will make them “cool” and “in”. Due to the arising sexual harassment on Philippine internet and social media, it has come to the government’s attention to act upon this

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The “Pastor Hokage” Facebook Groups Halfway through 2017, certain Facebook groups came to the public’s attention because of sharing and trading of profile links and sexual photos and videos of women and teenage girls. An even more alarming fact is that they also demand seeing child pornography.

the problem

The group is called “Bible Study of Pastor Hokage.” There are many other Facebook groups of different names that are related to this. In these groups, they refer to themselves as “pastors” and comment “amen” on content posted if they liked it or as a sign of approval. When the Philippine social media started to notice and report these groups, they began changing their group names and their privacy setting from ‘closed’ to ‘secret’ so they will not be caught and reported again. That only means that this sexual harassment on Facebook is still ongoing and continuously spreading. The “Pastor Hokage” groups also created their very own websites already.

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Effects of Pastor Hokage Grou ps on Women Because of the increasing number of cases of the “Pastor Hokage” sexual harassment particularly on women, most of them become afraid and unconfident when posting their photos or videos on social media thinking that they might also become victims of the “Pastor Hokage” groups. Women and teenage girls are also afraid that this might become a norm in the future which would be unfair and threatening on being a female in this society because machismo and misogyny then would be valid.

1. Age

the problem

Survey Results 2. Have you been a victim of any form of sexual harassment on social media?

10

8

9 (30%)

6

36.7% yes

7 (23.3%)

no 4

2

0

3 (10%)

16

4 (13.3%)

4 (13.3%) 2 (6.7%)

17

18

63.3% 1 (3.3%)

19

20

21

23

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6. Did it affect you significantly?

3. If yes, on what social media platform did it occur?

yes

facebook

16

twitter

3

instagram

1

e-mail

0

6.7%

no

93.3%

others: snapchat

2

telegram

1

7. Are you familiar with the “Pastor Hokage� Facebook groups?

the problem

4. What did you do about it? Told a friend / family member

10

talked to / confronted the harasser

6

called out harasser on social media

0

reported to the police / local gov't

0

nothing

8

25%

no

75%

8. Have you been a victim / do you have a friend / family member who has been a victim of these groups?

5. How did you feel about it? afraid

11

angry

12

depressed

5

nothing

1

60%

disgusted

1

uncomfortable

1

yes no

others:

12

yes

40%


9. what are your thoughts about the growing number of these groups?

“Alarming because anyone could be a victim of these hidden groups in social media.” “It scares me, that maybe I could be a victim too.” “These groups violate women's rights, see them as nothing more than sex objects, and it's scary to to think they feel it is 'normal' because everyone is doing it. I feel angry, sad and at the same time scared. Anyone can be a victim.”

the problem

“Alarmed dahil maraming member yung group and gumagamit pala sila ng terms na "pastor", "amen", etc.” “I feel sorry for the people who have the audacity to humiliate and make fun of these innocent people just to satisfy the cravings of their flesh.” “Random men are involved in those groups, some of them are uneducated and some are privileged. For me, the best thing to do as a social media user is to report those groups and support movements against the harassment of women. Online sexual harassment is real and must gain more attention from the government. Also, I think our president himself influences a lot of men that it is "okay" to make fun of women and treat US as sexual objects.” “Sobrang nagagalit ako bakit nagiging ganito na kabastos yung mga tao. Yung mga lalake walang respeto sa mga babae. Parang walang mga nanay. Yung mga babae din na iba mismo walang respeto sa sarili nila.” “This is very alarming and frightening at the same time. This shows that in today's society, objectification of women, misogyny, harassment, and rape culture is rampant. What’s more alarming is that alongside these issues, comes victim blaming. Women should never be the ones to cater to what is ‘socially acceptable’.”

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Target Audience

the problem

PRIMARY MARKET Women and teenage girls using social media, ages 13 - 30

secondary market Men and teenage boys active on social media, ages 13 and up

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A. Pri mary Market

B. Secon dary Market

Women and teenage girls using social media, ages 13 - 30 years old.

Men and teenage boys active on social media, ages 13 and up

This is the age group that is the most active and updated on social media and are most likely to post selfies and videos on every social media account they have. Based on the records and reports received by PNP’s Anti-Cybercrime Group, women in the age group of 15 - 30 years old are mostly harassed on social media, but nowadays, the people who register on Facebook are getting younger through the years so the primary market would be adjusted from age 15 to 13.

This is the chosen secondary market because the ones sexually harass online are mostly male. They also need to be aware and educated that online sexual harassment is a crime, which is a reason for them to take it seriously and leave behind the machismo mentality because it affects women negatively in all aspects.

the problem

Behavioral Insight

The primary market is lowered to 13 years old because the younger a person is, the more gullible she is, so at the young age of 13, girls should already be aware of online sexual harassment and be educated on what to do when they encounter online perverts in order to prevent them from falling into the bait.

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Objectives of th e Research A.) To lessen and further diminish instances of social media sexual harassment in the Philippines; B.) To raise awareness for teenage girls and women to not let this happen to them and to learn how to defend themselves in these situations; and

the problem

C.) To reach out to these online perverts and to make them aware that social media sexual harassment leads to serious negative effects on teenage girls and young women

Barri ers to th e Solution A.) Men who continuously defend and take part in these groups; and B.) Social media, which is a tricky place to track down these groups and those who sexually harass online

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THE SOLUTION


Solution Statement Awaren ess The primary solution for this issue would be general awareness—male or female, we all need to know that cases of online sexual harassment are greatly increasing and be alarmed because it is not a good thing, because if we tolerate this act, it would just probably become a norm in the future.

the solution

Action Though all sexual harassment cases on social media cannot be fully tracked and reported, there can be other ways to prevent it. One example is to teach women what to do when they encounter online perverts and to have courage to stand up on their own and show the harassers that women are not objects and that they are not inferior to men. Most women are hesitant on making a move because they might get victim-blamed and be given threats by their harasser. This weak mindset of women caused by online harassment should be changed to empowerment and confidence so that online perverts’ superior behavior and logic on women will be lessened. The action of NO/KAGE is to help women reclaim their courage and confidence by creating an empowering online community. These solutions should be supported by the government in order to prosper and take effect because they are the greatest influencers of the country.

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THE PROCESS


LOGO

the process

color scheme

#000000 #42001D #D80C6D #E57592 #EDA5AE #F9E067 #F9E067

#FFFFFF

typeface

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tokyo

Nexa Slab

Abcdefghijklmnop qrstuvwxyz

ABCDEFGHIJKLMNOP QRSTUVWXYZ


th e bran d nam e:

NO/KAG E what is no/kage? NO/KAGE is a Facebook page that aims to protect women online and make social media a safe place for them.

Therefore,

NO + HOKAGE = NO/KAGE, meaning, “No to Pastor Hokage culture. It needs to be stopped before it becomes a norm.”

Since the issue started on social media, the initial action should be awareness on social media also, because the harassers, perverts and the victims are there. Social media is where most people are nowadays so there’s a higher probability that the advocacy will get more attention there.

the process

why on social media? pu rpose To raise awareness for online sexual harassment Share useful tips and information to women and teenage girls To report content that violates women’s rights online

th e name

Give news updates on online sexual harassment

Derived from the term “hokage,” a word used in the Naruto animated series that means “highest and strongest ninja.”

To empower women positively despite the alarming rise of online sexual harassment cases

In Filipino internet slang, it refers to a perverted man who gets or makes a move on a girl easily. [Other slang terms for this are ‘chansing’, ‘ninja moves’ and ‘galawang breezy.’]

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TH E LOGO RATIONALE The NO/KAGE logo embodies a slash (/) which was inspired from the ‘no sign’. It represents the stop to online sexual harassment. The logo was made minimalistic and simple in order for people to easily understand it. It simply represents NO/KAGE with the use of its initials and the slash in between.

LOGO APPLICATION ON Backgrou n d

TypEface

the process

Nexa Slab This is the main font as it was used for NO/KAGE’s logo. It was also used as the text of social media posts. This will contrast and complement the accessory font.

TOKYO A bold uppercase sans serif font which will be used as the accessory font to match the main font which is a serif.

color sch eme The two main colors of NO/KAGE are: Golden Yellow

Hot Pink

yellow is for hope,

symbolizes

#D80C6D

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femininity and self-love

optimism and

#FACE1D

uplifting, gold is for courage


cam paign strategy:

T h e Overa ll P lan

Create a series of thought-provoking, and clever social media posts on Facebook that will serve as promotion about online sexual harassment awareness and prevention.

#2

the process

#1

FACEBOOK AD campaign

SHORT MOTION GRAPHICS VIDEO

Make a 1 - 2 minute video showing a real-life situation experienced by victims of Pastor Hokage groups and other forms of online sexual harassment.

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1: facebook ad campaign

“alami n ang pagkakai ba. ” the process

The idea of this concept is to give thought-provoking comparisons of two things with relation to online sexual harassment that are not clear to the society, leading to misknowledge and misconduct. The purpose of this idea is to make online perverts and harassers think twice about their actions and their reason for doing it. The goal is to clarify people’s mindset about this issue.

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the process FACEBOOK PAGE MOCKU P

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PAGE DESCRI PTION

the process 26

NO/KAGE: Making social media safer for women Based on the symbolism of the chosen color scheme, NO/KAGE attacks online sexual harassment with optimism and empowerment. Hashtag Slogan: #NoToHokage


SOCIAL MEDIA CONTENT


intro gif

social media content 28

caption: together, let's make a safer social media for women. #notohokage


social media content

alamin ang pagkakaiba # 1

Caption: ‘Wag mo nang pagtakpan ang iyong maruming motibo. #NoToHokage

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alamin ang pagkakaiba #2

social media content 30

Caption: Katawan man niya’y nakabalot o walang saplot, responsibilidad mo pa rin kung ano angpumapasok sa isip mo. #NoToHokage


social media content

alamin ang pagkakaiba # 3

Caption: Sa likod ng bawat komentong di pinag iisipan, mayroong isang babaeng natatakot lumaban. #NoToHokage

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post # 5

social media content 32

caption: iparinig natin sa mundo ang boses nila. #NOTOHOKAGE


2: SHORT VI DEO

social media content

“bi ktima ” A short introductory video for NO/KAGE page portraying real life situations of online sexual harassment victims particularly on the trending Pastor Hokage groups. This video aims to go viral so that many social media users can see it, be aware of what is happening, and help prevent online sexual harassment. The main character is Jane Cruz, a 22-year-old active social media user. She is a typical millenial that is updated on every trend and constantly updates her social media accounts. Jane’s life on social media will turn upside down in this story.

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vi deo storyboard

Jane? Alam mo bang may nag post ng pictures mo sa isang Hokage group? Nakita ko sa news feed. Nag-trend na. Grabe. Totoo ba ‘tong mga sinasabi nila tungkol sa’yo? Ha?! Sino??

social media content

Troll account eh. Send ko sa’yo yung link.

Sige, salamat. Write a message...

Jane wakes up on a typical morning at 7:00 am.

Mark Xyz

She received a chat from an acquaintance telling her that her details were posted in a Hokage group on Facebook.

Bible Study of Pastor Hokage

Yesterday at 11:57 PM

Ambag ko mga pastor. 22 years old. Kailangan daw niya ng tulong niyo. 8k for 1 night. Jane Cruz 0906 314 7036

She was shocked of what she saw. An anonymous account posted her photos and number on the group and told everyone she was a hooker.

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She checks first her social media as part of her morning routine.

106

137

11

Suddenly, she got lots of friend requests, messages and notifications from strangers.

She couldn’t believe what the strangers were telling her on private messages. Nasty, disrespectful comments are what she was getting.


vi deo storyboard

Update Status

Cancel

Post

Jane Cruz Public

|What’s on your mind?

>

Mom... Something happened.|

She tried to tell her mom about it but she’safraid that she might just get scolded for always being on social media.

Settings Jane Cruz

Email jane_cruz@gmail.com

Password Networks

Deactivate

Account

Deactivate

Add to your post

She then tried to post what happened on Facebook and call out the harassers, but shewas too afraid to get victim-blamed and hated.

Not knowing what to do anymore, she did what she think was safest, to deactivate her account because of trauma.

Para sa mga babaeng takot lumaban, 19 out of 30 women had already experienced online sexual harassment And majority of them are scared to act on it.

The scene fades to black. Final message appears.

Nandito na ang magsisilbing boses ninyo at sandalan. Let’s put an end to online sexual harassment. #NoToHokage

Final message appears.

NO/KAGE Making social media safer for women.

social media content

Mom

social media content

i

Logo and tagline appears. End of video.

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CONCLUSION


conclusion People tend to normalize online sexual harassment because there is no physical harassment or violence involved. But what the society doesn’t realize is that this “small” and “petty” issue is already turning into a habit and people in the future might do worse things because of not doing something about this.

conclusion

Women’s bodies are not objects or toys, just like men’s aren’t. Just because a woman wears revealing clothes and posts seductive pictures doesn’t mean we have the right to disrespect them and their sexuality. People shouldn’t focus on what women wear or do. What we should focus on instead is to treat every person with respect no matter what kind of person they are. NO/KAGE is for every woman treated with disrespect and hate. This is for every woman who got blamed and judged for being sexually harassed online instead of being helped. NO/KAGE’s mission is to lessen and further end online sexual harassment and to give women courage to fight for themselves when no one else will. NO/KAGE is hopeful that one day, every woman in this world will finally be treated as persons, not objects, and be given respect no matter how they like to show themselves to the world.

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reflection on THESIS At first, I already knew that working on this thesis wasn’t going to be easy. On the start of the course, I wasn’t sure of what topic I would like to work on but then I realized that I should focus on a social issue that isn’t being given much attention to by the society. I chose online sexual harassment because the cases and the victims, most especially,

conclusion

aren’t given the justice they deserve. I started to decipher why this is becoming a problem nowadays and the answers are: most women are too afraid to fight for themselves; and men nowadays think that it’s cool to harass women because they think it makes them more manly. Because of this, I came up with a solution that will not only target men. I created a solution wherein women become empowered and strong enough to fight for themselves. Going to the process, I found it really hard because I’ve never created a project like this before wherein I will be the one to design my own thesis book. The process was long and tiring because I’m not that much experienced in using Adobe Illustrator, but it’s fun because I got to learn new things that will surely help me in my future career. Also, creating this kind of project honed my skills even more. The process was exciting and stressful to do at the same time but the end result was very fulfilling. I can say that I’m proud of how my process book turned out and that this is the best task I was given in my four years in college.

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Daniella Isabelle V. Llanes is an Advertising Design student from College of the Holy Spirit Manila. She worked as a graphic designer for One Mega Group Inc. during her internship.

conclusion

about the student

Through her four years in college, she learned her skills in traditional as well as digital art. She excelled in graphic design and traditional illustration. Daniella has great interest in art, music and philosophy. Cats and coffee are her constant companions.

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Big thanks to everyone who contributed in the process of this thesis.

NO/KAGE: A Thesis on Online Sexual Harrassment  

2017

NO/KAGE: A Thesis on Online Sexual Harrassment  

2017

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