Executive Summary: Tapping Social Media Using Artificial Intelligence to Understand Gender-Based Vio

Tapping Social Media Using Artificial Intelligence to Understand Gender-Based Violence Norms and Perceptions in Jamaica

4 August 2023

DISCLAIMER: This study was commissioned by Oxfam for the WE-Talk project with financial support from Global Affairs 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 Global Affairs Canada. Furthermore, the statistics in this report may not be comparable to national-level statistics.

Tapping Social Media Using Artificial Intelligence to Understand Gender-Based Violence Norms and Perceptions in Jamaica

4 August 2023

Acknowledgements

This media analysis was an opportunity to collaborate on groundbreaking research looking at representations of gender-based violence (GBV) on the Jamaican digital media landscape. We acknowledge the support that was provided to complete this important assignment.

Thank you to our funders, Oxfam Canada (OCA) and the Government of Canada for providing the resources that made this possible. We are happy that the decision makers agreed to include this research in the project design. Thanks to Farwah Qasim for her work in getting the project off to a solid start. To Lisa Gunn for her assistance with editing and getting us across the finish line. Special thanks to Kimia Ghomeshi for her total engagement and invaluable guidance at all stages of the project.

To the Quilt.AI team, the experts who collected the data and made this landmark research possible, our sincere thanks. Your expertise and willingness to adjust and refine as the discussions unfolded was exemplary. Thank you Anurag Banerjee, CEO and Founder of Quilt.AI. In particular, we acknowledge the work of Fia Walklet, Senior Research Associate at Quilt.AI. Fia, your work and keen interest in the purpose of the research findings had real impact on the final output.

Carol Watson-Williams, thank you! Your deep understanding of Jamaican culture and the gender dynamics at play in our society - both historical and current, allowed us to engage in a level of analysis that improved the output with each iteration.

Very special thanks to Hilary Nicholson, editor extraordinaire. Her sensitivity and deep understanding of GBV, made for insightful explanations of complicated issues.

Sincere thanks to Jason Salmon, our excellent Graphic Designer who treated the subject matter with sensitivity, reflecting WMW Jamaica’s ethos.

The outstanding work of the WMW Jamaica team is also acknowledged - Helen Atkins, Ruth Howard, Jeanette Smith, Susan Muir, Judith Wedderburn and Cecile Johnson Semaj. Everyone's efforts, hours and contributions to

which we are proud. These findings will assist

Executive Summary

Tapping Social Media Using Artificial Intelligence to Understand

Gender-Based Violence Norms and Perceptions

in Jamaica

Project Background

The WE-Talk project is a five-year initiative that aims to reduce gender-based violence (also known by the acronym, GBV) in Jamaica through increasing community and individual awareness of harmful norms and practices, and strengthening the capacity of civil society organizations to address gender-based violence.

Oxfam Canada and WMW Jamaica leveraged Quilt.AI’s proprietary artificial intelligence (AI) tools to analyze how gender-based violence is represented in Jamaican digital media and to dissect accompanying public perceptions. Quilt.AI identified trustworthy sources and messaging on various social media platforms through the analysis of search data, keywords, videos, images, profiles, and posts.

The WE-Talk project will use insights from the AI social media analysis to develop an effective communication campaign to challenge and shift attitudes and behaviours regarding gender-based violence and contribute to long-term change.

Methodology & Limitations

Methodology

The AI media analysis reviewed a two-year period between 2021 and 2023. Quilt.AI initiated the research process by thoroughly investigating conversations around gender-based violence in the Jamaican digital sphere. Collaboration with project partners and an independent local, Jamaican gender expert facilitated understanding of the prevailing context, risk factors, and specific areas of interest related to gender-based violence in Jamaica.

AI was utilized to examine gender-based violence in its broadest sense, as it relates to both men and women, including domestic violence, intimate partner violence, emotional, financial and sexual violence and exploitation, as well as violence that occurs online. Over 245,000 Google queries were initiated. Using AI, the extensive exploration of online platforms, including news outlets and social media, involved an analysis of more than 16,000 posts on TikTok, Facebook, Instagram, X (formerly Twitter), YouTube and Reddit, about gendered violence, social norms and roles, masculinity, feminism and related topics.

AI was used to explore meanings and to categorise patterns into narratives, with each narrative exploring a social

norm or normative stereotype related to gender-based violence. Users’ perceptions and opinions about gender-based violence were assessed via a unique positive-neutral-negative sentiment analysis tool. AI analytics were also used to determine the volume of interest in each narrative, whether it is emerging, growing, receding, or stable, and which social media influencers are associated with a particular theme.

Limitations

The scope of the study is limited to specific social media platforms, potentially missing insights from other sources, such as traditional media outlets and publications. The exclusion of data before 2021 limits historical context and understanding of long-term user trends. Ethical constraints prevented access to private online communities like Facebook and WhatsApp groups.

Reliance on Google data for search volume excludes information from other search engines, potentially leaving gaps in understanding user behaviour. Organic keyword curation may allow for bias toward users with more online access and

higher education levels, which could affect the accuracy of demographic representation. While AI analytics cannot directly determine user age or socioeconomic status, interest proxies were used through Google audience tools to gauge audience characteristics.

Findings

IDENTIFYING NARRATIVES ABOUT GENDER-BASED VIOLENCE

The narratives emerging from the AI analysis of social media content revealed shared beliefs and assumptions regarding gender and gender-based violence. Eleven such narratives were formulated, operating as harmful norms or stereotypes in that they shape attitudes, practices and behaviour that justify or contribute to gender-based violence, prevent survivors from seeking support, and pose barriers to developing effective strategies for prevention. At the same time, several counternarratives emerged, disrupting the harmful norms and stereotypes. The eleven harmful narratives are summarized below, along with the sentiment associated with each narrative – whether positive, negative or neutral discourse.

GENDERLESS VIOLENCE

Explanation: This refers to the shared belief that violence does not need to be analysed from a gender perspective. In Jamaican society, the pervasiveness of violence has led to desensitization towards violence and the centering of men as the main victims of harm, overshadowing women and children. This dynamic negatively impacts reactions to, and the legitimacy of, gender-based violence. It undermines the framing of the issue as unique and deserving its own distinct forms of intervention.

Generalized violence in Jamaica receives significant media attention, while gender-based violence is less discussed and publicized. Social media users may feel removed from the issue and more outraged by other forms of violence, such as gang violence, corporal punishment or urban crime. The culture of silencing victims of gender-based violence, underreporting, and the perception that violence against women occurs in ‘private’ spaces, all further shape this norm.

Analysis finding: Sentiment pertaining to “Genderless Violence” is disproportionately negative, consisting of 4% more negative, 3% less neutral, and less than 1% more positive discourse compared to the average. Negative discourse largely calls out perceived hypocrisy, harming women in the name of men’s rights while neutral discourse addresses the

need for male inclusion in violence conversations. Middle-aged men are the primary drivers of this narrative, and the influential sources are mainly news, radio or governmental outlets covering generalised violence. This legitimizes generalized violence but does not promote a similar consciousness or concern around violence against women and gender-based violence. Positive discourse, presenting an important counternarratives, celebrates successful efforts in Jamaica to address gender-based violence.

TRIVIALIZING RISK FACTORS

Explanation: Comedy in Jamaican society, particularly online, can devolve into a trivialization of serious issues, including gender-based violence. High-performing #jamaicanhumour posts make light of circumstances that increase women's vulnerability to gendered violence, such as men calling out to women in public and violence against women in intimate relationships. This humour seeks to justify harmful attitudes and behaviours simply as cultural traditions. Positive discourse points out that sharing violent content and trivializing violent content online have become the norm, urging critical reflection on the impact of this practice. Neutral discourse tends to question onlookers' responsibility when recording violent acts, while negative discourse centres

on 'pranks' and comedic videos that make light of violence.

Analysis finding: Interest in this narrative online heavily skews towards younger women, and many influencers are content creators who share commonalities about being Jamaican or navigating Jamaican society. Some influencers, including women, joke about risk factors, perhaps mirroring their culture, or they use comedy as a coping mechanism.

Trivializing risk factors relating to gender-based violence reinforces harmful practices and mocks the warning signs of gender-based violence, such as extra-marital relationships, fights, exposure to emotional abuse during childhood, frequent quarrelling among couples, and struggles with alcohol or drug abuse. This makes it difficult for victims to seek help or justice, and hinders progress towards effective strategies for prevention and response.

UNFAITHFUL and UNFEELING

Explanation: This refers to the shared belief that deceit, cheating on men and money-grabbing are intrinsic to women’s relationships with men, leading to the justification and acceptance of violence toward women. This stereotype, often supported by anonymous masculine figures in male-dominated online spaces, creates a culture of victim-blaming and shame, causing women to internalize guilt and fear judgment. It also vilifies and dehumanizes advocates for gender equality, and reduces empathy and support for victims of gender-based violence.

Analysis finding: Discourse related to this narrative is disproportionately negative, with posts making womanhood synonymous with disloyalty and attention-seeking behaviours. Positive discourse humanizes and celebrates women, while neutral discourse challenges common beliefs with statistical evidence that contradicts the perception of high rates of cheating. While millennial and older women had a notable presence in online discourse perpetuating this stereotype, top influencers are mainly men, often hiding behind ambiguous screen names and avatars. They perpetuate the assumption that women are innately evil, which spills into the offline realm, contributing to victim-blaming and negative attitudes toward women.

INVINCIBLE MATRIARCH

Explanation: The ‘Invincible Matriarch’ stereotype perpetuates the shared belief that women hold more power and privilege, both institutionally and interpersonally, than men. Male social media users often view women as controlling households, government and society in general. This perception can lead to numerous prejudicial effects,

including: (1) women are blamed for creating a culture of violence, and (2) women are seen as incapable of being victims.

Analysis finding: Discourse is approximately 2% less negative, 4% more neutral, and 1% less positive compared to the overall average. Neutral conversation features personal anecdotes and perspectives on gender roles, feminism, and individual preferences, while positive

commentary explores the correlation between women's perceived higher earning power and domestic violence rates, suggesting some men react negatively to women's economic empowerment. Negative discourse urges women to assume more responsibility for the behaviours of men.

Men aged 24-64 contribute mainly to this norm. Top influencers, comprising both men and women, originate from various spaces ranging from lawyers to news personnel. This belief refutes the prevalence and diminishes the impact of violence against women, undermining investment in the provision of support and resources for victims.

HYPERSEXUALIZATION

Explanation: In Jamaican society, women are hypersexualized, historically and currently, through racial stereotypes, physical objectification, and the influence of colonialism and slavery. Women are routinely depicted as sexually promiscuous, existing solely for the pleasure of men. Hypersexualization of girls and women increases their vulnerability to violence by portraying them as unconditionally available for sex.

Analysis finding: The discourse surrounding ‘Hypersexualization’ is approximately 2% less negative, 2% more neutral, and 3% less positive than the overall average. Positive

discussions highlight aspects of sexualization as empowering, while negative discourse sexualizes and dehumanizes young girls online. Middle-aged women showed the most interest in this norm. Influencers in pop culture, gossip outlets, and online personalities play a significant role, focusing on carnival and dancehall culture, and often blaming women for this hypersexualization.

The hypersexualization of women perpetuates asymmetric power dynamics which facilitate gender-based violence. It devalues the experiences of survivors and silences them by broadcasting objectification as a singular, ubiquitous version of women’s empowerment. Hypersexualisation also feeds into narratives that seek to justify unwanted advances and sexual violence, prevent perpetrator accountability, and compromise survivors’ sense of self-worth.

MASTERING MASCULINITY

Explanation: In Jamaica and globally, dominating women – often through violence – is seen as a way to assert masculinity. Traditional gender roles and cultural norms influence this mindset, framing the mistreatment of women as acceptable male behaviour. This narrative dismisses the needs of victims, particularly women,

creating barriers to seeking help while entrenching power imbalances and victim-blaming.

Analysis finding: Discourse on "Mastering Masculinity" differs slightly from the average sentiment distribution, with about 2% less negativity, 0.5% more neutrality, and 0.2% less positivity than the overall average. Positive discourse encourages improved male behaviour, neutral discourse explores links between masculinity and power, and negative comments reinforce traditional gender roles. Millennial men are significant influencers of this norm, but women also feature prominently in the discourse, serving to reinforce inequitable interpretations of masculinity.

The impact of violent masculinity extends to male survivors of gender-based violence. It limits emotional expression and help-seeking behaviour, leading to a lack of support for male survivors. It reinforces patriarchal dominance, escalates violence and victim harm, and normalizes men's lack of accountability.

Addressing this narrative is vital in fostering a society that prioritizes equality, respect, and safety for all individuals.

THE PURITANISM IDEAL

Explanation: The "Puritanism Ideal" in Jamaica is influenced by religious teachings, subjugating women and lesbian, gay, bisexual, transgender, and queer (LGBTQ) individuals. Misinterpretations of, or selective emphasis on, religious scriptures may be used to try to justify patriarchal power structures and violence against sexual minorities. Online, this narrative dismisses the experiences and needs of survivors, through victim-blaming.

Analysis finding: Discourse on the “Puritanism Ideal" contains around 4% less negativity, 3% less neutrality, and 7% more positivity than the overall average. Negative comments indicate homophobic sentiment. Neutral and positive discourse highlights the impact of

religion on Jamaican views about sexuality, and suggests that reduced religious influence will have a positive effect on social progress. Religious influencers significantly contribute to this norm, framing their perspectives as protective of women's well-being and relationships. Women contribute significantly to this theme, a finding that warrants further investigation. This trend is also apparent globally.

Jamaica's "Puritanism Ideal" reinforces double standards for women and men, and adversely affects young mothers, youth, economic dependents, elderly women and the LGBTQ community, leading to judgement and condemnation. Addressing these faith-based misinterpretations is crucial to promoting a safe and inclusive society that respects the autonomy of all, regardless of their gender or sexual orientation.

UNSAFE SEX

Explanation: The "Unsafe Sex" narrative involves unhealthy sexual attitudes and harmful practices, including the use of injurious violent acts during sex. It undermines the importance of choice, consent, autonomy, bodily integrity, and sexual health. Unsafe sex perpetuates power imbalances within relationships, exacerbating physical and emotional trauma.

Analysis finding: Sentiment distribution for "Unsafe Sex" varies slightly from the average, with about 0.3% less negativity, 2% more neutrality, and 0.8% less positivity than the overall average. Negative comments show a carefree attitude towards risk-taking, neutral discourse

highlights cultural perspectives on sex and pain, and positive sentiment criticizes unsafe sexual practices and calls for more reflection and discussion on the issue.

Men of all ages who access global pornography online, play a significant role in informing this norm. There are aspects of pornography that degrade women and normalize violent sexual acts, leading to a lack of male accountability and reinforcing gender inequalities. In Jamaica, portions of mainstream media along with some dancehall artists play a role in glamorizing violent sexualised behaviours that endorse unsafe sex.

SEX EDUCATION

Explanation: Healthy sex education in Jamaica faces significant challenges due to deeply held religious beliefs and cultural norms. While some social media users advocate for greater access to information about sexual and reproductive health and rights (SRHR) , some parents express concerns about school curricula, and resist the idea of sex education, particularly for children below the age of 16.

Limited healthy sex education reduces access to SRHR and increases vulnerability to gender-based violence. It also can lead to unwanted pregnancies, stigmatization and discrimination, affecting educational and economic opportunities.

Analysis finding: Discourse on sex education is approximately 2% less negative, 3% more neutral, and 0.4% less positive sentiment compared to the overall average. Positive commentary applauds increased visibility and inclusivity in sex education; negative discourse criticizes it as undermining efforts to educate children about safety and consent in the name of abstinence and, conversely, as potentially sexualizing children. Interest in this narrative is primarily among young women below 25 years and below, underscoring their desire for access to healthy sex education.

In a society with sexually explicit content prevalent in mainstream media, there is limited constructive discussion around sex education. It is crucial to address the gaps in sex education so that individuals are empowered to make healthy and informed choices.

TRANSACTIONAL RELATIONSHIPS

Explanation: Transactional relationships in Jamaica can involve young individuals with older partners; this increases the risk of emotional, financial, and sexual exploitation. The disparity in age and power makes it difficult for the younger partner to assert boundaries, which can lead to coercion, non-consensual sexual acts, and gender-based violence. The societal acceptance of age-disparate relationships prevents victims and support networks from recognizing exploitation when it is happening, leaving youth vulnerable to manipulation and abuse from adults.

Transactional relationships also exploit and perpetuate inequality when imbalances of power exist for reasons other than genderor in conjunction with gendered discrimination - such as disparity of socio-economic status, or disparity of ability – physical or mental. Financial need coupled with a lack of alternatives may cause vulnerable young persons in particular to engage in transactional relationships.

Analysis finding: Sentiment distribution for "Transactional Relationships" is approximately 6% less negative, 1% more neutral, and 6% less positive sentiment compared to the overall average, often characterized by light-hearted

references to potential "sugar daddy/mama” scenarios in negative commentary, and criticism of age disparities in positive sentiment. Online news outlets may normalize transactional sex or amplify abusers' perspectives. Some users comment on the nature of financial arrangements that entrap the most economically vulnerable in abusive relationships.

A CHILD, “DISCIPLINED”

Explanation: The "A Child Disciplined" narrative normalizes violence against children and gender-based violence. Corporal punishment, although indisputably violent, blurs the line between discipline and abuse, leading to lasting physical and emotional effects on children. This perpetuates a cycle of violence and aggression in relationships, both concurrently and during adulthood.

Analysis finding: Sentiment distribution for "A Child Disciplined" is 4% less negative, 2% more neutral, and 2% more positive than the average. Negative discourse highlights the acceptance of corporal punishment, positive discourse expresses deep concern about unchecked violence and trauma endured by children, and neutral discourse acknowledges that learned behaviour is reflected in school-related gender-based violence. Middle-aged women are mostly interested in this

norm, with social media influencers and mainstream media playing a significant role. On the positive side, in addition to policies and legislation that prohibit harmful discipline, such as the Child Care and Protection Act, there is a growing movement amongst the general public against corporal punishment, led by influential Jamaican leaders and supported by international rights-based organisations such as UNICEF.

Accepting physical punishment as part of everyday child discipline reinforces unequal power imbalances and neglects the underlying issues of parental / caregivers’ control and aggression. It feeds into discourses that support intimidation and punitive action against vulnerable individuals in the home or community that perpetuate in adulthood.

Implications of Findings

Overview of Narratives

The data analysis uncovers a significant interconnection between various norms and stereotypes related to gender-based violence which are mutually reinforcing. This points to the possibility of complementary interventions. For instance, the category of "Genderless Violence" contributes to desensitization towards violence, which, in turn influences

attitudes toward gender-based violence in diverse contexts. The framing of violence as gender-neutral negatively impacts victims of all genders. It misrepresents gender-based advocacy as detracting from efforts to reduce generalized violence, rather than recognizing gender-based advocacy as an initiative to protect specific groups of girls and boys, women and men, who are especially vulnerable to violence – interpersonally and institutionally –as well as having a wider impact on violence prevention in general. This entrenched view reinforces the need for increased investment in specialist

civil society organisations working with communities, as well as broader interventions at national and regional levels.

The “Invincible Matriarch” and “Genderless Violence” narratives both reflect some resentment of the advances made in Jamaica towards women’s empowerment and gender equality. “Invincible Matriarch” misrepresents the resilience of Jamaican women; this stereotype and "Mastering Masculinity" together perpetuate notions of women as powerful yet immune to victimization, aligning with the idea that men must

dominate and control women to assert their masculinity. And the narrative of "Unsafe Sex" closely relates to the hypersexualization of women, exacerbating their vulnerability to violence.

Intercepting or redefining the ways in which users view women as invincible and pure, view violence as a form of discipline, accept harmful masculinity, or view gender-based violence as trivial, is a high priority. Equally important is promoting healthy sex education.

Additionally, addressing norms and stereotypes requires the active engagement of community leaders and the widespread communication of alternative narratives that foster positive change.

Source of Narratives

The study found that drivers of prejudicial shared beliefs stem from both individual and institutional spaces. The findings underscore the significant influence of media in shaping and disseminating harmful narratives related to gender-based violence in Jamaica. School, pornography sites and entertainment platforms are all significant informants of youth culture, with news outlets and radio stations playing a pivotal role in influencing public perceptions.

Addressing this requires training and sensitisation for journalists, media practitioners and comment moderators in responsible, gender-aware reporting and content creation that challenges damaging norms and stereotypes, and disseminates alternative gender-sensitive content.

Furthermore, profoundly ingrained gender beliefs and historical influences are involved. Simultaneously, the silencing and under-reporting of incidents contribute to the continued clandestine endorsement of genderbased violence.

S ize and Growth Rate

The analysis reveals a decline in volume (-9% and -1%) for the norms of "Mastering Masculinity" and "Hypersexualization", respectively. These trends offer promising glimpses of transformative potential for shifting narratives in the Jamaican context. "Mastering Masculinity" indicates efforts towards self-improvement, self-help, and the redefinition of expressions of masculinity, with the potential to reduce harm from within. However, this finding should be treated with caution due to its proximity to a growing global online phenomenon of male “self-help”influencers advocating for violence against women through thinly-veiled or overt commercialised misogyny.

The research revealed that four of the eleven narratives were emerging, in that they were relatively smaller in size but experiencing high growth. In particular, online discourse related to the “Invisible Matriarch” is growing and should be examined further.

Finally, the Genderless Violence theme is most prominent in volume in the online discourse relative to other narratives, and also experiencing the highest growth.

Sentiment

The sentiment analysis of the discourse surrounding various gender-based violence narratives in Jamaica reveals notable patterns.

The "Genderless Violence", “Invincible Matriarch”, “Trivializing Risk Factors” and especially "Unfaithful and Unfeeling" narratives include more negative discourse, highlighting prevalent concerns about detrimental behaviours and societal attitudes. Conversely, discourse around "The Puritanism Ideal", “Transactional Relationships” and "A Child, Disciplined" is more positive, with discussions often focusing on cultural expressions and empowerment.

"Mastering Masculinity" and "Unsafe Sex" reveal mixed views on these topics.

Addressing negative sentiments calls for targeted interventions to challenge discriminatory beliefs and attitudes, while recognizing positive sentiments can serve as a foundation for building upon aspects of individual empowerment and societal progress towards gender equality.

Demographics

Tailoring interventions to specific demographic groups is crucial for effectively addressing each narrative. For instance, targeted efforts towards middle-aged men, younger women, and millennial men are essential for addressing "Genderless Violence," "Trivializing Risk Factors," and "Unfaithful and Unfeeling" narratives, respectively. Engaging older women becomes paramount in addressing the "Puritanism Ideal" and "A Child, Disciplined" stereotypes, while younger women should be the primary focus for healthy sex education initiatives.

Customized strategies must carefully consider cultural nuances and a comprehensive approach involving multi-sector stakeholders is important for achieving lasting impact.

Influencers

This study identifies influential agents involved in reproducing harmful norms and stereotypes, including journalists, reporters, radio hosts, mainstream music artists, celebrities, meme pages, content creators and comedians.

On the other hand, influencers promoting positive counternarratives such as peaceful lifestyles for men and self-help, include progressive religious leaders and organizations, and influencers within the gender equality space. These influencers serve as valuable starting points to capitalize on the existing momentum to combat dangerous narratives that contribute to gender-based violence.

Intersectionality1

TEEN MOMS: The prevalent societal acceptance of gender-based violence and exploitative relationships increases the vulnerability to abuse teenage mothers. Healthy sexuality education, accessible reproductive health resources, and awareness campaigns challenging narratives of stigma and shame can support and empower teen mothers.

YOUTH: Jamaican youth are susceptible to discriminatory attitudes and harmful myths, with consequences for their behaviour and relationships. Accepting corporal punishment and gender-based

violence impedes their emotional development and contributes to intergenerational cycles of violence. Empowering youth through relevant education on consent, healthy relationships, and gender equality can help to break these cycles by promoting positive behaviours.

ELDER WOMEN: Elder women in Jamaica face distinct challenges related to harmful norms. They may be victims - or perpetrators - of financial abuse and transactional relationships. The limited discourse surrounding this demographic highlights the need for greater awareness and support for older women experiencing abuse. Equipping them with resources and assistance can help disrupt the cycle of violence and improve their well-being.

ECONOMIC DEPENDENTS:

Individuals who depend economically on others for security, shelter, and sustenance are at heightened risk of abuse. The normalization of transactional relationships and corporal punishment further exacerbate these vulnerabilities. To protect economic dependents, comprehensive child and vulnerable adult protection systems are needed, as well as awareness campaigns against corporal punishment, and sustainable economic empowerment that enables financial independence.

1Intersectionality analyses are based on four WE-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Counternarratives

Counternarrative discourses, accounting for approximately one third of all analysed discourse, represent text that breaks down damaging stereotypes, challenges misconceptions of gender-based violence, and positively addresses marginalised groups, advocating for gender equality. This discourse shifts focus away from ‘women’ back to systemic gender inequalities and plays a valuable role in reducing gender-based violence. Effective positive discourse applies a gender perspective. Thus in countering “Unfaithful and Unfeeling”, advocates show how this shared belief harms men and women alike, and to counter “Invincible Matriarch” emphasizes the realities of gender-based vulnerability. To counter “Trivializing Risk Factors” some advocates use humour to challenge gender inequality. Of note is that the positive discourse on re-defining masculinity, and countering “Mastering Masculinity”, is mainly driven by men.

While users in counternarrative discussions may have smaller followings, they are key players some of whom could make powerful advocates in efforts to drive change. Leveraging this existing momentum in Jamaica is essential for enhancing the impact of the WE-Talk project.

Insights for GBV Intervention

The findings provide diverse insights for practical and strategic interventions. For example, to counteract “Genderless Violence”, a narrative which underpins several others, gender-based violence must be understood for what it is – a crime and human rights violation in pressing need of holistic intervention. Suggested pathways include widespread showcasing of studies and statistics that highlight the ubiquity and gravity of the issue. In addition, advocacy targeting men as ‘gendered beings’ reinforces that they are in fact included in the gendered framing of violence, and thus helped not harmed by engaging in the movement for equality.

Insights for addressing other harmful narratives point to the key role of media literacy in enabling users to critically analyze media messages to recognize bias and misinformation. Interventions could include the launch of a campaign with user-generated positive messaging and collaborations with influencers to promote a more nuanced understanding of women's empowerment and gender dynamics.

Other insights emphasize the need to tackle the derogatory power of pornography; one strategy is to encourage men to share testimonies about their positive experiences with women. Another strategy is to develop online awareness campaigns that raise issues of agency, abuse of power, exploitation, and an online support community for victims to safely seek advice and access resources.

Conclusion

Addressing narratives that normalize gender-based violence is essential for supporting victims, survivors and communities, challenging victim-blaming and stigmatization, breaking the cycle of abuse and promoting healthier relationships. Combatting misrepresentation and trivialization of risk factors is vital, emphasizing the need for widely disseminating accurate information for increased awareness. Social norms and normative stereotypes that perpetuate limiting gender roles and reinforce power imbalances must be challenged in order to ensure inclusive and empowering representations of all people in society. Creating a supportive environment for victims encourages them to seek help and healing support, and is vital for promoting equitable relationships.

The insights from the Quilt.AI analysis provide key entry points for developing an effective WE-Talk communications campaign. In addition, there are suggestions for diffusion strategies and practical takeaways for the WE-Talk project.

To read the full report click here.