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

Tapping Social Media Using Artificial Intelligence to Understand Gender-Based Violence Norms and Perceptions in Jamaica Oxfam Canada (OCA) | WE-Talk Project | Quilt.AI August 2023

Table of Contents

➔ ➔ ➔ ➔ ➔ ➔ ➔ ➔ ➔ ➔ ➔ ➔ ➔ ➔ ➔ ➔ ➔

Acronyms Project Background Methodology Narrative 1: Genderless Violence Narrative 2: Trivializing Risk Factors Narrative 3: Unfaithful and Unfeeling Narrative 4: Invincible Matriarch Narrative 5: Hyper-Sexualization Narrative 6: Mastering Masculinity Narrative 7: The Puritanism Ideal Narrative 8: Unsafe Sex Narrative 9: Sex Education Narrative 10: Transactional Relationships- 116 Narrative 11: A Child, “Disciplined” Takeaways Appendix: Summary Appendix: Data Sources

-3 -4 -6 - 18 - 29 - 40 - 51 - 62 - 71 - 83 - 94 - 105 - 127 - 138 - 156 - 159

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.

Acronyms

➔ ➔ ➔ ➔

AI - artificial intelligence GBV - gender based violence ROC - rate of change LGBTQ - lesbian, gay, bisexual, transgender, and queer

Project Background

Why WE-Talk?

A collective effort to change norms and stereotypes that underpin gender-based violence The WE-Talk project aims to help reduce gender-based violence (GBV) in Jamaica by raising awareness about harmful attitudes and behaviours contributing to GBV, and by empowering community leaders and organizations. Innovative methods for research, stakeholder engagement, behaviour change communication campaigns, and capacity building help to promote transformation of social norms and reduce GBV. The project prioritizes collaboration with civil society organizations, community-based youth groups, women's rights organizations, and feminist collectives.

Project Description

Analyzing media portrayals of gender-based violence to inform effective strategies for change Using artificial intelligence (AI) research tools, Quilt.AI will analyze how GBV is represented in Jamaican social media and dissect accompanying public perceptions. Quilt.AI will identify trustworthy sources and messaging on various social media platforms through the analysis of search data, keywords, videos, images, profiles, and posts. Insights gained will be used to develop an effective communication campaign to change attitudes and behaviours regarding GBV, ultimately to increase the likelihood of reducing GBV in Jamaica.

Getting Started:

Methodology

Terminology Term

Definition

What it means

SIZE (%)

The percent share of a narrative against total search volume over the past two years. (i.e. Unsafe Sex makes up 14% of all searches.)

The larger the size, the more interest users are showing in the narrative. The inverse is also true.

ROC (%)

Rate of Change (ROC), the growth rate, in percent, of a narrative over the past two years (average year 2-average year 1)/average year 1) x 100.

If the ROC is high, the narrative is emerging (or established). If lower, the narrative is receding (or steady).

SENTIMENT

How positive, negative, or neutral a post–or broader narrative (%)--is.

Detected using Quilt’s AI analytics.

Whether a text perpetuates a harmful narrative (negative), dispels a harmful narrative (positive), or neither (neutral).

FOLLOWING

The average of all users’ social media followings within the narrative (or counternarrative) discourse.

Allows us to quantify the difference in reach between narrative and counternarrative influencers.

THEME*

A grouping of search keywords within a narrative into multiple topics.

Determined by Quilt’s AI Classification tool.

Themes show what is largely informing or interacting with a narrative, and can help identify entry points.

THEME SIZE (%)

The percent share of a theme against total themes detected within a narrative (i.e. 8.6% of Genderless Violence keywords mention crime statistics.)

The larger the theme is, the more instrumental it is in informing a narrative.

INFLUENCER

A user within the narrative discourse that has a large following (over 1,000 followers) online, and by proxy is more influential than an average user.

The larger the following, the greater reach a user’s messaging has in the mainstream culture.

ADVOCATES

Social media users (with both large and small followings) who are disrupting or challenging harmful narratives and practices contributing to GBV.

Counternarrative users allow WE-Talk to capitalize on existing efforts within Jamaica for maximum efficacy.

To note: Theme slides only highlight top themes detected, yet you can observe the number of themes identified by Quilt’s AI Classification tool on the bottom left hand of the slide.

Keywords adjacent to themes are manually selected from the data set to represent the theme as it relates to the narrative.

Sentiment Analysis Explained

Sentiment Analysis inspects a given text and identifies the prevailing emotional opinion within the text to determine a writer's attitude as positive, negative, or neutral. The process usually begins by systematically ‘crawling’ through text and splitting it into basic components, such as sentences, phrases, tokens and entities.

The next step is to identify topic and relationship between words. The programme then assigns a sentiment score to a post. Since the human language is complex, the programme is trained to detect and analyze grammatical nuances, slang words, cultural variations, and misspellings.

Quilt.AI leveraged our Classification Tool to further locate sentiment in relation to the project scope, rather than just based on the text alone. Building on our Sentiment Analysis tool, this project used custom labels to classify negative and positive sentiment in the following ways: (1) Positive Sentiment: This text speaks about gender roles, gender advocacy and gender minorities in a way that is positive for victims and dispels harmful myths.

(2) Negative Sentiment: This text speaks about gender roles, gender advocacy, and gender minorities in a way that is harmful for victims and reinforces damaging myths.

A neutral post is one that does not convey any positive or negative sentiment: it solely states facts. Neutral texts are critical to improve the overall accuracy of the sentiment model; ‘denoising’ or cleaning the dataset and preventing the model from categorizing the data accurately, the neutral class significantly improves the binary classification of negative and positive sentiment.

Target Populations for Intersectional Consideration WE-Talk Target Groups

TEEN MOMS

YOUTH (16-24)

ELDER WOMEN

ECONOMIC DEPENDENTS

Project Timeline Search Data

Social Data*

May 2021

April 2023

June 2022

May 2023

START DATE

END DATE

START DATE

END DATE

SIZE (%) SENTIMENT ROC (%) FOLLOWING THEME INFLUENCER THEME SIZE (%) ADVOCATES

245,060 searches

16,187 posts

To note: All insights and analytics were generated or used on the data set from this time period. However, some discourse examples may fall outside of the search and social timelines as they more overtly demonstrated a narrative, counternarrative, or social phenomenon specific to this study. *Social data is extracted through a set volume of posts containing keywords over a period of time, thus, the more discourse there is pertaining to a certain topic, the more recent the data sample will be. Given this, social data is disproportionately recent compared to search data (that extracts volume by month).

Research Limitations Search Data

Social Data

Search data consists of queries on Google alone, and does not include searches on different search engines or social media platforms.

Social media platforms outside of TikTok, Facebook, Instagram, X (formerly Twitter), YouTube and Reddit were not included in this analysis.

While keyword curation for search data (i.e. the sorting and sharing) is done organically, it may skew towards users with greater online access, or users with higher education.

The data did not include private online communities (e.g. Facebook, WhatsApp groups) that could not be ethically accessed.

Search queries were collected in the two-year period 2021 to 2023, and do not include queries prior to 2021.

Quilt.AI does not have access to information around who is searching for these terms, nor their demographic profiles.

Given this analysis looks at social media, other forms of media (i.e. radio) were not considered.

Quilt.AI cannot discern the age or socioeconomic status of a user.

Audience tools were leveraged using interest proxies to gauge audiences.

Research Approach (1 of 2) PROJECT SIGN-OFF

PRELIMINARY ANALYSIS

SEARCH ANALYSIS Quilt.AI used search analytics to: ● Start generating keywords that align with GBV narratives (social norms or normative stereotypes), experiences, social rewards and sanctions ● Estimate the relative size or volume of interest in each norm or stereotype ● Estimate the growth rate of each norm or stereotype over the past two year ● Understand emerging themes surrounding the norm or stereotype

Conduct research, align with other parties on the context around current GBV conversations, risk factors, and areas of interest. Explore GBV conversations in Jamaican newspapers, online and social media. Focus on target populations and what they are saying.

CONSULTATION Co-construct knowledge and learnings alongside a local consultant and project partner, WMW Jamaica with expertise in both the cultural context and GBV at large to ensure findings are pertinent, keywords are colloquially relevant, and insights are actionable for Jamaica.

SOCIAL ANALYSIS

Research Approach (2 of 2)

Quilt.AI used text-, image- and video-analytics tools to look at Instagram, Twitter, TikTok, and Facebook to ● Identify key themes of conversations that are discussed the most online ● Identify any key social media influencers informing each norm or stereotype ● Identify dominant sentiment of each theme online ● Identify top words used to discuss these topics

COUNTER ANALYSIS Using the same social analysis tools, Quilt.AI ● Identified counternarratives that are occurring in Jamaica to disrupt harmful norms/assumptions ● Identified key players/influencers who would make great advocates in efforts to change the narrative

PROJECT DEBRIEF

MESSAGING OPPORTUNITIES Taking into account the background information shared with us over the course of the project, Quilt.AI summarized recommendations on: ● Entry points for WE-Talk ● Reference group for each narrative (norm or stereotype) ● Underlying causes of each norm or stereotype ● Diffusion strategies and actionable takeaways for WE-Talk

Overview of narratives identified 1

2

3

4

GENDERLESS VIOLENCE

TRIVIALIZING RISK FACTORS

UNFAITHFUL & UNFEELING

INVINCIBLE MATRIARCH

The shared belief that there is no such thing as GBV (or it is a non-issue); there is just general violence that affects men more than women or children.

The shared belief that GBV risk factors are so ingrained in Jamaican society that they should be mocked rather than taken seriously.

The shared belief that in relationships with men, women are unfaithful and deceitful by nature, as evidenced in cheating or paternity fraud.

The shared belief that women hold more power and privilege in Jamaica than men – interpersonally and institutionally - and therefore cannot be victimized.

5

6

7

8

HYPERSEXUALIZATION

MASTERING MASCULINITY

THE PURITANISM IDEAL

UNSAFE SEX

The shared belief that women are inherently sexual objects, available for the sexual pleasure of others.

Heavily informed by dancehall culture.

The shared belief that in order to assert masculinity, a man must be dominant and controlling, both sexually and in society.

The shared belief that behaviours or identities in an intimate partner that deviate from biblical purity or ‘goodness’, e.g. premarital sex or homosexuality, are wrong.

The shared belief that sex for women is supposed to be rough, painful, even violent. Informed by a lack of healthy sex education.

10

11

9 SEX EDUCATION (avoidance of)

TRANSACTIONAL RELATIONSHIPS

A CHILD “DISCIPLINED”

The shared belief that sex education is superfluous, inappropriate or controversial, particularly for young persons below the age of 16.

The shared belief that it is normal for sexual acts to be driven by exchange of material items such as money, goods, services or protection.

The shared belief that physically harming children through corporal punishment is acceptable as a means of disciplining a child.

Quilt.AI interpreted the narratives along the following axes: DRIVER OF BELIEF

NATURE OF BELIEF

INSTITUTIONAL This belief is informed by the collective actions, policies, and practices of an organization or system.

PRESCRIPTIVE This belief is about the behaviours, roles, and characteristics men and women should have.

DESCRIPTIVE INDIVIDUAL This belief is informed by an individual’s unique combination of thoughts, emotions, and experiences.

This belief is about the behaviours, roles, and characteristics men and women do have.

This framework enables us to deconstruct and address gender norms and stereotypes as they intersect at the individual and institutional levels in Jamaica, with the aim of reconstructing narratives that will help to prevent GBV.

Implications and insights on the analysis framework can be found on Slide 142..

INDIVIDUAL

INSTITUTIONAL

The Puritanism Ideal

Genderless Violence

Mastering Masculinity

Size: 12% ROC: +4%

Size: 8% ROC: +2%

Size: 14% ROC: -9% NATURE OF BELIEF

Transactional Relationships Size: 9% ROC: -10%

Unfaithful & Unfeeling DESCRIPTIVE

Analyzing gender norms and stereotypes through an individual and institutional lens, and along the descriptive/predictive axis, offers a comprehensive look at factors causing or reinforcing GBV. It considers individual attitudes and societal expectations, as well as systemic policies and practices that perpetuate inequality.

DRIVER OF BELIEF

PRESCRIPTIVE

Mapping narratives: A detailed look at gender-based violence

Size: 3% ROC: -12%

Unsafe Sex Size: 14% ROC: -6%

Invincible Matriarch Size: 6% ROC: +7%

A Child “Disciplined” Size: 0.3% ROC: +4%

Trivial Risk Factors Size: 6% ROC: 3%

Sex Education

HyperSexualization

Size: 17% ROC: -4%

Size: 11% ROC: -1%

Size and Rate of Change: analyzing volume and growth

20%

10% ROC (GROWTH OF SEARCH QUERIES DURING SEARCH PERIOD) - %

Their classification depends on the average size and growth for this data set. A negative growth rate means discourse is occurring less, while a positive growth rate means discourse is occurring more.

0%

Invincible Matriarch Size: 6% ROC: +7%

A Child “Disciplined”

Trivializing Risk

Size: 0.3% ROC: +4%

EMERGING

Size: 6% ROC: +3%

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

Genderless Violence

HyperSexualization

Size: 12% ROC: +4% DOMINANT

Size: 11% ROC: -1%

Unsafe Sex Size: 14% ROC: -6%

Unfaithful & Unfeeling

-15%

When the narratives are positioned based on size and growth, they are deemed to be either receding (small size and growth - Unfaithful and Unfeeling, Transactional Relationships), emerging (small size, high growth - Invincible Matriarch, A Child Disciplined, Trivializing Risk Factors, Puritanism Ideal), dominant (large size, high growth - Genderless Violence, Hypersexualization), or stable (large size, low growth Unsafe Sex, Mastering Masculinity, Sex Education).

SIZE (VOLUME OF ALL SEARCH QUERIES DURING SEARCH PERIOD) - %

Size: 3% ROC: -12% RECEDING

Transactional Relationships Size: 9% ROC: -10%

Mastering Masculinity Size: 14% ROC: -9% STABLE

Sex Education Size: 17% ROC: -4%

Narrative 1:

Genderless Violence

Genderless Violence

High rates of general violence eclipse awareness of gender-based violence, and the need for resources In Jamaican society, the pervasiveness of violence has created a complex dynamic that impacts reactions to, and legitimacy of, GBV. The normalization of violence in various aspects of daily life has led to a desensitization towards violence, but also centers men as the primary victims of harm, rather than women and children. Consequently, the framing of GBV as a unique issue deserving its own form of intervention is undermined, hindering effective responses and perpetuating a cycle of harm.

“‘Gender based violence in Jamaica is at an all time high’ 󰣳guess that has ntn to do with Jamaica having a 1000+ murder rate 😐”

Male

“An adult woman raped me when I was a 15 year old boy. When I told people they laughed at me, women rape boys in Jamaica and people don't realize, many boys go on to take out their punishment on girls to get back their power. I think Jamaican women rape as much as men.”

Male

“Would love to the cost of violence against men and the economic cost. While no one condones violence against women the reality is men die ten to one in relation to women in Jamaica.”

Male

“The evidence is right there in front of our eyes to see that men are dying at a ridiculous rate in Jamaica…Its a Murder crisis. Not a woman and children crisis.”

Male

SIZE: 12%

GROWTH: +4%

Individual

Institutional

Descriptive

Prescriptive

“women and kids are barely even dying to violence compared to how many men died if you check the statistics.”

Male

123K views

There’s no such thing as gender-based violence…Males are violent, females are violent. No crime at all weh committed inna Jamaica or anywhere else inna the world should be distinguished by gender. So, when unno a go put out this big thing a road as if to say, ‘Oh, geezam, women are dying and this is serious’. Of course, this is very serious, but people are dying and if the man dem a dead at such a rapid rate, why is there no importance placed on this fact, this reality?

While gender-based violence is hidden by a ‘culture of silence’, violence against men is visible Generalized violence in Jamaica receives much media attention while GBV is less publicized, spoken about, or legitimized by legal institutions. Thus, users may feel removed from the issue of GBV and are more outraged by gang violence, corporal punishment or urban crime. The culture of silencing victims of GBV, underreporting, and the belief that violence against women occurs in private spaces, apart from society, all serve to perpetuate this norm.

7.9K article visits

...we are probably the only country known where more boys die than women and girls combined,” said Gayle. When he did a breakdown of victims of crime, he noted that, “80 percent would be males over the age of 18, nine per cent would be boys who are victims of murder. Within Jamaica, it is often perceived that boys are mainly the perpetrators of violence.

But “boys are actually the group that has the most disproportionate victimisation of violence than anybody else”.

Underlying causes: Shared history of violence (slavery, colonization) makes men feel equally, if not especially, victimized

Social sanctions: Appeases men by mitigating need for male accountability and engaging male victims of violence (general)

Reference group: Central media outlets or media influencers speaking on VAM, a lack of conversation around violence against women

Discourse on the need to include men in conversations about gender-based violence Example Tweets

Sentiment pertaining to this narrative is disproportionately negative, made up of 4% more negative, 3% less neutral, and less than 1% more positive discourse when compared to the average.

Negative discourse largely (and angrily) calls out the perceived hypocrisy of female victimhood.

This harms women in the name of “men’s rights”. Neutral discourse is about the need for men to be included in conversations around violence.

Positive discourse celebrates, rather than vilifies, efforts in Jamaica to address GBV, particularly efforts that have been successful.

“Domestic Violence is women’s double standards like Sex is for men. Regardless of what is said, it’ll always be more ok for women to be violent towards men with little to no repercussion even in death.”

59% negative

“‘On the International Day for the Elimination of Violence Against Women, join us for a conversation on the state of Violence Against Women in Jamaica looking at the way forward.’

10% neutral

Will there be a violence against men in Jamaica even too?”

31% positive

“🙌 A Huge THANK YOU to our amazing sponsors for joining us on this journey! 🎉 Your support is invaluable. Thank you for joining the fight to end violence against women and girls in Jamaica. 🙏 #ElevateHerJa #EndViolenceAgainstWomen“

Demographics

Middle-aged men primary drivers of ‘Genderless Violence’ Gender Skew

Age Skew

Male skew

Millennials, Gen X skew

Average gender breakdown across all themes:

Average age breakdown across all themes:

39% Male / 61% Female

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

To note: Data retrieved using search data. All codes were converted into search queries, and using Google Ads, demographics were gathered of those searching for the keywords: age, gender Generational Definitions: The Baby Boomer Generation – born 1946-1964. Generation X – born 1965-1980. Millennials – born 1981-1996. Generation Z – born 1996-2012

Need for trusted news sources to amplify demand for gender-based violence prevention and response 'Influencers' are mainly news, radio, or governmental sources that cover instances of generalized violence in Jamaica. Again, this legitimizes generalized violence and urges residents to mobilize against gang violence, for example, without incentivizing citizens to share a similar concern around violence against women.

While women share stories of violence in private spaces, there may be less incentive to report, fearing the very social institutions that legitimize generalized violence (e.g. police, Courts, news media, the church). Even if a news outlet and/or influencer handles the reporting of GBV responsibly, this does not shield victims from being criticized in the comment section.

Entry Points: Journalists, reporters, radio hosts, media personnel that distribute information on violence country-wide Diffusion Strategy: Training media outlets on violence against women sensitivity, training comment moderators, evidence-based incentivization to frame violence as gendered

Influencers:

493K followers

387K followers

Jamaican Observer

Jamaica Gleaner

“The vast majority of respondents said they have been the victims of or witnessed violence by student gangsters.”

“In the war-torn Mt Salem community of Montego Bay, 1 family of 7 has fled their home, seeking safety from escalating violence.”

267K followers

172K followers

The Jamaica Star

CVM Television

“‘We are fed up’ - J’can mom who lost only child to gun violence wants firearm ban”. She was shot by gangsters trading bullets.”

“Tuesday's killing of two men in West Kingston provoked protests from Hannah Town residents, who decry the repeated murders.”

150K followers

42.7K followers

Nationwide90FM

Loop News

"Desmond McKenzie says more shelters are being built across Jamaica in an effort to combat violence against the homeless.”

“Head of the St Catherine South Police Division says the recent flare up of violence in Portmore, St. Catherine, is a result of an internal gang feud.”

How the framing of violence as genderless hurts victims

Further excludes male victims of GBV

“It’s hard enough to try female victim rape in Jamaica … I can’t imagine what it’d be like to try male victim rape”

-

Twitter

May be hesitant to report (beyond disclosing)

This belief misrepresents gender-based advocacy as a means to subtract from initiatives reducing generalized violence, rather than an end to protect groups who are especially vulnerable to violence–interpersonally and institutionally. In the process, victims of GBV are harmed in the following ways:

Antagonizes women and orgs speaking on GBV

“I hate how these black feminist thots like @biancaphd are trying to turn my beautiful Jamaica to Epstein island.”

-

Twitter

Ignores the structural realities that inform GBV

Lessens incentive for GBV resources, initiatives

“saying ‘stop violence against women and children’ is basically marginalizing men.

Everyone needs empathy & protection.”

-

Instagram

Intersectional analysis (WE-Talk target groups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

No clear impact discussed in online spaces. Data analysis did not find any available discourse on the impact of Genderless Violence on teen moms. While that does not mean that no impact exists (since the norm de-legitimizes GBV), it does suggest users are not talking about it as much – or as openly – online.

Primary victims of violence.

Research shows “youth are the primary cohort of the population that are most affected by crime and violence in Jamaica, both as victims and perpetrators” and of both violent and sexual crimes [1]. Thus, they exist both in the worlds of gendered and general violence, impacted by both.

Excluded from the conversation.

Elder abuse victims have an especially difficult time voicing their experiences being both marginalized by age and gender. Plus, “there is no established legislation which specifically targets elder abuse” [2].

Elder women need more protection and more visibility.

No clear impact discussed in online spaces. In the data set, there is no clear mention of the relevance of Genderless Violence to economic dependents who rely on their abusers, beyond the impact this norm has on all victims of GBV, including those experiencing financial abuse.

To note: Intersectional analyses are based on WE-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Searches show crime Theme synonymous with Crime statistics gangs, school violence Crime

Size

Example of Search Terms

8.6%

“jamaica murder rate”

7.6%

“youth gang violence”

Social issues

6.8%

“how does crime and violence affect the community”

Violence

5.2%

“high school fights in jamaica”

Crime prevention

4.4%

“solutions to crime and violence in jamaica”

Community outreach

3.6%

“bethel baptist church help to tackle gang violence”

Violent behavior

2.8%

“resort to violence”

Social media violence

2.0%

“gang violence being promoted on social media”

Law & policy

1.2%

“jamaica anti gang legislation”

TOTAL THEMES IDENTIFIED: 250

Music

1.2%

“dancehall on gang violence”

TOTAL SEARCH VOLUME: 29,280

Schools

0.8%

“crime and violence in schools”

Out of all queries collected, the AI classified nearly 9% of all narrative searches as pertaining to crime statistics, followed by crime (7.6%).

In these queries, crime is synonymous with generalized violence, i.e. gang or gun violence, which begs the questions: How can GBV be addressed if it is not recognized as a legal and moral offence, and a violation of human rights? How can GBV survivors be supported if they are not seen as victims at all?

Changing the Narrative: Genderless Violence

Breaking stereotypes, building gender equality: how to challenge misconceptions of gender-based violence in Jamaica SEARCH INSIGHT

GBV must be seen as a pressing issue in order to be addressed Search themes offer insight into what is needed to frame violence as a gendered issue: more widespread circulation of studies and statistics that emphasize the ubiquity of GBV; initiatives to ensure it is understood as a crime, and testimonies that highlight the impact that sexual violence (against women in particular) has on the individual and on the community.

SOCIAL INSIGHT

Remind men that a gendered framing of violence does not exclude them Men may feel alienated in discourse that positions GBV in opposition to generalized violence. Reminding them that they, too, are “gendered beings” - who can be victims of GBV and experience generalized violence, in part due to violent masculinity - can position GBV efforts as helpful, not harmful.

SOCIAL INSIGHT

Empower survivors through peer support networks It is known that women talk about the violence they experience in smaller circles. Encourage the formation of survivor-led support groups where individuals who have experienced GBV can connect, share their stories, and support each other, while seeking advice and accessing resources.

SOCIAL INSIGHT

Showcase diverse representations of GBV survivors Share powerful stories of individuals from a diverse representation of genders who have experienced GBV, showcasing the varying range of survivors and their experiences to challenge the perception that (general) violence only affects men, or GBV only affects women.

Changing the Narrative: Genderless Violence

Advocates educate the public on gender-based violence @NikiSkye 274 followers

boujie.banton 19.5K followers

@sebrinacbrown 1.91K followers

@EPICFLOWS 17.8K followers

“When we talk about gender-based violence, one of the biggest hindrances to us moving forward to actually implementing a national plan to kind of tackle this issue is the lack of substantive data around the area. Unless you have prevalent surveys…which delves deeper into the issue, you do not understand the magnitude and the extent of the issue. You cannot develop proper interventions to fight GBV in Jamaica. And GBV is also leading... to this extremely big problem, a femicide that we have in Jamaica.

We don't talk about it a lot. “

“Domestic violence is a gendered crime. In Jamaica, men are overwhelmingly the perpetrators and women the victims. In addition, women are at greater risk of injury and suffer fatalities more. A little research would help anyone who seeks to understand these issues…Trying to 'balance' the issue and to erase the higher risk that women face put them at more risk and also erases the lived realities of women in Jamaica. It also dilutes the problem which means that possible solutions will not address the issue.”

“Yes, Jamaican women, all women & our girl children must be valued and protected. This must stop!”

“The woman them can't jog again? Don't tell me you lock God again Somebody, anybody!! , we need a intervention, the man them gone mad again“

Narrative 2:

Trivializing Risk Factors

Trivializing Risk Factors

Country-specific comedy desensitizes audience to warning signs of gender-based violence While comedy can offer a repose or escape from negative realities (such as widespread GBV in Jamaica), humour can easily descend into trivialization. Quilt.AI found that high-performing #jamaicanhumour posts make light of the very circumstances that increase women’s vulnerability to GBV. Thus, an eagerness to share or laugh at universal experiences, without an awareness of how those experiences are intertwined with identity-specific violence, can turn a harmless post into a dangerous precedent.

SIZE: 6%

GROWTH: +3%

Individual

Institutional

Descriptive

Prescriptive

“#EvilWest #jamaicantiktok #fyp #TikTok #viralTiktok #ViralVideo #trend #Trending 😂󰚕💯 We don’t endorse violence towards women this is for fun and jokes. 󰚤💯󰏤󰚕” Male

“Idk Looks like a #prank gone wrong 󰣳 its his 🦶on her chest at the end is wild 🤣 #SlipNSlide 🔥 #GoodVibes 2da🌍 #KingP 👑 #music #fight #fyp” Male

38K views

Jamaican men have this weird talent where they’re able to say the most sexually outrageous things to you, and make it sound like the most beautiful poem ever written by man… This man walked up to a woman and said ‘want die in your vagina and swim around like Poseidon’ and instead of being offended, she was like ‘wow… i’m actually really into Greek mythology’

101K views

Video shows the influencer happily skipping home and taking his time to beat up his step father after his mother texts him saying she was being abused Comments: “Lmaoooo okay this is funny😂😂😂😂” “Mi love da skip😂😂” “I watched this 100 times😂”

Gender-based violence is justified as cultural tradition and used as a popular comedic trope Jamaican comedy often trivializes two themes: men catcalling women and violence against women in relationships. This humour tries to justify these behaviours as cultural traditions, downplaying their seriousness, rooted in patriarchal values of gender inequality. Such humour encourages dangerous mindsets which objectify and disrespect women, which overlook the mistreatment of women and do not recognize GBV as a crime and violation of human rights.

Underlying causes: Gender stereotypes, lack of education and awareness of GBV, practices that normalize violence

Social sanctions: Victim-blaming, lack of consequences, norms that prioritize social harmony over addressing GBV

Reference group: Comedians and media influencers normalizing GBV with their jokes, lack of education and awareness of GBV

Users show concern about the sharing of violent videos Example Tweets

Discussions around "Trivializing Risk Factors" differ from the average sentiment distribution. It is approximately 4% more negative, 3% more neutral, and 7% less positive than the overall average.

Positive discourse points out that the sharing of videos with violent content, or videos that trivialize violence, has become normalized in the online world in Jamaica. Users are urged to think more critically about the impact of this material on GBV victims and society at large.

“Acting Like I'm Going To HIT MY FIANCE'S JAMAICAN MOM To See Her Reaction! *BAD IDEA*”

60% negative

“The funniest prank ever! 😂😂󰚔😭” “VIDEO: Woman caught on camera kidnapped from her home by her abusive boyfriend in Jamaica 😭family worried

16% neutral

Instead of just recording why didn’t she help her or call the cops or something”

Neutral discourse is curious about onlookers’ role when recording violent acts (vicarious liability).

Negative discourse feeds into pranks or comedic videos that make light of physical violence and abuse for the sake of entertainment.

24% positive

“I can’t understand folks who continue to share dead bodies & accident scenes on social media. Stop for a minute & think. You would never want to see a loved one paraded like that online. Truly sickening.”

Demographics

Interest in this norm heavily skews towards younger women Gender Skew

Age Skew

Female skew

Gen Z, Millennials skew

Average gender breakdown across all norms:

Average age breakdown across all norms:

39% Male / 61% Female

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

To note: Data retrieved using search data. All codes were converted into search queries, and using Google Ads, we gathered the demographics of those searching for those keywords: age, gender Generational Definitions: The Baby Boomer Generation – born 1946-1964. Generation X – born 1965-1980. Millennials – born 1981-1996. Generation Z – born 1996-2012

Influencers speak to universality of risk factors Many influencers informing this norm are content creators with large followings, eager to share commonalities – either nationally or abroad – about what it means to be Jamaican, to grow up with Jamaican parents, or to navigate Jamaican society. High-engaging posts speak to widespread experiences of violence, anger, and abuse–or the circumstances that invite those experiences.

As with comedy, these creators serve as a mirror to their culture, or are using comedy to cope with the experiences of being victimized at times by their very own culture. Some of the influencers who joke about GBV risk factors for women are women themselves.

Entry Points: Comedians, male influencers with large social media outreach, media personalities, meme pages Diffusion Strategy: Empathy-driven storytelling, redirecting humor towards raising awareness and promoting empathy for GBV victims

Influencers:

1.1M followers

81.5K followers

@benitajadah

@gaffer3323

“When your Jamaican mom Cusses you out while your out with your friends: ‘Watch when y'all come home. See if I don't lick you down so you learn your lesson I didn't beat you hard enough last time’”

“Mi kick off a blod clad world an come in a koh man ang do you a flinni phone na yi blod clad toilet E gyal minna wan no phone na na bathroom None Don't fuck your blood clad self with me now man”

39.5K followers

172K followers

@darrielstewart

@nickay47

“When you go to jamaica to live your maddest life and yall went through 5 bottle of Appleton and the man dem order 1 more”

“How Jamaican woman cuss their man.

Murdaaa😭😂😂#fypシ #viralvideo #jamaicatiktok #jamaicanwoman #jamaicanwomenbelike #viral”

121.5K followers

5.16K followers

Royal prince 󰏤

@man4dmission

“Jamaican women why ? 󰏤󰏤 #jamaicantiktok #caribbeantiktok #funny #nyc #jamaicanwomen #fyp #fypシ”

“Too early for this #fyp #jamaicantiktok #jamaicantiktok󰏤viral #crackheadcomedy #whiteplainsroad #jamaicancomedy”

How the trivialization of risk factors acts attitudes and practices, makes it harder for victims to be taken seriously, and discourages survivors from seeking help as a barrier to support for survivors or accessing justice. It severely undermines the importance

The trivialization of GBV risk factors reinforces harmful

of developing and implementing effective strategies for GBV prevention and response.

Partner has had an extra-marital relationship

Partner has been in a fight with another man

Exposure to emotional abuse during childhood

Frequent quarreling amongst the couple

Partner struggles with alcohol or drug abuse

Intersectional analysis (WE-Talk target groups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Experiencing further mocking in the digital realm. There are videos in the online world that make fun of teen moms in Jamaica, yet little discourse exists where users respond or criticize this content. This content may serve as an extension of the mocking or stigmatization they experience, further marginalizing and isolating them both online and offline.

Normalization starts at a young age.

On platforms like TikTok, Twitter, or Instagram, deadly school fights, intimate partner violence, or crime footage often go “viral” and “spark a lot reaction from Jamaicans” [1].

While adults may have the capacity to engage with this content critically, youth are engulfed in content that normalizes violence.

A lifetime of normalized abuse. For older women, violence has been trivialized and normalized outside social media, and in turn users discuss and speculate how this demographic has been experiencing abuse over the course of their lifetimes. One user remarks, in response to a 72 year old woman killed by her husband, “probably beating her all her life RIP Matriarch” [2].

Jokes delegitimize dependents’ risk of violence at hands of provider.

Jokes about women or youths being financially dependent on men are so rampant in the online space, that women who are exploited, trapped, or experience violence as a byproduct of that dependence may not have their concerns heard or legitimized. Or, violence is treated as a normal part of the financial arrangement.

To note: Intersectional analyses are based on WE-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Desensitization to violence begins at a young age

Theme

Size

Example of Search Terms

School violence

12.9%

“belair high school fight”

Pornography

8.5%

“cheating wife caught and punished”

Scandals

6.1%

“cespedes wife cheats with popcaan”

Memes

5.7%

“man choking woman meme”

Humor/funny

3.2%

“man repeatedly hits girlfriend after breakup prank”

Entertainment

2.8%

“cheating wife movie list imdb”

Gaming

2.4%

“2 player fighting games unblocked”

Gossip channels

2.2%

“dj envy cheats on wife”

Music

2.0%

“songs about husband cheating on wife”

TOTAL THEMES IDENTIFIED: 248

Legal system

1.6%

“can i sue my wife for cheating”

TOTAL SEARCH VOLUME: 15,400

Family

1.6%

“parents won’t stop fighting”

Out of all queries collected, the AI classified ~13% of all narrative searches as relating to school violence, followed by global pornography (8.5%), scandals (6.1%) and memes (5.7%). School, pornographic sites, and entertainment platforms (albeit gossip sites or meme pages) are all significant informants of youth culture, which means users are desensitized to the very behaviours that should flag concern and intervention in youth.

Changing the Narrative: Trivializing Risk Factors

Challenging harmful humour, amplifying respect: how to disrupt the trivialization of gender-based violence SEARCH INSIGHT

Social media monitoring: inviting greater discourse Regularly monitoring social media platforms for content that trivializes GBV or promotes violence against women and children (e.g. school fights) could be a good starting point for creating educational dialogue concerning the impact that content can have on real-life victims.

SOCIAL INSIGHT

Engage and educate content creators who post harmful content Reaching out directly to content creators and providing them with educational resources, statistics and stories, and highlighting the seriousness of trivializing GBV may encourage them to reframe their content.

SOCIAL INSIGHT

Light-hearted humour may still have its place Comedy is a powerful tool to disarm audiences that may have strong reactions to gender-based discourse. When content creators leverage the power of humour to challenge negative ideas, myths and stereotypes, comedy can be used to raise awareness.

SOCIAL INSIGHT

Launch a campaign with user-generated positive messaging Launch a campaign with user-generated messages that encourage users to create and share their own content, such as videos, graphics or memes, that promote positive messages about consent, gender equality and respectful relationships.

Changing the Narrative: Trivializing Risk Factors

Advocates use humour to call out gender inequality @DBuckSWStEliz 1.08K followers

@howshaniekaseesit 1.5K followers

@bobbthegreat 11.7K followers

“Went to see and hear for myself.

I don't know all who play games. But to hear the PM of Jamaica playing games, trivializing & politicizing gangs, murders and violence, is tragic! This is not the best Jamaica can do. We can do much better than this.” @ShariiOfficial 32.6K followers

“I keep on thinking you can not get anymore out of pocket and I keep on being wrong.”

“Jamaican Men wi tyad wi tyad. Fix up, Fix up”

“Why do you think that approaching a woman and going in their personal space with a stink mouth is ok?"

Narrative 3:

Unfaithful and Unfeeling

Unfaithful & Unfeeling

Women seen as insidious and deceptive

“as a man you must tolerate the second gender bad behaviour Like you said women don't love men they love only when you give them Thier immediate desire, Good sex,money etc” Male

“These women don't understand the damage they do to a man's mind when they do stuff like that. Trying to make it look like he was unstable or something.”

Commentators believe that the capacity to cheat, deceive, and to be money-grabbers, is integral to women’s relationships with men. In the Jamaican context, the issue of paternity fraud–or giving men “the jacket”–is perceived as a widespread manifestation of women’s deceitfulness in pursuit of monetary gain. Violence towards women then becomes justified, while women’s testimonies of violence and victimization are dismissed.

Male

“‘A woman gets exposed for attending two different baby showers wearing the same dress for 2 different men.’ Soon see her on paternity court talking Abt she didn't cheat n it's ur baby. Whoever ‘ur’ is” Female

“MANY Jamaican wombmen need to fix up as they have little self respect and even less for their children seeing/ using their child/ren as a financial pawn even 'selling' them/ allowing them to be groomed by 'Mr Big'!”

SIZE: 3%

GROWTH: -12%

Individual

Institutional

Descriptive

Prescriptive

Female

“Women are so evil. Imagine I said it was a mistake that i was giving them bun and dem still wah gimme bun. How petty.”

Male

17.2K views

Comment: Woman too wicked too, they knowingly give the child to the wrong man because of financial security/relationship security.

Comment: If the women would engage with one partner at a time and have respect for themselves they wouldn't be concerned about being shamed.

Comment: women don't care when Dem a shame men

647K views

Dem gyal yah wicked, dem wicked, dem wicked I don't know how dem so wicked Why dem so wicked Quantanium did tell me dem wicked Comment: All rise for the National Anthem of Jamaica 󰡍 Comment: All stand for the Redpill 💊 national anthem! 󰚕

Both men and women can ‘benefit’ from assumptions regarding women’s immorality In Jamaica, there are several myths and misconceptions that encourage users to believe that women are ‘evil’. For men, it may absolve them of responsibility or personal hurt if they have a negative experience with a woman. It may justify causing hurt or harm to women who ‘deserve it’. If a victim is ‘immoral’, an abuser may feel no need to proceed morally. For women, participating in this discourse may show they are a unique case, deserving of moral treatment (and undeserving of violence).

Underlying causes: Legacy of slavery, religious interpretations, historical power imbalances & patriarchy

Social sanctions: Allows for the continued mistreatment and disenfranchisement of women without need for reform/subversion

Reference group: Men, especially of a high profile, speaking to universal experiences of infidelity, being “jacketed”

‘Unfaithful & Unfeeling’ contains highest percent of negative discourse across all narratives Example Tweets

The sentiment distribution for "Unfaithful & Unfeeling" displays a marked difference from the average.

It is approximately 10% more negative, 2% more neutral, and 9% less positive compared to the overall average.

Negative discourse highlights women's seemingly innate capability to cheat, incorporating humour and referring to “scientific findings” while discussing infidelity.

"Happy Monday, according to SIANCE (science) & Dr. Gayle, women have what it takes to cheat - BETTA! Watch the full Psychology of… BUN (Season 2) on #psychologyofbun #jamaica #cheating #stats"

66% negative

11%

“Back around 2005 a study showed 32% of court ordered paternity tests where the paternity was in doubt it showed the man tested was not the father.

neutral

Neutral discourse appears ‘positive’, challenging the perception of high rates of infidelity by providing statistical evidence that contradicts common beliefs.

Dudes will hold on to this as if this was true for the general public. It's 1-3% but that doesn't fit their narrative."

Positive discourse dispels the myth that all women are cruel or evil. They humanize them, celebrating their successes and recognizing their hard work.

“I follow a lot of women in Tech. All I see is them getting fit, getting money, getting certs, buying houses, buying AMG’s. It’s so dope and motivating to see. That’s why I wake up at 3am/330am to bust my ass to catch up with yall. Cause y’all really working! 󰙢󰙢󰙢󰙢”

23% positive

Demographics

Millennials, older women drivers of ‘Unfaithful & Unfeeling’ Gender Skew

Female skew

Age Skew

Millennials, older skew

Average gender breakdown across all themes:

Average gender breakdown across all themes:

39% Male / 61% Female

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

To note: Data retrieved using search data. All codes were converted into search queries, and using Google Ads, we gathered the demographics of those searching for those keywords: age, gender Generational Definitions: The Baby Boomer Generation – born 1946-1964. Generation X – born 1965-1980. Millennials – born 1981-1996. Generation Z – born 1996-2012

The Invisible Influencer: a safe space for misogyny Here, top influencers are mainly men, many of whom hide behind ambiguous screen names and non-determinant profile pictures that make their true identity evasive. Under these ambiguous online circumstances, perhaps they feel increasingly empowered to speak of women’s perceived vileness. In addition to this type of anonymous male figure, top-followed posters overlap with the male sexual content creator space and meme pages.

Influencers:

69.9K followers

RealestKavi

slvppy

“It takes a lot for women to cheat. And mi nah talk bout the ones we dash out dem front cause the man drives a luxury car #BwoyATingzAfterDark”

“Tyrese says he found out during his divorce trial that his ex-wife was only in it for the “Money”’ men when they find out women love money”

17.3K followers

In terms of demographics, followers of these pages are mainly men. Quickly enough, despite intent, posts generalizing women’s behavior circulate in male-dominated spaces filled with like-minded users. The assumption that women are innately evil becomes normalized, spilling into offline realms.

Diffusion Strategy: Challenge harmful stereotypes and and promote positive attitudes towards women, promote positive role models

12.2K followers

⚜The B-U-N™⚜

@junior_flexxx

“‘Especially if y’all married that really makes you my sister now … Men don’t encourage each other to cheat that’s a women thing”

“RT @BradleyCarl256: You really have a problem if you don't like women, put the fact that they're evil aside.. they're a blessing😂🔥”

11.4K followers

Entry Points: Male influencers, meme pages and sexual content creators with large social outreach

454K followers

5.75K followers

@daystargreen_sa

Bob Mango 🥭

"RT @_ShaunKeyz: I’ll never understand women who lie about being raped, that’s so evil.”

“@DJewelledDoll Jamaican women don’t deserve loyalty 🙂 Bun fi run”

How the demonization of women harms victims from seeking help, resources

Frames women as responsible for abuse

Normalization of violence against women

“Matthew beat the girl till she wet herself in addition to branding her and ppl really out yah a defend him?? Unnu serious??? ppl saying she consented to getting beat, that she deserved it for being a cheater…I am shocked!”

-

Twitter

This normative stereotype creates a culture of victim-blaming and shame, causing women to internalize feelings of guilt and self-blame, and to fear judgment and further stigmatization.

Demonization also can result in diminished credibility and reduced support from society and institutions, making it harder for women to access the assistance they need.

Vilifies & dehumanizes advocates

Undermines empathy and support for victims

“It's ppl like her why we need mandatory testing this activist must knows what it feels like to give a man a jacket” “thats why man fi stop baby up dem stinking gyal ya and treat dem like the dawg shit they are”

-

Youtube

Frames certain types of women as especially evil

“@VybzKardo No, you're just too traumatized and indoctrinated to see that light skinned women are the true evil”

““it must be a reason why he's treating her this way, always two sides to a story”

-

Twitter

Intersectional analysis (WE-Talk target groups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Teen moms experience greatest victim blaming. When girls and teens become pregnant, when impregnated by older men, users find ways to vilify victims, with remarks such as, “she did not take the necessary precaution” [1], suggesting the young moms are lying about the fathers, or were “willing participants” (in instances where the teen is below the age of consent).

Youth viewed as having no morals, unlike older generations. When it comes to sexuality, relationships, and ethics, youth often experience the most criticism. Young girls are disproportionately subjected to hate online, evidenced in comments such as this one from a Youtube user: “Most of these young girls now a days have no morals” [2].

Viewed negatively by both women and men. While men may feel older women are especially unfeeling, younger women look down on elder women’s stances. One user writes, “I need old black women to heal cause wtf” [3]. Elder women feel at times abandoned, noting “...some [youths] will not lift a finger to help me, without stretching out their hand” [4].

Double burden of criticism. Economic dependents are vilified from two angles: first, from the angle of relying on a partner or parent for financial stability (feeding into the idea that women use others for monetary gain) and from the angle of not leaving an abuser sooner or at all, ignoring the complex realities of financial abuse and power inequities

To note: Intersectional analyses are based on We-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Pornography feeds the ‘Unfaithful & Unfeeling’ stereotype

Theme

Size

Example of Search Terms

Pornography

9.5%

“jamaica women cheating compilation”

Crime

6.3%

“girl murders for money”

Infidelity

2.5%

“women cheat more than men”

Paternity fraud

2.5%

“jamaica highest rate paternity fraud”

Legal issues

2.1%

“family court paternity fraud”

False accusations

1.7%

“no bail for rape accused jamaica”

Scamming

1.6%

“flip money girls”

Finances

1.3%

“girls and money”

Materialism

1.3%

“girls only want money car and house”

TOTAL THEMES IDENTIFIED: 240

Statistics

1.1%

“statistically who cheats more men or women”

TOTAL SEARCH VOLUME: 8,360

Tabloids

0.3%

“women better at cheating jamaican star”

Out of all queries collected, 9.5% of all searches were classified by AI as pertaining to global pornography, portraying women as cheaters, dishonest or sexually immoral. Pornography’s percentage is much larger than other themes, which suggests a perceived link between sex women’s ‘deceitfulness’. As many users note that “sex ed = porn” [1], the link between violence and this normative stereotype, may be further reinforced.

Changing the Narrative: Unfaithful & Unfeeling

Breaking stereotypes, building inclusion: Disrupting harmful beliefs about women

SEARCH INSIGHT

Tackling the powerful role of global pornography While empowering discourse that frames women in a positive light may be scarce online, “adult” content is rampant and influential. The stereotype of the ‘deceitful woman’ needs to be removed from online discourse around woman’s sexuality, and offensive sexual content on social media needs to be reported.

SEARCH INSIGHT

Empowerment programmes for especially marginalized women Search data show that some women face greater hurdles than others in being believed. Empowerment programmes tailored to address the unique and universal challenges of marginalized women, via skills training, mentorship, and support networks, can help enhance their agency and challenge stereotypes.

SOCIAL INSIGHT

If women are degraded and victimized by legal institutions, users will follow To ensure equitable treatment of women in the justice system, collaboration with legal institutions to provide training on gender awareness and how to support survivors throughout legal processes, can reduce gender bias and victimization from top to bottom of the justice system.

SOCIAL INSIGHT

Men are key to changing the narrative; reward positive testimonies about women As top influencers show, this stereotype is fed, circulated and legitimized in male-dominated spaces online. To disrupt this narrative, male users must speak out against the vilifying of women and victims. How? Encourage men, particularly influencers, to share positive experiences and encounters with women.

Changing the Narrative: Unfaithful & Unfeeling

Advocates show how this stereotype harms men and women alike @yooneedmorejodi 13.7K followers

@khorii_rhymes 11.1K followers

@chadmorganesq 13.7K followers

@heisdelarue 8.85K followers

“‘Minister of Legal and Constitutional Affairs, Marlene Malahoo Forte has declared that she will not support any push to legalise abortion in Jamaica... in honour of her mother.’

“‘As a woman I wonder, “Why would men CHOOSE to believe that women are greedy gold-diggers who are always on the hunt for the next big rich man with a square jaw?

That they're always scheming to commit paternity fraud? Why do men prefer thinking their only value is their wallet?’’”

These are the people we have in power standing on nothing but atavistic personal beliefs, limiting and blocking access to life saving services.

Why must your singular experience trump the lived realities of have (especially) young women in Ja? “Women Us Men Appreciate You #khorii_rhymes #jamaicantiktok󰏤viral #women #empowerment”

A regressive regime!”

“#jamaicafyp󰏤 #jamaicafyp󰏤 #jamaicafyp󰏤 #educationfyp #jamaicatiktoker󰏤 #sexualidade #educatioedition #fypwomen”

Narrative 4:

Invincible Matriarch

Invincible Matriarch

The illusion of female power and its impact on gender-based violence and victimization in Jamaica GBV is rooted in unequal distribution of systemic, societal and interpersonal power. Yet users, mainly male, are firm in their belief that Jamaican women hold the power and privilege, and that women are in control of the household, of the government, and of society. This has consequences for GBV in two insidious ways: women are (1) seen to be responsible for creating a culture of violence and (2) are not capable of being victimized.

“‘Jaimaica…[is one of] the only countries where a boss is more likely to be a woman’ And thats why I smh at ppl in Jamaica who still talk about the workplace being male dominated and majority male ruled. That whole gender bias/women struggling for equality in a Ja workplace is over” Male

“Most males are raised by women.

Jamaica is a matriarchal society?

How can rape be controlled?

Women Power?”

“The "shock and outrage"...can you imagine a woman being involved? Which set of murderers in this country function effectively without women as core to the "system"? Let's keep living in denial that women and working men are "innocent"” Male

“The population of women are 7 to 1 Just an interesting fact. Also run the country.”

SIZE: 6%

Male

Male

GROWTH: +7%

Individual

Institutional

Descriptive

Prescriptive

“LoL, I've lived in three countries in the past decade of my adult years. Let me assure that: (1) ALL three are re-examining traditional gender roles. 󰑔󰏤󰐏 (2) Jamaica never had any to begin with, lol. Men do not run our households and most Jamaican managers are women.”

Female

17.9K visits

However, there is still the claim of women being relegated to second place by a male dominated society, one armed with a testosterone driven boys’ club mentality and the subtle, sometimes overt display of disregard for the fairer and finer sex….If all women demand men wear their pants at their waist and not at their knees, not expose their buttocks and underpants and form a meaningful relationship with a belt, then that is what we will all end up doing.

58K views

Man love woman, woman not love man.

Only man love woman, me bread. And woman recognize man for them possess and what she can get. A man alone will buy them house, buy them car, pay them furniture bill and like bill all that shit. And woman not do that to you unless you are go the other way and you are hit with shit from them bottom all that shit.

Understand?

Perceptions of power: Women have personal and institutional authority This normative stereotype manifests in users regarding women as holding more power institutionally as well as interpersonally. According to articles like “Jamaica Women Hold the Power”, men will do anything a woman tells them to, and women’s classification as “second-class citizens” is a fantasy. Users also believe that women will do anything to take advantage of men, leveraging whatever it takes in pursuit of men’s material possessions. Thus, in either scenario, men who subscribe to this belief consider themselves victims of female power.

Underlying causes: Media portrayals and popular discourse, socioeconomic disparities, interpersonal male adversity

Social sanctions: Can guise harmful stereotypes as a concern for equality, gives men room to gain more power

Reference group: Men’s rights activists, talk show/radio hosts, public cases of male victims, female aggressors

Discourse sentiment illuminates female empowerment amidst generally negative gender dynamics Example Tweets

When analyzing the sentiment distribution for the "Invincible Matriarch" stereotype, we observe a significant deviation from the average. It is approximately 2% less negative, 4% more neutral, and 1% less positive compared to the overall average.

Neutral conversation involves personal anecdotes and perspectives that underline the complexities of gender roles, feminism, and individual preferences.

Positive commentary highlights the correlation between the earning power of women with high rates of domestic violence, suggesting that some men react negatively to women’s economic power.

Negative discourse puts increasing onus and blame on women, beyond their existing responsibilities and in an effort to absolve men from being responsible and accountable.

“Stop putting the responsibility of YOUR body on these men. Women need to be responsible. Period. Stop making excuses for yourself.”

58% negative

“Had this convo on a date once I consider myself a feminist because i’m pro woman but I don’t think men & women are equal I think women are superior & I don’t want to change gender roles I want soft life & men to work & provide for me”

9% neutral

“Men have no gender roles in Jamaica.

They say their role is to provide, yet 80% of West Indian families are matriarchal, so what purpose dem serve exactly??🙄 Only the 20% a do tings.

33% positive

“Women make more 💵 than 🚹 in Jamaica too That’s why domestic violence rate is so high because they’re angry women have money & power but they refuse to give us respect”

Men, ages 24-64, show disproportionate interest in this stereotype

Demographics

Gender Skew

Age Skew

Male skew

Millennials, Gen X, Boomers skew

Average gender breakdown across all themes:

Average age breakdown across all themes:

39% Male / 61% Female

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

To note: Data retrieved using search data. All codes were converted into search queries, and using Google Ads, we gathered the demographics of those searching for those keywords: age, gender Generational Definitions: The Baby Boomer Generation – born 1946-1964. Generation X – born 1965-1980. Millennials – born 1981-1996. Generation Z – born 1996-2012

Influencers include lawyers and journalists of both sexes Top influencers in this narrative come from a wide variety of spaces: some are lawyers (Clyde Williams) while others are news personnel (CVM Television), and some are women and men. In essence, this normative stereotype is informed by both public institutions and private circles, operating in tandem with stereotypes like Unfaithful & Unfeeling. In this case, users are not arguing whether women are virtuous or not, but instead subscribe to the belief that they are disproportionately favoured as such.

The impact? The deep-seated belief that men need to be protected from women, whom they view as the oppressor and men as the oppressed. There is an overarching inability or unwillingness to see the need to safeguard women from abuse.

Entry Points: News media outlets and journalists, male influencers, influential figures holding respected positions in politics or law Diffusion Strategy: Showcase GBV stories from various angles, educate and promote awareness, foster dialogue and inclusion

Influencers:

172K followers

36.3K followers

CVM Television

@loweminuh

“The four women accused of defrauding the Sagicor bank of some 65 million dollars were granted five months bail extension.”

“RT @amarihanifahh: Even in the court of law women are protected and coddled”

11.8K followers

8.46K followers

Clyde Williams

Dr🕊corruption⚚󰏤

“@yaneekpage And you are woman. The man experience is very different. The streets not easy for assertive Jamaican men, not being violent just standing on yuh rights.”

“teach him a lesson wae kowa yanxu shima activist, the fact dat a man shouldn't raise his hands on a woman is giving dis women the will and power to ride on men”

5.45K followers

5.75K followers

Martin shoot a 󰵉

February’s Fire

“Black feminist don’t want equality. They want to be and have the power of white women. They want to hate black men without backlash.”

“@TheConsciousRN_ This power struggle in these gender wars are getting pretty lame. A bunch of angry women with money”

How the ‘Invincible Matriarch’ narrative harms victims of gender-based violence

Believes existing system is working for them

“Alot of poor males lack financial support from parent (s)/third parties...On the other hand a poor female in Jamaica will find a sugar daddy, business owner or married man to spoil her which ultimately allows her to gain access to opportunities much faster and easier”

-

Youtube

Underreported GBV due to constant downplay

If women are perceived to hold the power in both public and private spaces, social media users are more willing to downplay the prevalence and impact of violence against women. In turn, this shifts focus away from systemic gender inequalities, and instead promotes narratives that undermine the experiences and needs of victims.

Women seen as responsible for mistreatment

“You can have the most loving man - if you give him the opportunity he will cheat. You can have the most toxic man and if you don’t let him he will not cheat. Women gotta come back to their senses- see things for what they are and be aware of the power we hold!"

-

Twitter

Limited support and resources

“And there's absolutely no resources for the victims of these forms of abuse within the island. We just have to sit there and wonder if its all in our heads. I beg the women of Jamaica to educate themselves on gaslighting..... it happens more than you think”

-

Twitter

Frames certain types of women as especially evil

Intersectional analysis of WE-Talk target groups

Teen Moms

Superhuman strength required for young moms. One user relates how traumatizing her teen pregnancy was, to the point she ideated suicide, yet remarked “as a lesson to other teen girls” that “these challenges gave me the courage to work harder.” [1] Other users on TikTok reassure pregnant teens that they should remain strong, calm, and go through with the pregnancies, minimizing social and infrastructural obstacles.

Youth (16-24)

Elder Women

Economic Dependent

Not interested in invincibility; want an easier life instead. Young women do not want to be ‘invincible’ or necessarily active in the movement for gender equity and empowerment of women. As one user puts it, “Sprinkling triplet pregnancy dust, inheritance, money men and a soft life all over the TL.” [2]

Social advancements: the fruit of elder women’s labour. Elder women are of the generation of “making bold strides”, under the belief that women “should seize the power they have to make the changes we wish for in our country” [3]. While they contest narratives that they wield the power they’ve earned against men, they do view their advancements, socially and politically, as achievements worth celebrating.

Invisible victims: Due to the perception that women are more able to be economic providers – which appears to correlate with greater rates of domestic violence [4] – abuse experienced by their economic dependents may go unnoticed or may be questioned. There is a risk that financial abuse may be recognized predominantly for male victims only.

To note: Intersectional analyses are based on WE-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Concerns over women’s perceived political power

Theme

Size

Example of Search Terms

Politics

6.3%

“portia simpson miller jamaica”

Misandry

3.4%

“gender discrimination against men in the labour force”

Men’s Rights

3.4%

“how male marginalization affects society perception of men”

Stereotypes

3.0%

“gender stereotype men being the main breadwinner”

News

2.1%

“articles of gender discrimination against men”

Legal system

2.0%

“divorce attorneys for men's rights”

Workplace

1.7%

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

Quotas

1.3%

“the effect of gender quotas on male politicians”

Family

1.2%

“bossy wife”

TOTAL THEMES IDENTIFIED: 237

Statistics

0.8%

“male gender inequality statistics”

TOTAL SEARCH VOLUME: 13,930

Transphobia

0.8%

“forced gender reassignment male to female”

Out of all queries collected, 6.3% of searches related to this stereotype were classified by AI as pertaining to politics, followed by negative comments about men (3.4%), men’s rights (3.4%) and stereotypes (3.0%). Politics, while largely absent from the influencer analysis, shows gains for women, such as the “Historic Number of Women Elected to Jamaica’s Parliament” in 2020 [1].

Thus, while the perception of women’s power is inflated, it is influenced by real progress.

Changing the Narrative: Invincible Matriarch

Recognize male users’ vulnerabilities, while engaging men on how women’s empowerment benefits society SEARCH INSIGHT

Media literacy and critical thinking is a must Implement media literacy programmes that equip individuals with the necessary skills to critically analyze media messages, helping them to recognize biases and misinformation, and to promote a more nuanced understanding of women's empowerment and gender dynamics in Jamaica.

SOCIAL INSIGHT

Showing stories of GBV from different angles It is important to include testimonies from a wide range of survivors, and to recognize that some boys and young men experience GBV. It is important to consistently use data which shows that women and girls are especially vulnerable to sexual and intimate partner violence; this may help uninformed male users to recognize the reality of GBV.

SOCIAL INSIGHT

Addressing socioeconomic factors to engage men Provide educational resources and initiatives that address the socio-economic challenges men face, promoting understanding of societal power dynamics and the interconnectedness of different forms of oppression.

SOCIAL INSIGHT

Collaborate with influencers to promote understanding of, rather than fear of, women’s empowerment and gender equality Engage male influencers, celebrities, and influential leaders, to promote balanced narratives and challenge the perception of women's empowerment as an oppressive force, emphasizing the importance of equality and mutual support.

Changing the Narrative: Invincible Matriarch

Advocates call out the realities of gender-based vulnerability @dempsterchung 2.84K followers

@justjamiepandit 251.1K followers

@justjamiepandit 251.1K followers

“"@ThisisPreki - Women paid 2/3 of a man's salary for doing same job - Over 1 in 4 women are victims of gender based violence - 4th highest rate of female homicide in the world - 30% of parliamentarians are women Representation in one niche (female middle managers) doesn't mean equality."

“Honestly its very sad that women caa walk inna peace inna dem oun country”

“Her hands swell, her face swell big people she cant do nuthin oh God, and mi a tell ya man, enough women is going through it”

“It’s disappointing to see so many women against the idea of menstrual leave. Its a good time as MEN to educate ourselves.”

Narrative 5:

Hypersexualization

Hypersexualization

The objectification of black women and girls: colonial causes, modern consequences Jamaican women have been historically – and remain today – hypersexualized due to a combination of factors, including deeply ingrained racial stereotypes, objectification, and the influence of colonialism and slavery. This informs the concurrent exoticizing and degrading of Jamaican women's bodies, perpetuating harmful and dehumanizing stereotypes that portray them as sexually promiscuous, available, and existing solely for the pleasure of others. Girls are also hypersexualized, making them especially vulnerable to violence.

SIZE: 11%

GROWTH: -1%

Individual

Institutional

Descriptive

Prescriptive

“the biggest whiplash I’ve ever gotten is being sexualized my entire teenage life and now when all these old ass m€n see that I’m 18 they’re like “oh, I thought you were younger” or “if you were younger” like wtf is that supposed to mean weirdo 😟”

Female

“One hour in the car with four 19 year olds and I learnt: 1. Scamma dancehall have a buzz 2. If your song isn't about pussy, freaky gyal giving blow jobs, and/or blowing off a bwoy head top, is it really a hit song?”

Twitter

“‘no one sees anything disturbing about this video?’ Nope, because sexualized kids are normal in Jamaica 😥”

Male

“little girls lookin like BIG WOMAN... thats why nuff man getting in TROUBLE... 😳😳😳😳😳😳😳😳😳😳😳😳😳😳😳😳” Male

“Once you learn how to control your lust, you'll notice most women can only provide you with is sex”

Male

20M views

https://youtu.be/_U4sLGFouB0 Bounce check inna account a mek the skull upset/None a unnuh nuh know dunce yet/ Back a di class, me n'ave no subject (none)/ England gyal inna di Bimma want rough sex/She pop di molly hard but she nuh drunk yet/Drift di Crown hard and mek she get upset/Yo, a money a di subject

Comment: His songs are totally different from the other artists, less violence and still making hits.

12M views

When I see you wining in front the stage (there's something about you) Please forgive me, please excuse me But there's nothing else that a man can do (excuse me) I can't help myself, fickle woman (come on) I just need to be next to you (yo) Comment: This used to be one of my favorite song during primary school days

Hypersexual lyrics and graphics degrade women as solely bodies for pleasure Within pop culture, the hypersexualization of girls, and normalization of sexually suggestive imagery, clothing, and behavior for young girls, exposes them to potential predators, and perpetuates the objectification and commodification of their bodies. This not only denies children their right to a safe and nurturing environment but also reinforces harmful gender norms and stereotypes, fueling a cycle of exploitation, with emotional and psychological consequences that can last into adulthood, if not for life.

Underlying causes: Historical experiences of sexualization, commercialization of sexuality, reinforcement of gender norms

Social sanctions: Normalization and desensitization of GBV, silencing and dismissal of victims, victim-blaming

Reference group: Mainstream music artists and producers, celebrity influencers, music communities, peer groups

Positive discussions challenge hypersexualization of women and girls The discussion surrounding hypersexualization is approximately 2% less negative, 2% more neutral, and 3% less positive than the overall average.

Positive discourse is varied. Some comments refer to breastfeeding in terms of it being empowering, instead of sexualizing. Others express acceptance of sexually explicit dance forms as part of cultural expression, within the context of the local culture.

Example Tweets

Some young gyal coming like Dog🐕 once u start feed dem, dem nah wah left you yard😂😂

53% negative

#Kuya”

12%

“As a Jamaican woman I live in complete fear. I feel more should be done to protect our women. I really wish I could enjoy my country without men making unnecessary sexual advances. I am tired! #Jamaica”

neutral

Neutral discourse echoes women's concerns while negative discourse overtly sexualizes or dehumanizes girls and young women.

“Everytime I see the description Jamaica uses for sexual contact with a minor, it reinforces the degree to which sexualization of children is normalized.”

35%

“Women are extremely over sexualized in Jamaica but at least we don't sexualize breastfeeding”

positive “I don’t see anything wrong, this is what happens in Jamaica 󰏤 this is culture, they don’t sexualize the dance it’s literally part of the the carnival.”

Demographics

Interest in this norm skews towards middle-aged women Gender Skew

Age Skew

Female skew

Millennials, Gen X skew

Average gender breakdown across all themes:

Average age breakdown across all themes:

39% Male / 61% Female

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

To note: Data retrieved using search data. All codes were converted into search queries, and using Google Ads, we gathered the demographics of those searching for those keywords: age, gender Generational Definitions: The Baby Boomer Generation – born 1946-1964. Generation X – born 1965-1980. Millennials – born 1981-1996. Generation Z – born 1996-2012

Influencers engaging in objectification are invested in pop culture Influencers within this discourse are heavily involved in pop culture. They are either gossip outlets, online personalities, or self-proclaimed ‘comedians’ (two of which sport “King” in their usernames). There are many mentions of carnival and dancehall culture, and whether users perceive hypersexualization as a driver or manifestation of culture, the onus is put on women.

Users and outlets alike describe women’s festival attire and social media outfits as “barely there”, leaving “little to the imagination”, while shared lyrics frame women as sexual objects. Male users are unaware, unable or unwilling to recognize their role in objectification, or its consequence in relation GBV.

Entry Points: Musicians and other influencers in the music industry, meme pages, male influencers Diffusion Strategy: Encourage a shift towards more humanizing and inclusive content, educate on healthy attitudes on sexuality

Influencers:

267K followers

69.9K followers

Jamaica Star

@BwoyaTingz

“"#DearPastor: As I grooved to the infectious beats at carnival 2023, I couldn't help but notice women in their glittering, 'barely there' costumes..”

“"Then nuh man create the disparity if women's image in society??? Look at dancehall culture.

Clarks, cake soap, white tee shirts :| hellloooo”

38.7K followers

4.11K followers

YardHype

@Jamerichin

“"Dancehall's ""number one trending gyal"" Shenseea is flaunting all her curves and leaving little to the imagination…with a series of pictures that daringly show her partially nude body”

“When you go to a Jamaican carnival you can whine on lots of beautiful women, dance and have a great time just don’t be slapping up they ass because she might be dating a gunman

5.45K followers

3.16K followers

@KingKofi

@GerroKing

“"Position fi di backaz, pon yuh toe dem when you tip/Squeeze up yuh breast, dat ah wet up yuh sitt'n quick/Gyal yuh body fat up when you cock up, when you tick - pose mek me tek yuh pic like me a nick — one of the best flows in dancehall"

“Caribbean ppl have a desire for outsiders to see Carnival culture as more than just feting/getting on bad but invest absolutely nothing into promoting anything besides the fetes and sexy women. https://t.co/FJeTWhhZac”

Intersectional analysis (WE-Talk target groups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Sexual empowerment blamed for teen pregnancies, not perpetrators.

One comment from a user captures the way in which hypersexualization can be used against teen moms, saying, “...blame the modern day feminist ideology that encourages young women to see themselves as 'sexual beings... bearing fruit in the form of an explosion of teen pregnancies and single motherhood.”

[1]

Boys/young men seen as victims of sex tourism in Jamaica. Beyond female victims of GBV, young men are often seen as victims of sex tourism by older women visiting Jamaica [2].

One user notes the “hypocrisy” in this practice, writing, “Let me get this straight: These ladies been cracking on Passport Bros for seeking younger women—Yet they are traveling to get piped down by younger men????” [3].

Older women blamed. Elder women are positioned as enablers of a culture that hypersexualizes and assaults women. One user notes, “Older women who’ve survived these perverts look at it as a right of passage. Just ignore them? No, you must call dem out. The Harvey Weinstein’s of Jamaica” [4]. While they too are victims of this culture, they’re asked to share the blame.“

Young, sexualized women viewed, blamed as ‘forced ripe’. Economic dependents in abusive relationships are described online as “forced ripe”, as in, “There's a difference between being mature for your age and being forced ripe” [5]. Forced sexualization from a young age can result in coerced sexual activity, transactional relationships, and abusive relationships for which victims are blamed.

To note: Intersectionality analyses are based on We-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Some women especially vulnerable to objectification

Theme

Size

Example of Search Terms

Pornography

19.2%

“sexy jamaican women naked”

Objectification

6.5%

“sexy women with wide hips”

Music

5.3%

“how dancehall music impacts sexual deviancy in jamaica”

Fashion

4.9%

“sexy bathing suits for women”

Youth

2.9%

“youth music sexualization”

Tourism

2.5%

“money talks female sex tourism in jamaica”

Fetishization

2.5%

“black women fetish”

Lesbianism

2.0%

“black women lesbian sex”

Religion

2.0%

“how to overcome thoughts about sex as a christian”

TOTAL THEMES IDENTIFIED: 245

Carnival

1.6%

“carnival women outfits sexy”

TOTAL SEARCH VOLUME: 26,680

Stereotypes

1.2%

“black sexual stereotypes”

Our classification tool identified 19.2% of all search queries pertaining to the hypersexualization of women related to global pornography. While porn serves as a strong source for objectification & violence, other themes, such as tourism, fetishization or lesbianism also were detected, suggesting black women and lesbian, gay, bisexual, transgender, and queer (LGBTQ) women are particularly at risk of being sexualized (by local men or foreign visitors).

Changing the Narrative: Hypersexualization

Empowering children, enabling change: taking a stand against the hypersexualization of girls SEARCH INSIGHT

Promoting awareness, empowering communities against objectification Engage parents, caregivers and educators in dialogue and training sessions, equipping them with knowledge and tools to counteract hypersexualization.

Collaborate with local child protection agencies and organizations to advocate for enforcement of regulations that aim to safeguard children from exploitative media content.

SOCIAL INSIGHT

Rallying behind policies safeguarding children in online spaces Advocate for the development, implementation and monitoring of stronger policies and guidelines that regulate the depiction of minors in the media, protecting them from sexual exploitation online and ensuring that content is age-appropriate.

SOCIAL INSIGHT

Partnerships with pop culture icons, media outlets Collaborate with media outlets or major players in the media to encourage the responsible representation of girls in Jamaica, promoting diverse and realistic portrayals that challenge stereotypes and encourage respectful and non-exploitative imagery.

SOCIAL INSIGHT

Engaging youth voices against hypersexualization Empower young people, both girls and boys, to actively participate in the campaign by creating and sharing content that challenges hypersexualization, promotes body positivity, and encourages healthy relationships and consent from a young age.

Changing the Narrative: Hypersexualization

Advocates encourage sexual empowerment @the11thstone 2.29K followers

Pinkevebandit 38 followers

“‘Four years after losing her 14-year-old daughter Tianna Clarke in gruesome fashion, Valesha Vidal has still not come to terms with the incidents surrounding her child’s shocking death. https://jamaicaobserver.com/news/t ianna-clarkes-shocking-death-still-l ingers/’ This is too sad and is similar to others situations of murdered young girls, hustling mothers and the ever lurking big man."

“Dont Be A Dick …Using Fashion to Make A Statement … ERADICKATE violence against women❤ #eradicategenderbasedviolenceo”

@garveygirl 2.76K followers

“1. # of teen pregnancies skyrocketed during pandemic but nothing new to JA 2. Energy in comments not equal for reporting predators who are your pastors, husbands, brothers sons etc 3. Use your voice to call for comprehensive sexual and reproductive health education in schools 4. Beyond predators, young people are engaging in unprotected sex and other risky behaviours…see point #3 5. I missed the part where the Gleaner and Minister said congratulations on being a 14 year old mom 6. Showing compassion is a good thing. Hope she continues in school 💕”

“Have your boundaries, have your standards, and make sure once they’re crossed, you go.”

Narrative 6:

Mastering Masculinity

Mastering Masculinity “Jamaica has a waggonist culture...men are the 'greatest' the more they can do/provide/protect...irrespective of their behavior, criminal ways etc....”

Violent dominance: defining masculinity in Jamaica

Female

It took me a long long time to realise when a #JamaicanGuy says he's "Gonna tear-up de pussy" it's not a violent threat but a promise of great sex...pity it took me so long #BettaLateDanNeva”

In Jamaica, dominating women, both sexually and socially, and often by means of violence, is an acceptable way for men to assert their masculinity. These behaviours and expectations are influenced by traditional gender roles, cultural norms, and perceptions of what it means to be a "real man." This frames the mistreatment of women as an appropriate, and expected, way to assert masculine authority, rather than seeing abuse as violating women’s right to safety and consideration as equal players.

SIZE: 14%

GROWTH: -9%

Individual

Institutional

Descriptive

Prescriptive

Female

“To all who a talk bout double standard... its takes skill for a man to bed multiple women he has to go tru alot... and a woman jus hav to say yes and she is in bed cuz there is always men asking.. “

Male

“there is only chaos and imbalance without masculine men.. this is an absolute fact! You are a blessing to all of us..! never stop praying for you Tate..! 󰏤”

N/A

“This happens when men relinquish their manly duties and responsibilities and the women have to wear the pants. I am all for submission but u should be deserving of my submission 💯󰗦 Sir P ur absolutely right󰗯󰗯󰗯󰗯” Female

8.5K views

Catcalling is primarly done by men, and it usually involves drawing attention to a woman’s backside, her chest… whistling or just calling out ‘excuse me EXCUSE EXCUSE’ to get her attention’. It might feel like a compliment, but these comments are unwanted, and make a woman feel unsafe.

Mainly because if a woman doesn’t reciprocate that same flirtatious energy, that sexual harassment can turn violent very quickly.

The masculine mindset suppresses emotions and silences gender-based violence victims The masculine mindset in Jamaica has profound and detrimental consequences for both female and male victims of GBV. Rooted in dominant, aggressive and emotionally suppressive behavior, it dismisses the experiences and needs of victims, with women being particularly affected. This harmful mindset creates significant barriers for GBV victims to seek help and support. Power imbalances and victim-blaming further aggravate their suffering.

7.9K article visits

The state minister said that we can no longer make a connection between such behavior and cultural norms. “It’s a major problem in our country when certain men believe that they own women, that women are their property, and if they… no longer want to be in the relationship, then… their feelings are hurt, their egos are bruised and they must now somehow retaliate and that retaliation now leads to the abuse and oftentimes the death of women who now want out (of the relationship)”.

Underlying causes: Power dynamics, cultural norms and expectations for men to the giver, history of oppression

Social sanctions: Downplaying male responsibility for violent behavior, peer pressure, victim-blaming and stigmatization

Reference group: Mainstream media and pop culture that depicts hypermasculine behavior as admirable, societal expectations

Challenging harmful stereotypes through constructive dialogue Example Tweets

The discourse on "Mastering Masculinity" differs notably from the average sentiment distribution. It is approximately 2% less negative, 0.5% more neutral, and 0.2% less positive than the overall average.

Positive discourse calls upon men to improve their behaviour, stressing that sexual violence is not a mark of masculinity. Neutral discourse involves anecdotes on how masculinity can be tied to social status or power, with examples that reveal how gender relations are enforced through interactions.

Negative commentary reinforces the need for conventional gender roles, especially for men. Any reimaging of masculinity is viewed as a deviation or weakness.

“I laugh at red pill men on here everyday crying about feminism and the agenda to feminize men. Feminism isn't existent in Jamaica. And nobody can feminize a man who's masculine. Those who have been feminized, deserve to be.”

55% negative

13%

“Never heard of that 🚹 in my life until he started dating her 🚹 date women for clout power influence 💵”

neutral

“Female gas station worker says to male gas station worker: fix up yourself nuh batty boy. He replies aggressively after a contemplative pause: yow mi will f— you enuh. Bet seh mi f— you”

32% positive

“Men - we gotta do BETTERRR. Sexual violence does not make you a man 🗣” “Toxic masculinity is pervasive throughout the jamaican communities. Children that grew with their grandparents are better citizens of Jamaica”

Demographics

Millennial men are primary drivers of normative masculinity Gender Skew

Age Skew

Male skew

Millennial skew

Avg. gender breakdown:

Avg. age breakdown:

39% Male / 61% Female

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

To note: Data retrieved using search data. All codes were converted into search queries, and using Google Ads, we gathered the demographics of those searching for those keywords: age, gender Generational Definitions: The Baby Boomer Generation – born 1946-1964. Generation X – born 1965-1980. Millennials – born 1981-1996. Generation Z – born 1996-2012

Women engage in masculinity narrative, despite risk of harm While top influencers in the Mastering Masculinity conversation are involved in pop culture – from media personalities to dancehall DJs – women also participate in this narrative. Although their followings are smaller and less influential than @BwoyaTingz or BOUNTY KILLER, women’s participation may legitimize dangerous understandings of masculinity.

Whether they are simply socialized by patriarchy or influenced by their experiences with, or observations of, men, women may subscribe to traditional ‘macho’ masculinity, even if it ends up harming them.

Influencers:

69.9K followers

@BwoyaTingz

BOUNTY KILLER

“""She want a man Weh make she fly like bird…She want a real man she doh waah no nerd…She want yuh give har it good.. mark mi word 🎶"

“Veteran artiste Rodney Pryce otherwise called

19.1K followers

@_victoriahg “real maama man, definitely a pre cum baby”

3.28K followers

Entry Points: Men’s lifestyle influencers, influential community leaders, meme pages and online platforms, intersectional influencers Diffusion Strategy: Amplify voices who challenge stereotypes and advocate for gender equality, active discussions and Q&A sessions

916K followers

Bounty Killer blast the energy god Elephant Man for his presumed lack of feelings and emotions…”

6.83K followers

@Jamerichin “RT @Mwana_Wa_MaaMa: Until a Man is Financially Stable He’s not Happy 😭. May God bless all amen reading this Post”

2.94K followers

@kevinobriencha1

@_iMakeEmMAD

“"@Mekiedoll Poor men.

Testosterone high: toxic masculinity!

Testosterone low: eunuchs & maama man!"

“like i feel like dudes should be DOMINATE . show they manly side at all times but these dudes be soo damn tender & sassyy otp CRYING MORE THAN ME 󰷺 & you think i want YOU 󰴷🤣”

When masculinity necessitates violence, all victims are harmed

Normalizes men lacking accountability

“6) Masculinity: Kill The Nice Guy. Be assertive, maintain strong boundaries and learn to not fear reprisals for doing what is best for you or speaking your mind. ‘Lions Don’t Care For The Opinions of The Sheep’ “Duppy Know Who Fi Frighten” 󰏤󰗕󰙡”

-

Twitter

Enforces myth women want men who take

Violent masculinity limits men's emotional expression, discouraging them from seeking support when they experience abuse, creating a stigma around male victimhood, often resulting in a lack of resources tailored to male survivors of GBV. It reinforces a culture of dominance and abusive power can lead to an escalation of violence within relationships or social settings.

Forces them to cope in harmful ways

“Men might not break down and cry but they definitely let shit get to them. They just shut down all communication and slowly take it out on the people closest to them, then resent them for seeing them not at their best.”

-

Twitter

Urges women to submit to male ‘roughness’

Frames rape against men as inconcievable

“He confessed that…he was raped by an older woman. Now this man was built like a heavyweight boxer, so my first thought was, ‘Yeah right, a woman held you down and raped you? Give me a break.’”

-

Jamaica Observer

Intersectional analysis (WE-Talk target groups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Double burden for victims. A common thread throughout discourse by or about teen moms is that they are blamed and stigmatized for their sexuality while their sexual partners and/or male abusers are applauded for being sexually active from a young age. Thus, teen moms are doubly victimized, first by the perpetrator, then by society.

Susceptible to influence, yet showing hope for change. Men in their youth are most susceptible to harmful manifestations of masculinity, but also offer hope for future generations. Efforts in Jamaica already target young men to “push them towards continuous improvement” (self betterment) [1].

Thus, new, healthier manifestations of masculinity are on the horizon for the youth.

Responsible for harmful aspects of masculinity? Elder women, particularly mothers, are blamed often for the actions of their male children, especially when they commit acts of violence against young girls.

One quote exemplifies this, reading, “Majority of households in Jamaica are headed by mother's… where would the men develop this behaviour from?” [2]

Meant to be dependent, no matter the circumstance. The perception that men must be providers, and be dominant (or controlling) towards their partners is both common and harmful. Posts like, “Men take note, the importance of being a provider” [3] compounds pressures for men to dominate their homes, and to view the ‘dependent victim’ as a norm.

To note: Intersectional analyses are based on We-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Search queries highlight potential benefits for men (despite harm)

Theme

Size

Example of Search Termsb

Self-help

11.8%

“how to start being a real man”

Relationship advice

6.5%

“how to be a man to my woman”

Social issues

2.3%

“toxic masculinity”

Stereotypes

1.8%

“masculine qualities”

Religion

1.8%

“how to be a strong christian man”

Tourism

1.8%

“money talks female sex tourism in jamaica”

Fitness

2.5%

“strong man silhouette”

Sexuality

2.0%

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

Pornography

2.0%

“woman tied up in bed”

TOTAL THEMES IDENTIFIED: 220

Violence

1.6%

“men getting aroused by violence”

TOTAL SEARCH VOLUME: 34,460

Homophobia

1.2%

“we anuh battyman”

Our search analysis found that the majority of Mastering Masculinity queries were classified as self-help (11.8%), which speaks to the fact that performing masculinity in a way that is socially accepted may actually benefit men (while still hurting all sexes). Feeling powerful and receiving female validation (e.g.relationship advice), social acceptance (vs. homophobia), or monetary rewards may seem beneficial.

Changing the Narrative: Mastering Masculinity

Strategies to challenge gender-based violence and the masculine mindset for a safer and healthier society SEARCH INSIGHT

Engaging men in programmes on positive masculinities Develop programmes that promote positive, healthy aspects of masculinity, such as empathy, emotional intelligence, and respectful relationships, to challenge the notion that violence is inherent to masculinity. Engage men through workshops, mentorship programmes, and support groups to redefine and reclaim healthy masculinity.

SOCIAL INSIGHT

Partnering with male role models on social media Collaborate with male role models, community leaders, and influencers who embody positive masculinity to amplify their voices and foster mentorship opportunities for young men. By showcasing diverse examples of non-violent masculinity, WE-Talk can challenge the harmful stereotype that violence is an essential component of manhood.

SOCIAL INSIGHT

Educating women on diverse masculine identities Create educational initiatives that aim to dismantle the perception of masculinity as violent or oppressive. By providing women with insights into diverse masculine identities and positive examples of non-violent masculinity, they can challenge their own perceptions and support the shift towards healthier masculinity.

SOCIAL INSIGHT

Engaging Influencers and male survivors Offer counseling and support groups specifically designed for male survivors, addressing their emotional, psychological and physical well-being, while also challenging societal stigma surrounding male victimhood in an effort to address the misconception that men are immune to such experiences.

Changing the Narrative: Mastering Masculinity

Advocates are predominantly men redefining masculinity @thepositiveoneja 2.25K followers

@Kiprich 36.5K followers

@rojae.crawford 6.5K followers

@Dani_Knope 2.5K followers

“‘I have 0 sons. You’re right in how you feel. Why is her dad talking about her not allowed to have consensual sex w him like the decision is between 2 men? Why threaten a young man vs teach his daughter to put in place boundaries as she grows up? To feel manly?

Like it’s tv?”

“As a young male in Jamaica, I am very concerned about the future of our young men which seems rooted in violence, so this project is very important to me."

“#Kiprich #Womenprotest #Sofocus #stopviolenceagainstwomen”

“You have your woman, and you don’t just love her, you respect her”

Narrative 7:

The Puritanism Ideal

The Puritanism Ideal

Misinterpreting religious texts, conveying double standards In Jamaica, religious teachings or scriptures may be misinterpreted or selectively emphasized to try to justify or perpetuate patriarchal power structures, leading to the subjugation and mistreatment of women or the LGBTQ community. Traditional gender roles prescribed by certain religious users can reinforce inequality, restrict women's autonomy, or justify acts of violence against sexual minorities.

This, in tandem with the systemic repression of sexuality within some religious circles, can position victims of all (or no) faiths in harm’s way.

SIZE: 8%

GROWTH: +2%

Individual

Institutional

Descriptive

Prescriptive

“God bless jamaica except montego gay fuck montego gay”

Male

“Porn does all harm. Pornography is you having sex with demons it a reason the feeling is always upon you. It robs you of passionate sex. It hinders you from having a great relationship with your partner. It is an addiction and hinders you from entering into the Kingdom of God.” Male

“A woman who is obedient to the Holy Spirit knows it is important to cover herself. She honours herself, her husband and most of all Almighty God. Modesty cannot be forced; it takes a change of heart.”

Female

“I can't stand you religious adjacent bitches. You get drunk, you have extramarital sex, you cuss etc but all of a sudden it's "God says it's wrong" re LGBTQ+, suddenly it's "They are so bold with the satanism" when you see a red outfit and eccentric expressions.”

Male

“People will face the wrath of God question if the Jamaica government legalize same sex marriage we will sure face get wat appen to Saddam ngomorrow so let ous keep praying as a people with one crazy cry let it not be invain” Male

234K views

So I used to play with myself, but when I got older and I found out what comes with it, I stopped. When you masturbate, you’re having sex with a sex demon… It’s a sex demon called Incubus and Succubus, so you have a male sex demon and a female sex demon.

Comment: It is a sin. What are you watching or thinking about when you do it! Its lust, and sin does invite demons in your life.

95.9K views

He told me men were gonna lie, cheat, that they were gonna have other families.

He told me to expect those things from men.

In fact what was told to me is that because he’s paying my bills and funding my lifestyle and taking care of me, that is why I should allow him to lie and cheat and have other families.

Gender-based double standards: purity for women, leniency for men One article, titled ‘Jamaican Music and Sexual Depravity’, notes “Christian-minded [slave owners] found the dancing styles [of…enslaved people, especially the women] abhorrent and, at times, vociferously reprimanded the dancers” [1]. The early colonial influences must be recognized: perpetrators of violence may be emulating what they were taught about female sexuality or freedom by those who enslaved black women and men.. While female autonomy was and is demonized, violent assault enacted by men was and still is pervasive.

Underlying causes: Cultural norms and traditional beliefs that prioritize male authority, patriarchal interpretations and teachings

Social sanctions: Gender norms that present different standards of morality for men and women, social stigma and shaming

Reference group: Religious/social institutions reinforcing traditional gender norms, media influencers reinforcing harmful stereotypes

Calls for social progress amid resistance to lifestyles of sexual minorities Example Tweets

The discourse related to "The Puritism Ideal" exhibits a considerable difference in sentiment distribution compared to the average. It is approximately 4% less negative, 3% less neutral, and 7% more positive than the overall average.

Strong negative sentiment is expressed in comments calling for individuals to hide their nonheteronormative lifestyles, arguing that these are ‘unnatural’. Religious prayers are use to reject what is perceived as sexual perversion.

Neutral and positive discourse highlights the impact of religion in shaping views on sexuality in Jamaica, and in some cases suggesting that less religious influence in these matters might be beneficial for social progress.

“Please keep your lifestyle in the closet where it should be. mother nature tell you it's ok for 2 same sex to lay with each other? . . I pray jamaica 󰏤 never bend 🙏 and openly accept such perversion”

52% negative

“This is the only solution. Proverbs 22:6 Train up a child in the way he should go and when he is old , he will not depart from it. Jesus is the way. Teach them how to respect their parents ,elders and others in authority.”

9% neutral

“Countries like Jamaica or hell the US were built on the belief of Christianity and the concept of same sex relations would and still will get you abused.”

39% positive

“I think religion has a huge impact on how we view sex and reproduction, especially in Jamaica. The moment we start taking religion out of decision making, we as a people will be better off”

Demographics

Older women show interest in “The Puritanism Ideal” Gender Skew

Female skew

Average gender breakdown across all themes:

39% Male / 61% Female

Age Skew

Gen X, Older women skew

Average age breakdown across all themes::

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

To note: Data retrieved using search data. All codes were converted into search queries, and using Google Ads, we gathered the demographics of those searching for those keywords: age, gender Generational Definitions: The Baby Boomer Generation – born 1946-1964. Generation X – born 1965-1980. Millennials – born 1981-1996. Generation Z – born 1996-2012

Insidious messaging guised as empowering

Influencers:

267M followers

12.6K followers

Jamaica Star

@callizda

A majority of influencers contributing to the Puritanism Ideal are of a religious background. They express the importance of delineated gender roles and cite religious texts, they also frame their perspective as one that aims to protect women’s self-worth, wellness, and their relationships.

“The expectation of women is still to have few sexual partners and to submit to the greater sexual prowess of their male counterparts.”

“Oh but how else would you be punished for having unprotected pre-marital sex??? Can’t have that”

Finding entry points may be difficult for two reasons: (1) going against religiously-mandated expectations – despite having to suffer non-consensual sex or other forms of GBV in their intimate relationship – may feel like a major betrayal to their faith, and (2) if the messaging is presented in the guise of empowerment, it is difficult for users to recognize its potential actual harm.

@mikeyabrahams

@DIANAKINGDOM

“Sex with minors in Jamaica is not generally seen as a greater sin than same sex or same sex marriage.”

“@tonibraxton just asked if #samesex is legal in #Jamaica at @jamaicajazz ...the crowd did a resounding NOOOOOOOOOOOOOO”

Entry Points: Progressive religious leaders and organizations

Diffusion Strategy: Expose the absurdity of gender-based double standards, promote respectful and equitable attitudes towards women

7.6K followers

7.6K followers

7.2K followers

4.4M followers

@paulahurlock

@evelynlozada

In this clip Paula Hurlock speaks about spiritual and psychological dangers of having numerous sexual partners: "Sex With The Wrong Person Can Cause Chaos In Your Life And Psyche"

“I’m done with premarital sex. I felt like… [in] those [past] relationships I lost a piece of me, every time I had sex [out of wedlock].”

Gender-based double standards in the ‘Puritanism Ideal’ hurts victims of gender-based violence

Justifies and normalizes cheating for men only

Vilifies women who engage in consensual sex

While men are often excused for infidelity and acts of sexual violence, women face harsh judgments and expectations to remain pure and virtuous. These gender-based double standards not only deepen the pain experienced by victims but also reinforce victim-blaming and normalize a culture of silence around violence against women.

Breeds fear and shame around sexual desire

Protects religious leaders over victims

“People are justifying the high femicide rate, saying patriarchy isn’t a factor bc there is a higher % of men being homicide victims”

“There is a VALID reason for cheating in #JAMAICA- new poll says there are More Women than Men that EVERY man can have 4”

-

Twitter

Shifting the focus away from GBV victims

“what kinda false news you bringing on the preacher yow careful”

-

Twitter

Intersectional analysis (WE-Talk target groups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Judged and condemned. Aside from multiple reports of teens being impregnated by pastors or religious leaders, young mothers online discuss facing judgment and condemnation for “engaging in premarital sex”. This moralizing lowers self esteem, isolates victims and limit their ability to make informed decisions about their own bodies and lives, and hinders help seeking.

On the wrong path? When boys and girls/young men and women are the victims or perpetrators of violence, many users blame Jamaica’s overall path, as well as blaming the youth.

One user writes, “senseless violence” is a byproduct of “foreign demonic worshippers” and the lack of godliness, rather than the actions of perpetrators [1].

Blamed despite being subjected to abuse themselves. In certain instances, older women have been held responsible for their child suffering abuse at church. One mother of a victim notes, “They talk behind my back and say that I knew it was happening, and that is not true.

You would think that they would say ‘keep strong, we are with you’” [2].

Dependents blamed for not satisfying husbands. While talking about economic abuse, a pastor (during a virtual livestream) noted that men are “starving their wives” because they “lock shop”, i.e. withhold sex, which a man needs.

Users’ comments urge God to “save their families” and to “stop lock shop” [3], rather than addressing the abusers.

To note: Intersectional analyses are based on WE-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Misinterpretations of religious texts shape “Puritanism Ideal”

Theme

Size

Example of Search Terms

Religious text

3.3%

“emotional purity in the bible”

Religious belief

2.0%

“catholic view on premarital sex”

Counseling

2.0%

“bible verses taking counsel from the ungodly”

Music

2.0%

“women of faith songs”

Religious figure

2.0%

“how to be a strong christian man”

Relationships

1.6%

“dangers of premarital relationship”

Legal services

1.6%

“premarital investigation”

Religious education

1.2%

“bible verses about being a woman of god”

Pornography

0.8%

“girls losing their virginity”

TOTAL THEMES IDENTIFIED: 244

Stereotypes

0.8%

“how to avoid sexual feeling and women”

TOTAL SEARCH VOLUME: 18,560

LGBTQ

0.4%

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

Quilt.AI’s search classification tool found that the majority of queries within this narrative were evenly distributed across themes of religious text (3.3%), belief (2.0%), counseling (2.0%), and religious figures (2.0%). This highlights how misinterpretations of religious texts can legitimize harmful stereotypes that suppress female sexuality and associate it with being sinful, leading to stigmatization and a culture of judgment surrounding sexual desires.

Changing the Narrative: Puritanism Ideal

Leveraging religious texts and leaders to reshape gender-based ideals

SEARCH INSIGHT

Potential for religious texts-based awareness campaign To challenge the use of religious texts to justify GBV, WE-Talk can develop a targeted awareness campaign that uses religious texts to counter misconceptions and promote interpretations that emphasize gender equality, respect, and non-violence.

SOCIAL INSIGHT

LGBTQ-inclusive support services in a religious environment Establish support services and counseling that are inclusive of the unique challenges faced by LGBTQ individuals affected by GBV or religious discrimination, ensuring they have access to confidential and culturally sensitive assistance within a religiously affirming environment.

SOCIAL INSIGHT

Faith-based education for gender justice Develop educational programmes within religious communities that address harmful double standards around gender and GBV, providing teachings and resources that promote gender justice, fairness and respect, rooted in religious values.

SOCIAL INSIGHT

Collaboration with faith leaders to raise awareness around GBV Certain religious and spiritual leaders leverage their faith to condemn acts of violence against marginalized groups. Engage with these influential faith leaders to promote inclusive interpretations of religious texts, encouraging them to address GBV from the pulpit and integrate teachings on gender equality.

Changing the Narrative: Puritanism Ideal

Advocates leverage belief in God to challenge gender injustice Selah Media 3.5K followers

@m3ccamilli0n 817 followers

Pastor Everett Brown 401 views

“‘Genuine question. How are y’all (men) having so much sex if y’all are convincing women that they’re sluts for having sex with you outside of a relationship?

Are…are y’all tricking them into relationships for the sole purpose of sex? Bc that’s a form of coercion.’

@shelby8760 1.92K followers

“these church people are quick to march against someone sexual orientation/expession but condone pedophilia, white colar crimes and murders MFrs are wild for this!!! 🌈 🌈🌈🌈🌈🌈🌈🌈🌈🌈🌈🌈🌈🌈🌈 🌈🌈”

While maintaining spiritual and religious thought, this user emphasizes the importance of safety & education.

In 2010 a 🚹 attended my church got baptized bought me a diamond ring & ask me to marry him just to get the 🐱 I left he cause he would never plan the wedding date but kept begging for se❎ The answer is yes they’re coercing women”

“President of the Seventh-day Adventist Church in Jamaica, Pastor Everett Brown, threw his full support behind the move to end violence against women and girls in our society at the service to observe International Day for the Elimination of Violence Against Women”

Narrative 8:

Unsafe Sex

Unsafe Sex

Juxtaposing sex and violence jeopardizes women’s safety and agency In Jamaica sex is often viewed as inherently painful, rough or brutal. This demeans women and invites coercion, force and non-consensual acts. It undermines the importance of consent, choice, the right to mutual pleasure and reinforces the notion that women are objects to be dominated and controlled. It increases the risk of GBV and perpetuates harmful attitudes and sexual practices that devalue women's autonomy, agency and bodily integrity.

SIZE: 14%

GROWTH: -6%

Individual

Institutional

Descriptive

Prescriptive

“It's the ladies fault, They are the ones who be telling us to #StabOutTheMeat.”

Male “Sex Education source: dancehall music ONLY. Example: 100 stab, 1000 jook.

Our music is amazing! Just not a source 4 sex Ed.” Female

8M views

Force up mi cocky inna yuh pussy and hurt it up Pon di pussy me a expert enuh As she see mi pants har skirt lift up She sign to me she stop search enuh Cocky inna har pussy and hurt it up Pon di pum pum a expert enuh As she see mi pants har skirt lift up She sign to me she stop search enuh

Trivializing the importance of safe, protected sex, while glorifying risky practices There is a disregard for the importance of prioritizing safe, consensual sexual experiences, while engaging in rough and painful sex. The prevalence of online media content that not only normalizes non-consensual and unsafe sexual practices, it trivializes and undermines the significance of consent and safety. It fails to address the potentially severe physical and emotional consequences for victims.

994K views

She whine pon mi cocky, put mi cocky outta socket Boom pon mi cocky, put it back inna the socket Come in like a door when me knock it, and me knock it She see mi Manley and she take mi Shearer Her heart bitter like a Ole Vera Before me, yo, me turn a saviour Before me turn battyman (gay), me prefer turn a raper

Underlying causes: Cultural norms perpetuating unequal power dynamics in sexual relationships, influence of traditional gender roles Social sanctions: Normalization of unsafe sex, lack of accountability, limited capacity to enforce consent

Reference group: Dancehall artists and mainstream media that glamorize aggressive sexual acts and normalize unsafe sex

Unsafe sex discourse shows few criticisms on the topic Example Tweets

Sentiment distribution related to "Unsafe Sex" varies from the average.

It is approximately 0.3% less negative, 2% more neutral, and 0.8% less positive than the overall average.

Negative comments exhibit a carefree attitude towards risk-taking behaviours, often employing humour and comparisons to other countries to express this perspective.

“Welcome to Jamaica 󰏤 where we don’t care 🤣”

55% negative

"Pssshaaaww...ya know? I thought the US was pretty bad with the freak dancing, but they've got NOTHIN' on Jamaica. Dutty Whining's BAD ASS.”

15%

“When your stomach hurts after sex, he hit that shyt right”

neutral

Neutral discourse illuminates cultural understandings of the relationship between sex and pain.

Positive sentiment is manifested in criticisms of certain cultural practices, with calls for collective introspection on when certain aspects of a culture may be considered harmful or inappropriate. These criticisms may refer to behaviours which promote unsafe sexual practices.

“That's called daggering. That's something else. That's literally simulating the hard thrusting movement you'd do during sex.

And yes, they did ban it because people were getting hurt. Then again, Jamaica's style is wild even by Caribbean standards. 😅”

30% positive

“When is a culture wrong? When can the rest of the world look at something and collectively agree that a specific culture has something wrong with it? Most people don’t think this is cool.”

Demographics

Men of all ages show interest in this narrative Gender Skew

Male skew

Average gender breakdown across all themes:

39% Male / 61% Female

Age Skew

Gen Z, Millennial, Gen X skew

Average age breakdown across all themes:

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

To note: Data retrieved using search data. All codes were converted into search queries, and using Google Ads, we gathered the demographics of those searching for those keywords: age, gender Generational Definitions: The Baby Boomer Generation – born 1946-1964. Generation X – born 1965-1980. Millennials – born 1981-1996. Generation Z – born 1996-2012

Disproportionate impact on women as victims

Influencers:

1.9M 27.7Kfollowers followers

Violence in the global pornography industry plays a strong role in normalizing and even glorifying rough and non-consensual sexual acts. Online, blame is disproportionately placed on women for getting themselves into such situations while men are not held responsible for disregarding female pleasure, safety or autonomy.

These influencers contribute to a culture that overlooks male accountability, deepens gender inequalities, and hampers progress towards a safer and more inclusive approach to sexual relationships.

@vybzkartel 󰏤👑_𝗞𝗜𝗡𝗚__𝗝𝗢𝗦𝗘𝗣𝗛 👑󰏤

“And put it ina your mouth ee ee defor pussy like "@Hasinirandi my pleasure is pain u ?? tight 😂haha Tile who wen cares” it grout make me ram it ramit ram it an no but take it out, Don't touch me cocky cocky Until mke me take it out”

6.71K 4.23Kfollowers followers

@ladysawofficial @JwKusu “Mi no care how yu dweet jus tear off mi draws “Whenever people talk about do’s and don’ts(sex Ova mi pussy dem a set watch dawg related) and such, i don’t even open my mouth But lady saw mi want it stiff and hard" cause when i’m down bad for you, i’m purely shameless😭😭

117K 3.69Kfollowers followers

Entry Points: Male influencers in the sexual content creator space, sexual health education platforms, online communities

Diffusion Strategy: Raise awareness on the dangers of unsafe sex, promote the importance of consent and respectful portrayals of sex

@badgal.abbey @Freakygazayute

“I don’t feel sorry forWomen women that whogo went on vacation “RT @LouisVSmalls: through the to have local men Jamaica and get an pain for sex yourwith enjoyment areintreasures.

I’m f****** STD. You shou’dve been more responsible.” you in your *** for my pleasure.”

493K 16.6K followers followers

Jamaica Observer Brizco Don!

“‘I used toback see daggering men on blue do it and just Bringing 😎movies Toco Loco🔥🔥🔥 decided that anytime I have sex I am going to do it with @hitsyuhboywes too,’ Marlon said, admitting he is not the only one in his peer group that does it”

427K 6.83Kfollowers followers

@konshens @FabianJOHara

“Wen it com unto gyal weporn. nuh use pride so “We learned sex Ed from konshens team ah di real https://t.co/juaN5BV2F5” Side we nuh shy look inna me eye skin out ur pussy and and and”

11.5K followers

@DjSophiaLin “Hmm about the culture. Watching the dance floors of the clubs in Jamaica, looks like they are having sex w/clothes on while dancing?!”

How unsafe, unprotected and painful sex harms victims of gender-based violence

Conflates sex with violence and SA

“RT @datdude42069: Rape her until she’s a good girl.”

-

Twitter

Disregarding victims’ sexual pain altogether

Various forms of unsafe sex inflict profound harm on GBV victims - by disregarding consent, not using contraceptives, and neglecting sexual health, perpetrators perpetuate physical and emotional trauma. The absence of safer sexual practices exacerbates power imbalances and reinforces a culture of violence, leaving survivors vulnerable to further harm.

Greater unwillingness towards using protection

Pain, violence seen as part of sexual activity

Trivializing and joking about unsafe sex

Intersectional analysis (WE-Talk target groups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

The ‘painful’ consequences of sex.

Teen mothers do not explicitly speak to the pain (physical or emotion) of non-consensual, violent or abusive sexual encounters. The pain they discuss comes after the act, when navigating unplanned pregnancy and school, motherhood and stigmatization.

Young users capture the harmful environment of sex and violence. As the demographic most on the frontlines of culture, young men and women are most exposed to “dancehall mixed up with porn” [1] that influences their understandings of healthy sexuality. When sex is positioned as innately violent/ painful, young users are at risk of normalizing abuse.

Moving away from pain. Elder women discuss how their age and position allow them to grow into healthier understandings of sex, deviating from only being concerned with male pleasure (“You are more engaged and you have sex for you, rather than for the pleasure of someone else.”) [2]. While that doesn’t shield them from abusive encounters, their stances tend to be hopeful.

Victim-blaming. Users can and do dismiss the abuse economic dependents (partners) experience at the hands of their abusers, operating under the belief that by “receiving payment”, they have “entered into a contract” [3] that requires sexual submission (even abuse) regardless of the dependent’s wishes.

To note: Intersectional analyses are based on We-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Persistent desire for unsafe sex - but some signs of awareness

Theme

Size

Example of Search Terms

Pornography

17.4%

“violent sex videos”

Sexual health

7.3%

“crying during painful vagina sex”

Education

4.7%

“benefits of sex education in schools”

Concern

4.7%

“how to have sex without pain”

Wellness

3.4%

“sex positions that don’t hurt the cervix”

Vaginal bleeding

3.0%

“heavy bleeding during sex”

Sexual pain

2.5%

“everytime i have sex it hurts”

Trauma

2.5%

“friend cried before sex due to abuse”

Violence

2.1%

“i cried because the sex was unbearable”

TOTAL THEMES IDENTIFIED: 236

Relationships

1.7%

“sex positions to please a man”

TOTAL SEARCH VOLUME: 34,620

Reproductive health

1.7%

“sexual and reproductive health rights”

The majority of queries within this narrative were active searches for global pornography (17.4%) depicting violent sex. This highlights a concern about the persistent desire for violent sex and the reinforcing of harmful attitudes in a national and global culture that normalizes-sometimes glorifies-sexual violence. However, queries related to sexual health (7.3%), education (4.7%) and concerns (4.7%) offer hope for increased awareness and understanding.

Changing the Narrative: Unsafe Sex

Challenging harmful sexual norms and promoting healthy relationships SEARCH INSIGHT

A need for healthy sex education Collaborate with schools, community organizations, and healthcare providers to ensure that accurate, inclusive, and current information on sexual health and consent is continually integrated into educational curricula. Engage parents through workshops to foster open conversations about healthy sexuality, challenging harmful stereotypes, and promoting consent-based values.

SOCIAL INSIGHT

Media literacy and critical engagement around pornography Organize workshops and discussions in schools and community settings to educate young people and adults about the unrealistic and harmful depictions of sex in global pornography. Empower individuals to critically evaluate media messages, and promote the understanding that sexual encounters need to be consensual, respectful, free from harm, involving honest communication.

SOCIAL INSIGHT

Engaging men in discourse around consent, respect In tandem with Mastering Masculinity, develop programmes that encourage discussions among men and boys, promoting healthy masculinity, consent, and respectful relationships. Engage male influencers, role models and community leaders in initiatives aimed at changing unhealthy attitudes around sex and violence.

SOCIAL INSIGHT

Value in youth-led, peer initiated educational programmes Empower and support young people to lead peer education programmes that challenge the norm of sex as inherently violent and that promote healthy attitudes and practices. Provide training and resources to equip young leaders with the knowledge and skills necessary to facilitate discussions and workshops on topics related to healthy sexuality.

Changing the Narrative: Unsafe Sex

Advocates choose to focus on safety instead of violence @yooneedmorejodi 13.7K followers

1nemango 18.1K followers

@yooneedmorejodi 6.05K followers

“This survey is a depressing illustration about the number of people who think if a man starts having sex with a woman (esp if he paid for it) he can do whatever he wants to her during it without asking first. About a third of people find it "bad behaviour" not rape (which it is). https://t.co/dmcVZVfvNL

“I’ll say it (and if it’s not about you, relax): this is what people mean when they say “men think sex is something you take from a woman, and not something you do [with] women.”

Because why is it weird that she’s also planning on being safe with sex if it’s consensual? https://t.co/zAbUx3qRhV”

“Stop expecting young men to ‘take it’, and then believe that is rough sex. No, that’s r-word vibes.”

That's why rape is so psychologically damaging. Victims of other crimes can try to soothe themselves with justifications, but rape victims know they were victimized because the perpetrator wanted to, chose to, & derived pleasure from the terror & pain of the victim.”

@vivalasnarskii 1.29K followers

“I wish sex ed was more female centric so that it's learned that a red flag for women when their partner doesn't care that they're in pain. It's not healthy for your partner to not care about your pain as they have sex with you. https://t.co/ATjVPoL5mm”

Narrative 9:

Sex Education

Sex Education

A lack of healthy sex education spills into the online world in Jamaica As a country with deeply religious roots, Jamaican users’ access to healthy sex education has been complex. While some users cite the need for greater reproductive and sexual health resources, others question the appropriateness of ‘teaching sex’ which they interpret as ‘condoning’ sex. This results in limited access to contraception and family planning, unplanned pregnancies which lead to stigmatization and discrimination, negative impact on educational and economic opportunities, and increased vulnerability to GBV.

SIZE: 17%

GROWTH: -4%

Individual

Institutional

Descriptive

Prescriptive

“I’ve been on here for years and I’ve never seen a discussion amongst Jamaican gays about safe sex or sexual health. Y’all just be raw dogging each other for content then when you go for a checkup and get the bad news, it’s “shoulda, woulda, coulda.”

Female

“@chadmorganesq I would think the ministry would see how necessary it is,I imagine its the backlash that scares them,for some reason Caribbean parents associate Comprehensive Sex Ed with teaching children how to have sex.”

Male

“I came across so many videos on what suppose to be adult website with young Jamaican school girl in their uniform doing sex acts on a grown ass men.these creeps record these young girls faces and post it online…also some of these young children are openly having sex even in schools classrooms…so while we a cuss the dutty man them lets also talk about the lack of parenting in the home regarding sex.”

Male

“Stop putting the responsibility of YOUR body on these men. Women need to be responsible. Period. Stop making excuses for yourself. Laying down with anybody and having raw sex. Stop allowing it and then blaming MEN” Female

“I grew up in Jamaica…and our “sexs ed” was under the umbrella of the guidance and counseling class and it was more about catching diseases, getting pregnant and a push to abstain until marriage nothing else #stwwd”

Female

1.65K followers

Why yuh wahn fi stress out yuh young body? 󰜰󰗿 Need some advice? WhatsApp us at 876-536-9154 Supported by @UNICEFJamaica #SexCanWait #NoSexNoSTINoBaby #NoStress

654 views

Abstinence-only (until marriage) education has hindered sex education, family planning and HIV prevention efforts… Abstinence-only education is ineffective because it doesn't actually delay the age of sex nor does it prevent sexual risky behaviour. We agree that teens definitely should be abstaining, but the reality is that many of us are not doing so. Teens will eventually have sex, and if the only thing we were taught to do was to abstain, we will be more at risk for... everything

Hidden consequences of inadequate sex education for Jamaican youths The absence of healthy sex education in Jamaica hinders the promotion of healthy sexual practices and leaves individuals ill-equipped to navigate their own sexual health. Rooted in conservative cultural and religious beliefs, discussions about sex and sexuality remain taboo, perpetuating a cycle of silence and ignorance. Without proper guidance and information, youths may engage in unsafe sexual practices, and struggle with understanding consent and healthy relationships.

Underlying causes: Conservative cultural and religious beliefs, inadequate resources and teacher training

Social sanctions: Societal taboos that discourage open conversations about sex, social pressure to conform

Reference group: Religious institutions, parental figures who feel uncomfortable discussing sex ed, education-related policymakers

Polarized discourse either commends or rejects efforts to teach healthier sex practices Example Tweets

Sentiment distribution for "Sex Education" deviates slightly from the average. It is approximately 2% less negative, 3% more neutral, and 0.4% less positive compared to the overall average.

Positive commentary applauds the increased visibility of sex education in Jamaica, with optimism about progress being made towards more comprehensive and inclusive sex education, and hope for the decline of homophobia.

Negative discourse likens sex education, or comparable forms of health and family education, to the sexualization of children, demonizing efforts to inform young persons – who are in an age group that is victimized by gender-based and sexual violence – about safety, consent, and healthier practices.

Okay, so for one...there are people actively trying to make it sound like you're a conspiracy theorist if you talk about the over sexualization of children. I know of parents who have children given sex-ed stuff to 3rd graders. This is a real issue, Jamaica or not.

53% negative

15%

“Jamaica does not offer comprehensive sex education in schools and a lot don't know better or are tricked by others”

neutral

“My sex education was in 1993 Jamaica and I remember it being very graphic. The nursing station also had very graphic images of STIs“

32%

“I absolutely love that Sex education is trending in Jamaica considering its themes.

Hope homophobia dies soon too 😗”

positive “This is so great! We didn't talk about sexuality at all when I was at school it's inspiring to see this kind of progress being made in Jamaica for more inclusive/comprehensive sex education.”

Demographics

Interest skews heavily towards young women Gender Skew

Female skew

Average gender breakdown across all themes:

39% Male / 61% Female

Age Skew

Gen Z skew

Average age breakdown across all themes:

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

To note: Data retrieved using search data. All codes were converted into search queries, and using Google Ads, we gathered the demographics of those searching for those keywords: age, gender Generational Definitions: The Baby Boomer Generation – born 1946-1964. Generation X – born 1965-1980. Millennials – born 1981-1996. Generation Z – born 1996-2012

Sex remains a taboo subject, hindering important discussions In a society where sexually explicit mainstream media content is prevalent, it is paradoxical that healthy discussions and education about sex still face significant barriers. The silence and discomfort surrounding the topic contribute to a lack of healthy sex education, leaving young people ill-equipped to navigate relationships and make informed choices about their sexual health. Parents express concern about the curricula taught in schools.

There is a critical need to address the lack of healthy sex education that promotes informed decision-making, respect, consent, and healthy relationships.

Entry Points: Collaborative sex education curriculums, youth influencers, healthcare providers, parental engagement campaigns Diffusion Strategy: Healthy discussions surrounding sex, reduce harmful preconceived notions influenced by media content

Influencers:

4.3M followers

725K followers

Hürriyet News

@jamaicagleaner

“Jamaica bans sex ed curriculum after protests.

The curriculum asked them questions including if they have ever had anal sex and if they knew the HIV status of their partners.”

“The threat of backlash from stakeholders has left Government walking on eggshells over the issue of sex education in schools, following a failed attempt to quietly introduce anal and oral sex”

493K followers

7.7K followers

Jamaica Observer

@thejohnsonslifestyle

“There is a well-known saying in the Caribbean which states that parents ‘should tie the heifer but loose the bull’, leading to led to many girls being ignorant and naïve about sex

“How mi never get the email about sex education?

My daughter learned about inappropriate stuff, the poor child is traumatised”

23.5K followers

6.6K followers

@the_mixup_tv

@damainedon

“What would you do if it was your daughter?! Kids caught in container having sex”

“From yo never dash weh a belly 🤰 from yo born or sen a boy go doctor 󰲆 fi STD make me hear yo say kool 🗣🗣🗣”

How lack of healthy sex education increases vulnerability to gender-based violence

Higher risk of teen/ unplanned pregnancies

Without access to accurate information and guidance, young people and women are at a higher risk of experiencing abuse, coercion, and unsafe sexual practices. The lack of education perpetuates harmful power dynamics, hampers the development of healthy relationships, and obstructs the empowerment of survivors.

Lack of access to important resources

Unable to enforce the importance of consent

“Jamaica's system is ridiculous… Songs be teaching to kids all kinds of crap about sex. You don't teach about contraception.

And you make abortion illegal.”

“Our kiddos are clueless about too many important things — like hygiene, sexual health, consent versus sexual abuse and assault….reporting these crimes etc.”

-

Twitter

-

Twitter

Hiding sexual activity may put users at risk

Curative care without preventative care

“The government of Jamaica 󰏤 stop telling my JA brothers and sisters to have safe sex bc it go in 1 ear 👂 and out the other ear 👂 so thy end up with welfare HIV AIDS pills 💊”

-

Twitter

Intersectional analysis (WE-Talk target groups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Primary victims. Users describe teen moms’ “difficulty accessing sexual and reproductive health services” [1], while other users believe the teen moms know exactly what they are getting into (“Does anybody honestly believe that any of these teenage mothers were ignorant of how babies are made?”) [2]. Myths, like “a girl cannot get pregnant by having sex in a standing position”, also impact this demographic. [3]

Most susceptible to myths. In one Tweet, a user calls out the lack of resources and support that negatively affects the development of healthier and safer sexuality among youth, writing, “Jamaica: *sets age of consent at 16*. Also Jamaica *removes sex education…* ”[4]. While all ages benefit from teachings around consent, healthy sexuality, and safety, young men and women are most in need.

Intergenerational resistance to, lack of understanding of healthy sex education. While elder women both resist and embrace sexuality education, these stances often stem from their experiences of learning - or lack of understanding - about their bodies and sex. One woman refers to “not getting any instruction from [her] mother,” resulting in embarrassment and confusion around sex and menstruation [5].

Sex for money, without sex education can increase risks. One article noted that women and men who are forced to turn to “some form of hustling, which may include windscreen wiping, drug pushing, scamming, and prostitution”, without proper sex education may be more vulnerable to “the… spread of sexually transmitted infections”, which would compound the harm of abusive and non-consensual sex [6].

To note: Intersectional analyses are based on We-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Self-initiated sex education is empowering

Theme

Size

Example of Search Terms

Reproductive health

14%

“reproductive health websites”

Ethics

11%

“elements of informed consent

Sexual health

11%

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

Family planning

8.8%

“safe period for sex to avoid pregnancy

Healthcare

5.1%

“sexual reproductive health rights”

Pleasure

3.7%

“how does sex feel with a condom and without”

Men’s health

2.8%

“male reproductive health issues”

Medical ethics

2.8%

“elements of informed consent for medical procedures”

Birth control

2.3%

“what are birth control pills used for”

TOTAL THEMES IDENTIFIED: 215

Abstinence

1.4%

“abstinence only sex education”

TOTAL SEARCH VOLUME: 41,850

STDs

0.9%

“std testing in kingston jamaica”

Our search analysis reveals a majority of active queries for personal sex education reproductive (14%) and sexual health (11%) information, consent ethics (11%), and family planning (8.8%). This signifies individuals' personal responsibility and proactive approach in seeking knowledge about safer sexual practices, indicating a growing awareness and engagement beyond traditional educational channels.

Changing the Narrative: Sex Education

Breaking taboos, empowering minds: strategies to normalize healthy sex education SEARCH INSIGHT

Develop a digital and accessible sexuality ed curriculum online The accessibility of harmful content online that may be conflated with sex education, or used as a reference for users in their understanding of sex, needs to be countered by accessible, positive and healthy informative content. Establishing a visible presence in relevant online spaces with this content is a must.

SEARCH INSIGHT

Engage youth and religious influencers While many search themes show a positive movement towards reproductive and sexual health awareness, religiously informed abstinence-only stances are still pervasive online, as are more outdated perspectives from older generations. Engaging influencers who are younger, influential in pop culture, and/or have a spiritual background could infiltrate this norm.

SOCIAL INSIGHT

Encourage intersectional and inclusive education in schools Provide training and professional development opportunities for educators to equip them with the knowledge and skills necessary to deliver healthy sex education effectively. Ensure programs focus on evidence-based approaches to sex education, including topics such as consent, healthy relationships, safer sex practices, and inclusivity.

SOCIAL INSIGHT

Mobilize beyond online spaces and tackle institutional barriers Advocate for adaptations to healthy sex education in the national curriculum and promote its importance among policymakers, educators, and parents. Organize public forums, workshops, and conferences to educate parents, teachers, and community members about the positive impact of healthy sex education and address concerns or misconceptions.

Changing the Narrative: Sex Education

Advocates make efforts to destigmatize healthy sex education

@KopanoMashishi 4.31K followers

“Receiving sex ed at the age of 10 was traumatising but not because it was horrifying to learn that my vagina is called a vagina, what its function is, and that no-one should be touching it without my consent.

It was horrifying because I saw two classmates realise that they were being molested and raped by family members. When children can name their bodies, name the actions the body is capable of, and are taught that these actions should only happen at THEIR OWN behest they learn how to identify and report abuse.”

@MOHW JA 55.8K followers

“The intent is to provide, facilitate & support a well- coordinated sexual & reproductive health system that recognises & upholds the rights of women, men, youth, adolescents & children with an evidence-based framework in order to attain the highest health outcome for all J’cans.

@Adventures of XyZ 27.6K followers

“The Worst Christian Advice We've Gotten is....how DARE you say sex on Sabbath hours”

@TalkUp Yout 3.18K followers

“What are young Jamaicans learning about sex & from whom? Is there need for improvement in the way we communicate with young people about sex?”

Narrative 10:

Transactional Relationships

Transactional Relationships

‘Hidden’ but in plain view: normalizing age-disparate relations The normalization of young girls or boys dating older men or women in Jamaica increases the risk of emotional, financial, or sexual exploitation. Adult men and women hold more power, making it difficult for the younger partner to assert boundaries, leading to coercion and/or non-consensual acts.

The societal acceptance of age-disparate relationships can prevent victims from recognizing or reporting abuse, while increasing girls’ and boys’ vulnerability to manipulation and control.

SIZE: 9%

GROWTH: -10%

Individual

Institutional

Descriptive

Prescriptive

“It’s so interesting because as a man gets older and if he’s single and wants to date younger women but he’s not in the same shape he was at 25, he looks older, his libido isn’t the same, he’s going to either pay all of someone’s bills or spend some kind of money to keep a woman” Male

“So all girl start to sell content and into con man for money 😪 i see what the fuck and bet you any money there are broke has fuck😒🚬”

Male

“More than 50% of #Jamaica's boys between the ages of 15 & 19 years old are engaged in transactional #sex, because a number of youths are turning to older women(#cougars) to provide money, favours, or gifts in exchange for sex”

Female

“I met a fellow single 40-something in the sea and we got talking about sugar daddies. At 43, she felt a man of 52 would be a sugar daddy whereas I’d say the age gap would need to be at least 20/25 years for them to be a legit sugar daddy! Discuss.”

Female

“Y’all stay tryna impress these sistas with this age gap topic and they’d date the first middle aged cracka with a Corvette who looked their way. But keep on that high horse…”

Male

161K views

We met through a family member…my cousin gave him my number. He’s 37 years my senior. I would say [to young ladies in love with somebody much older] live for you, do what makes you happy & just block out the noise outside your relationship.

Comment: Too many bad minded people so what if she had married him for money, she made a great move he is mature and he loves her she loves him,way better than a young broke round around relationship.

174K views

‘Apple’ is a 38 year old street sex worker in Jamaica, she has been a sex worker for almost 12 years. She was arrested for the first time six weeks ago, and forced to sign a confession.

She described how she and the other female sex workers are regularly harassed and abused by a particular police officer who demands free sex in return for not arresting them.

In need of financial stability, victims risk losing their fundamental rights Transactional relationships are rooted in power imbalances where adults exploit the financial vulnerability of younger women and men, girls and boys. Transactional relationships also put sex workers at risk of exploitation. The need for financial stability often leads vulnerable individuals to engage in these relationships, unaware of the potential dangers.

Perpetrators of financial exploitation or abuse leverage existing power disparities based on on age, class, sexual orientation or ability, to further harm gender minorities.

Underlying causes: Socioeconomic disparities, gender power dynamics, cultural normalization of transactional relationships

Social sanctions: Lack of enforcement to protect victims, societal acceptance, stigmatization and victim-blaming of sex workers

Reference group: Mainstream media, influencers and platforms promoting and facilitating transactional relationships

Negative discourse makes light of transactional relationships while positive posts “clap back” Example Tweets

Sentiment distribution for "Transactional Relationships" shows a significant departure from the average. It is approximately 6% less negative, 1% more neutral, and 6% more positive compared to the overall average.

Negative commentary often uses humour, hinting at a perception of transactional relationships as “sugar daddy/sugar mama” scenarios.

“I’m sitting next to this older African man on my jamaica flight I know they think this my sugar daddy😭😭”

49% negative

“I work with this older man from Jamaica I said sheeesh ima marry somebody like you he said no we crazy as fuck I said I like crazy lmao watch i bagggg him”

14%

“Juvenile sexuality and psychosocial immaturity continue to result in disturbing cases whereby men stoop to disdainful levels of paedophilia and engage sexual relations with underage girls, according to renowned psychologist Dr Leahcim Semaj.”

neutral

Positive sentiment is expressed in criticisms of older men having relationships with younger women.

This criticism demonstrates a disapproval of transactional relationships involving considerable age disparities.

37% positive

“Met an older lady on the plane who told me that her "man" is flying her out to Jamaica to meet him for their second date #woah #legend” That another man has more time for his own sperm? 🥴🥴 while he in Jamaica with a girl he 10 years older than? 🥴🥴 u right ... highlllyyy disrespectful”

Demographics

Male millennials mainly shape this narrative Gender Skew

Age Skew

Male skew

Millennial skew

Average gender breakdown across all themes:

Average age breakdown across all themes:

39% Male / 61% Female

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

To note: Data retrieved using search data. All codes were converted into search queries, and using Google Ads, we gathered the demographics of those searching for those keywords: age, gender Generational Definitions: The Baby Boomer Generation – born 1946-1964. Generation X – born 1965-1980. Millennials – born 1981-1996. Generation Z – born 1996-2012

Assumed consent: the troubling conflation of sex and contracts Top news outlets online that report on transactional sex may serve to normalize it, or to amplify the perspectives of those abusing young girls, sex workers, or dependent/intimate partners. Widespread financial dependency, social disparities and power differentials may prevent bystanders from intervening in, or condemning, transactional relationships..

Influencers:

493K followers

Jamaica Observer

CVM Television

“Robert Benoit…who was convicted in St James Circuit for having intercourse with a 12-y-o girl after she was handed over to him by her father for transactional sex, says that ‘corruption’ & racism had a part in his verdict.”

“A large % of Jamaican women are engaging in transactional sex, a practice that has seen even women in committed relationships demanding more from their partners for status or gain.”

12.2K followers

@junior_flexxx

It is of concern that some users suggest that dating–or engaging in sexual acts–for money constitutes a “sales agreement” or is comparable to “entering a contract”, implying that there is consent.

This, along with posts about how men prefer younger women or teens who have little experience, prevents victims from being able to navigate exploitative and/or abusive relationships, and seek support.

Entry Points: Influencers in the gender equality space, community leaders and activists who can engage in dialogues Diffusion Strategy: Challenge traditional gender roles, highlight stories and discussions to raise awareness, promote respectful relationships

172K followers

“A note for…ladies: date if you can afford, don’t get paid to date… receiving payment is a contract.

You ask for money for Uber and blah blah, you are entering a contract. A sales agreement.”

114K followers

835K followers

@tonightsconversation “A younger woman is going to be more open to new things and more impressionable. I’ve never met a man who wants a woman with 10 year of experience.”

5.45K followers

@dontaye__

Martin shoot a 󰵉

“When you find out your friend is dating a minor…

Funny how it a get normalize”

“There's good women out there…women who don't have sugar daddies,who don't expect you to spend extraneous money on them after the first date…but it's really frustrating ngl”

How transactional relationships hurt victims of gender-based violence

Glorified sugar dating, vulnerability of girls

“Jamaica why you gotta be so expppeensiveee now ima have to get me a sugar daddy 😏”

-

Twitter

Compounds risk of violence against girls

Forced to act against their will

Transactional relationships perpetuate a cycle of exploitation and power imbalance. The inherent transactional nature of such relationships undermines personal agency. The pervasiveness of these relationships creates a culture that tolerates GBV, gender inequality and lack of personal safety.

Normalizes inappropriate advances on children

Harms partners, sex workers, locals, youth

“Sex workers in Jamaica face more violence from clients and the police than traffickers, but addressing this problem is too controversial for governments to touch.

-

Twitter

Intersectional analysis (WE-Talk target groups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Sexual violence and murder. Users online speak to the vulnerability of young, pregnant girls who “were sent to the BIG MAN for lunch money” [1], or are “give[n] cellphone and are give[n] money” [2] (financial gain), yet are instead sexually violated, or even murdered, by older men who “kill the girl because he doesn't want his other baby mother to find out”.

Lack of freedom, mobility or security makes teens more vulnerable. Young teens, such as this user, speak to the need to enter into transactional relationships. She writes, “I am 16 and a half years old and I have a boyfriend who is 32, but he supports me in high school” [3]. The need for financial security, perhaps due to existing familial neglect or abuse, puts teens at great risk.

Older women are victims and perpetrators of financial abuse.

Elder women are also heavily at risk of financial abuse in Jamaica [4]. In addition, older women also engage younger men in transactional relationships, in which they themselves (“boy toys”) can be subjected to financial or sexual abuse [5].

Largely impacted by transactional sex. Much user discourse speaks to the experiences of economic dependents in a relationship with an abusive partner. Their material and financial reliance, for safety and survival, is exploited by abusers who leverage their power to withhold access to resources, and exploit or commit violence against victims.

To note: Intersectional analyses are based on We-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Transactional relationships seen as desirable

Theme

Size

Example of Search Terms

Dating website

3.3%

“money for sex arrangements”

Adult content

2.0%

“sexual intercourse with young girls”

Entertainment

2.0%

“famous older woman younger man relationships”

Sugar dating

2.0%

“how to get a sugar daddy without giving sugar”

Music

2.0%

“how does music affect the sexuality of teenagers”

Age of consent

1.6%

“lower age of consent to 11”

Humor

1.6%

“girl having sex for money in cross road”

Social media

1.2%

“how to make money online as a teenager”

Income/earnings

0.8%

“benefits of having a sugar daddy”

TOTAL THEMES IDENTIFIED: 241

Legal penalty

0.8%

“statutory rape penalty”

TOTAL SEARCH VOLUME: 22,280

Crime

0.4%

“how to stop financial abuse”

Our search analysis reveals that most queries indicate high interest in transactional relationships.

Perpetrators are found searching for dating websites (3.3%) to find younger women, adult content (2%) and even age of consent (1.6%), while victims are seen searching for sugar daddy/mama (2%) opportunities and income/ earnings (0.8%). There is a crucial need to address the complex dynamics of transactional relationships and raise awareness on its issues.

Changing the Narrative: Transactional Relationships

Ways to dismantle damaging mindsets to support survivors and victims

SEARCH INSIGHT

Hold awareness campaigns to dismantle predatory mindsets Develop targeted online campaigns to raise awareness about the dangers of transactional relationships, raising issues of consent, power imbalances, grooming, and exploitation. Utilize compelling storytelling, testimonials, and educational content to engage audiences to foster understanding and empathy.

SOCIAL INSIGHT

Engage organizations that advocate for sex workers’ rights Form partnerships with sex worker-led organizations or organizations that fight for their rights to ensure their voices are heard and their experiences are centered in the conversation. Amplify their stories and support initiatives that promote safe working conditions, access to healthcare, and social protection for sex workers.

SOCIAL INSIGHT

Build an online community for victims Establish online support communities that provide safe spaces for individuals to share their experiences, seek advice, and access resources related to healthy relationships, consent, and personal empowerment.

Foster dialogue and facilitate peer-to-peer support to challenge prevailing norms and promote positive alternatives.

SOCIAL INSIGHT

Advocacy for reform and enforcement of laws to protect victims’ rights Partner with groups advocating for improvements to policies and laws that seek to protect the rights and well-being of young people involved in transactional relationships as well as sex workers of all ages. Engage with policymakers, lawmakers and relevant stakeholders to address systemic issues, reduce vulnerabilities, and support the decriminalization of sex work.

Changing the Narrative: Transactional Relationships

Advocates educate others on exploitation, abuse @Goddesskamxo 265 followers

@Ikaya 36.6K followers

“I’ve watch sukihanna get sexually harassed & abused in 2 separate back to back videos, during situations where she was NOT being sexual. She was simply doing interviews. Regardless of her rap content, SHES A HUMAN BEING.

@tremendousltv 185 followers

@starr_don 8.13K followers

“We have to protect our boys too.

‘Cougar’ country - Older women main culprits as more than 50 per cent of Jamaica’s teenage boys engage in transactional sex 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”

This is the kind of abuse that women are subjected to by men, honestly just for being women. So imagine people who are sexually liberated, or sex workers like strippers, or OF creators. The abuse gets outa hand.” “...a lot of women are too scared or just too dependent on the men who are abusing them to walk away. [this] is the second in a series of songs that I have recorded that addresses this topic. “

“WARNING TO ALL PARENTS 😡😡😡 #preditors #underage #minor #minorsafety #jamaicatiktok”

Narrative 11:

A Child, “Disciplined”

A Child, “Disciplined”

Discipline or trauma: the reality of corporal punishment at school, home The pervasiveness of violence in Jamaican society translates into a general tolerance of violence against children and GBV Corporal or physical punishment, often referred to as “discipline”, has long-lasting physical and emotional effects on children, leading to increased aggression, low self-esteem and mental health issues. This is exacerbated by the cycle of intergenerational violence, limited child protection systems, and societal acceptance of harmful gender norms that perpetuate violence against girls and boys.

SIZE: 0.3%

GROWTH: +4%

Individual

Institutional

Descriptive

Prescriptive

“tell you the truth if it was my son it wasn't going like that these boy would to be discipline everything gone wrong in the school in Jamaica right no” Male

“Four solid times the teacher said, "don't touch me". Children must behave like children. I wonder if this teacher has Jamaican roots because she disciplined this child very well. Rude and out of order. Lift yuh hand to hit who? A dat she gwaan wid a yard? Mi couldn't try that!”

Male

“Parents aren't fucking saints, a good portion of them will beat and abuse their child for being who they are. That is WHY kids don't tell their parents shit.”

Female

“Only in Jamaica we beat our children the worst and tell dem tap yuh noise! Wen dem a bawl” Female

“Oh I would want to but with how 13 year olds are nowadays, I would want to know the whole story. I am from Jamaica, and people could beat other other people’s children if the kid is out of line. Takes a village approach.”

Male

6.8K views

Comment: Corporal punishment is different from child abuse. Child abuse is what we should restrict . Some children won't listen if you don't give them a pinch.

Comment: that doesnt work with every child some do need physical punishment such as pinches, slaps, pulling their ears etc while other children do not need that you just have to speak with them and explain things to them. It really depends on their personality.

1.3K article visits

I believe what should be addressed is the intensity of the mode of discipline, if flogging is chosen. A whopping is not always necessary, but it helps in most instances to discourage and dissuade unwanted behaviour. Therefore, I agree with the prime minister when he said that moderate and reasonable corporal punishment is legal. Those of us who got a whipping or two (not abuse) can attest that we learnt the lessons it taught and are better individuals having had the experience.

Corporal punishment is understood as distinct from child abuse Corporal punishment is deeply ingrained in the culture; the line between discipline and child abuse is often blurred. The normalization of physical punishment as a means of correcting children's behaviour has significant consequences on their overall well-being. Children subjected to corporal punishment may experience physical and emotional trauma, and the acceptance of such practices perpetuates a cycle of violence, where children learn that aggression and physical force are acceptable ways to resolve conflicts in partnerships and interpersonal relations.

Underlying causes: Historical influence, socioeconomic factors, belief that corporal punishment is effective

Social sanctions: Familial pressure, social norms that reinforce the use of physical discipline, lack of legal enforcement

Reference group: Cross-generational family units, educational institutions, mainstream media

Concerns about the prevalence of violence against children prompts reflection on societal acceptance Example Tweets

The normative stereotype "A Child Disciplined" is 4% less negative, 2% more neutral, and 2% more positive than the average sentiment distribution across all narratives.

Negative discourse underscores the acceptance of corporal punishment as a disciplinary measures.

Positive discourse expresses deep concern about the unchecked violence and trauma that children in Jamaica endure, questioning the normalization of such harmful practices, while neutral discourse acknowledges that the violence observed in schools is a reflection of what children learn from their environment.

“🤣🤣🤣 listen my teacher beat me & my mother came to school & use the same teacher belt & beat me in agri lab ,I will never forget.. to be honest,now I understand is not what I did I got the beaten for,is for what could have happened…”

51% negative

15%

“Let’s not wonder what all the violence schools is all about… we taught them every bit of it. Children live what they learn.”

neutral

34% positive

“Every day I wonder what’s our national tipping point because it’s certainly not the unchecked violence and trauma our children continue to be subjected to. Most days I see the stories and I can’t bring myself to really process them because it’s crippling. I just don’t know how we keep moving along like this is normal because it’s not.”

Demographics

Interest mainly informed by middle-aged women Gender Skew

Female skew

Average gender breakdown across all themes:

39% Male / 61% Female

Age Skew

Millennial, Gen X skew

Average age breakdown across all themes:

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

To note: Data retrieved using search data. All codes were converted into search queries, and using Google Ads, we gathered the demographics of those searching for those keywords: age, gender Generational Definitions: The Baby Boomer Generation – born 1946-1964. Generation X – born 1965-1980. Millennials – born 1981-1996. Generation Z – born 1996-2012

A need to shift deeply entrenched mindsets and attitudes Influencers often perpetuate tolerance of corporal punishment as an acceptable and efficient method of disciplining children.

Many justify their use of physical force by claiming that the children's misbehavior warrants such measures. However, in the context of existing policies and laws that prohibit harmful discipline beyond a certain level, there is a growing movement against corporal punishment (supported by rights-based organizations such as UNICEF) reported on by news outlets and influential political leaders, who shed light on its long-lasting impacts as they raise awareness about the detrimental effects of corporal punishment on children.

Entry Points: Education system, parent influencers, religious institutions, community organizations Diffusion Strategy: Raise awareness on impacts of corporal punishment and non-violent alternatives, enforce training for educators

Influencers:

234K followers

3.4K followers

@Smoothshelly

@kimoneya

“There has been an ongoing discussion on whether hitting kids is abuse… Hitting kids for me is not abuse, because I tell him why I hit him”

“Fight broke out between a substitute teacher and a student? This child is definitely wrong, you don’t put your hands on anyone, this ain’t your home.”

1.2K followers

681K followers

@shaneljaestyledme

PM Andrew Holness

“Coming from a former teacher from a school where you can’t tell the kids shit… the parents can’t control them. Kids need to stay in a kid place”

“We, as a society, must ban corporal punishment.

Our research suggests that boys who are severely beaten by their mothers gravitate to a life of crime”

725K followers

3.18K followers

@jamaicagleaner

@talkupyout

“Stop hitting your child! Jamaicans who hit their children are engaged in child abuse, charges UN representative”

“A lot of parents turn a blind ear to how the child feels, also using the bible as a way to bring up a child saying that bible says spare the rod chupesss”

How normalization of corporal punishment hurts victims of gender-based violence

Public shaming leading to lower self-esteems

Desensitization and encouragement of GBV

By accepting physical punishment as a form of discipline, society reinforces power imbalances and fails to address the underlying issues of control and aggression among teachers, parents and caregivers. This reinforces violence in relationships, creating a culture where abuse, particularly against women and children, is more likely to be tolerated and entrenched.

Normalizes power imbalances

“( OOC ) Yeah— it hurts.

In School if you’re in Jamaica, teachers have the authority to spank children with belts”

-

Twitter

Victim-blaming with no support

Perpetuates a culture of violence

“The women of Jamaica deserve better. Our young kings also deserve to be raised in a non-toxic way with positive values & attitudes and be taught to respect themselves and women. ”

-

Instagram

Intersectional analysis (WE-Talk target groups)

Teen Moms

Youth (16-24)

Elder Women

Economic Dependent

Physical abuse from parents when pregnant. Some users online in Jamaica mention experiencing violence from parents when they become pregnant as teens. In response to a girl who was pregnant at 14, a user noted, “I’m glad your mother was very supportive… because my father woulda kick off my head too. People think it only take one to make a baby when it’s two.” [1]

Normalizing violent behaviours among youth. One user notes, “Growing up surrounded by violence from an early age, our children learn physical force is the way to get what they want” [2]. If violent ‘discipline’ is used by teachers, peers, and families, there’s little opportunity for young, impressionable minds to find violent means as taboo, thus continuing cycles of intergenerational violence.

No impact discussed online. Data analyses found that there was not any available discourse on the impact of this stereotype on older women.

While that doesn’t mean an impact does not exist, it does suggest users are not talking about it as much – or as openly – online, despite the fact they may have been victims or perpetrators of violent discipline themselves.

Child dependents unable to leave.

For teens who are financially dependent or children without other housing options, physical or sexual abuse at “the hands of their guardians is “beyond horrifying” and difficult to detect. Besides immediate harm, the physical, emotional and psychological consequences of abuse can be long term.

To note: Intersectional analyses are based on We-Talk target groups specified in the methodology, rather than all intersecting identities that exist in Jamaica.

Shifting perspectives and seeking non-violent solutions

Theme

Size

Example of Search Terms

Education

8.2%

“child discipline essay”

Parenting advice

7.7%

“discipline your child dos and don’ts”

Child development

3.0%

“effects of domestic violence on child”

Definition

1.7%

“child discipline definition”

Social issues

1.3%

“articles on child abuse and domestic violence”

School administration

1.3%

“anchovy high school dean of discipline”

Mental health

1.3%

“brain of child exposed to violence”

Emotional impact

1.3%

“how does domestic violence emotional in a child”

Educational resources

1.3%

“discipline in jamaican schools”

TOTAL THEMES IDENTIFIED: 244

Classroom management

1.3%

“Solutions to discipline problems in schools”

TOTAL SEARCH VOLUME: 730*

Child welfare

1.3%

“child development with domestic violence”

Our search analysis reveals that most queries indicate high interest in challenging tolerance for corporal punishment. Queries for education, parenting advice and classroom indicate that both parents and school administrations are increasingly aware of the impacts of corporal punishment and seeking non-violent forms of discipline.

*Given the subject matter, Quilt.AI struggled to extract search data volumes for the keywords within this narrative as Jamaica seems to be blocking access. While there have visibility on what users are searching, the search volume remains low.

Changing the Narrative: A Child “Disciplined”

Nurturing change, safeguarding children: strategies to promote non-violent discipline in Jamaica SEARCH INSIGHT

Collaboration with schools and education authorities Collaborate with organizations advocating for the implementation and enforcement of policies that explicitly prohibit corporal punishment in schools, ensuring that teachers receive training and support to implement alternative discipline methods and respectful and inclusive learning environments.

SOCIAL INSIGHT

Tackling broader normalization of violence can reduce corporal punishment Acceptance of violence as a form of punishment is connected to the broader normalization of violence in the country. Efforts to reframe violence as an issue that negatively affects all Jamaicans can positively influence norms around violence against children.

SOCIAL INSIGHT

Leverage existing concern for violence against children to stigmatize violent punishment Jamaica takes abuse against children very seriously. However, many users do not consider institutionalized discipline or violent teaching methods as abusive. In order to change the narrative, share testimonies from children or adults about the effects that child corporal punishment, violence in schools, or violence at home has or had on their safety and wellbeing.

SOCIAL INSIGHT

Partner with influential users, leaders to promote healthy parenting Provide influencers with practical tools and resources, such as parenting guides, tip sheets, and online forums, to help them integrate strategies for alternative discipline and management of challenging behaviours. Expand support networks and parenting groups where users can share experiences, seek advice, and learn from each other.

Changing the Narrative: A Child “Disciplined”

Advocates offer nonviolent alternatives Andrew Holness 321.4K followers

@keisha13__ 1.65K followers

“I had the pleasure of meeting some bright and enthusiastic students from Mona Prep during their tour of Jamaica House last week.

“Repost | Nothing is greater than the ability to resolve conflicts peacefully.

National Child's Month is commemorated in May, and this year's theme is: 'Children need our love and protection… Get involved.'

Day #16: Teach your child how to settle disagreements without using violence

This theme is a call to action for all of us to work together to ensure that every child in Jamaica is safe, healthy, and empowered to achieve their full potential.

We must protect our children from all forms of harm, including violence, abuse, and neglect.”

NWCjam 22.4K followers

#childmonth #childmonth2023 #nationalchildmonthcommittee https://t.co/ki9LaNcnr0"

“How Jamaican parents discipline their kids #jamaicanparents #discipline #fyp #viral #jamaicatiktok”

Kerry-Ann Morgan 7.07K followers

“"Do we honestly believe we can get a gentler society when a report day - one to discuss your child's performance - is known as boxing day because we 'box down' our children?!

We planting a lot of peas yet expecting corn.

We must change! We can discipline our children w/o violence."

Takeaways

Size & ROC: Takeaway

Narratives that are growing highlight the need for interventions

Normative stereotypes such as “Invincible Matriarch” and “A Child, ‘Disciplined’” are growing and becoming increasingly solidified in the Jamaican online consciousness. They are not yet large enough to be considered dominant narratives.

Thus, they are areas of both high concern and areas of potential high impact.

Intercepting the ways in which users view women as invincible and pure, view violence as a form of discipline, or view GBV as trivial, is a high priority.

Size & ROC: Takeaway

Some harmful narratives show signs of change

Narratives such as Mastering Masculinity and Hypersexualization are not only declining in volume (-9% and -1%, respectively), but show promise of small shifts.

Mastering Masculinity, driven primarily by male users, captures efforts for self-improvement, self help and redefining masculinity.

‘Hypersexualization’ sheds light on ways in which women and girls are claiming elements of their culture as a means of empowerment, liberation and strength.

Both narratives suggest scope for future WE-Talk initiatives.

Overview of Narratives: Takeaway

Address narratives that are mutually reinforcing

There is significant alignment between narratives related to GBV, thus their impacts may be mutually reinforcing. For example, "Genderless Violence" underpins a desensitization towards violence, which then influences attitudes towards GBV in many different contexts.

The "Unsafe Sex" norm is closely linked to the hypersexualization of women, and exacerbates women’s vulnerability to violence.

The “Invincible Matriarch” and “Mastering Masculinity” stereotypes intersect: the perception that women are powerful but not victimized aligns with the idea that men should dominate and control women in order to assert their masculinity.

Framework: Takeaway

Prescriptive interventions are needed

This analysis found that the majority of harmful norms and stereotypes are prescriptive, and that drivers of beliefs were found to stem from individual and institutional spaces.

This may be because personal belief systems are both informed by, and serve to inform, systemic realities. In the same way, institutional norms shape, and are shaped by, personal beliefs. Thus, WE-Talk project interventions at individual or institutional levels are likely to be mutually impacting.

Prioritizing prescriptive beliefs increases the chance of intervening in, and shifting more, narratives and/or engaging more users.

Source of Narratives: Takeaway

Interventions to shape narratives that promote gender equality

Various media genres, including radio programmes and news media, shape and reinforce harmful norms and stereotypes related to GBV in Jamaica.

Addressing this requires training for media practitioners in responsible, gender-aware reporting.

Narratives that lead to a culture of silence around GBV, including underreporting, need to be challenged.

Addressing deeply ingrained gender narrativebs entails healthy sex education, addressing the hypersexualization of women and girls, and challenging harmful masculinities. Community leaders need to be engaged in efforts to foster alternative narratives that promote interpersonal safety and gender equality.

Sentiment: Takeaway

Sentiment analysis offers key insights

The sentiment of the discourses around "Genderless Violence", “Invincible Matriarch”, “Trivializing Risk Factors” and especially "Unfaithful & Unfeeling" is mainly negative, highlighting concerns about harmful behaviours and attitudes.

"The Puritanism Ideal", “Transactional Relationships” and "A Child, Disciplined" include mainly positive sentiments, with discussions about cultural expressions and empowerment.

"Mastering Masculinity" and "Unsafe Sex" show average sentiment percentages, suggesting mixed views on these topics.

Negative sentiments require targeted interventions to challenge detrimental beliefs and attitudes while positive sentiments serve as a foundation for building discourse around empowerment and progress.

Demographics: Takeaway

Applying a demographic focus to targeted interventions

Targeted interventions should focus on specific

demographics that drive each narrative. For "Genderless Violence," "Trivializing Risk Factors," and "Unfaithful & Unfeeling," priority should be given to middle-aged men, younger women, and millennial men, respectively.

Engaging older women is crucial for addressing "The Puritanism Ideal" and "A Child Disciplined", while young women should be the target for "Sex Education" efforts.

Customized strategies that consider cultural nuances will more effectively address damaging norms and stereotypes relating to GBV in Jamaica, and a comprehensive approach involving multiple stakeholders is essential for lasting impact.

Influencers: Takeaway

Influencer-types to engage Influencers promoting positive counternarratives:

Influencers perpetuating harmful norms:

Journalists, reporters, radio hosts

Mainstream music artists & celebrities

Meme pages, content creators, comedians

Men’s lifestyle and self help influencers

Progressive religious leaders, organizations

Influencers in the gender equality space

Impact on Victims: Takeaway

Effective campaigns require strategic, aligned interventions

1.

2.

3.

4.

5.

6.

Address attitudes that blame and stigmatize victims Address norms and stereotypes that normalize violence against women Challenge beliefs that reinforce limiting gender roles and power imbalances Address misrepresentation and trivialization of GBV risk factors; instead, promote accurate information and awareness.

Create a supportive environment that fosters empathy for victims, encouraging them to seek help and healing.

Promote inclusive and empowering representations of healthy and equitable relationships.

Intersectionality: Takeaway

Importance of an intersectional approach for interventions

All target groups outlined in Quilt.AI’s intersectional analyses should be taken into consideration for future communication campaigns, as well as individuals who fall outside of the target groups, but who also may be vulnerable to GBV. It is vital to take into consideration the unique experiences of certain age groups, such as dependents or young parents, using their testimonies as an insight.

Intersectionality: Takeaway

Takeaways for Teen Moms Teen mothers in Jamaica face significant challenges including harmful stereotyping, shame and stigma. The normalization of violence, including GBV and corporal punishment, contribute to their vulnerability.

Additionally, the prevalence of transactional relationships perpetuates power disparities and exploitation. To support teen moms, healthy sexuality education, access to sexual and reproductive health resources, and awareness campaigns that challenge damaging narratives, are essential.

TEEN MOMS

YOUTH (16-24)

ELDER WOMEN

ECONOMIC DEPENDENTS

Intersectionality: Takeaway

Takeaways for Youth Jamaican youth are particularly vulnerable to harmful GBV narratives, leading to negative consequences in their behavior and relationships.

The tolerance of violence, including corporal punishment and GBV, hinders healthy emotional development and perpetuates cycles of intergenerational violence.

Empowering youth with education on consent, healthy relationships, and gender equality can foster positive attitudes.

TEEN MOMS

YOUTH (16-24)

ELDER WOMEN

ECONOMIC DEPENDENTS

Intersectionality: Takeaway

Takeaways for Elder Women Elder women in Jamaica face unique challenges related to harmful stereotypes. For example, they may be victims and/or perpetrators of financial abuse and transactional relationships.

However, the lack of discourse surrounding this demographic highlights the need for greater awareness and support for elder women.

Ensuring access to GBV resources and support can enhance their empowerment and well-being.

TEEN MOMS

YOUTH (16-24)

ELDER WOMEN

ECONOMIC DEPENDENTS

Intersectionality: Takeaway

Takeaways for Economic Dependents Individuals who are economically dependent and financial disempowered are at heightened risk of abuse and violence. The pervasiveness of transactional relationships and corporal punishment exacerbates their vulnerability.

To protect economic dependents, multi-agency systems for child protection, awareness campaigns on child rights, advocacy campaigns against corporal punishment, and support systems to increase financial independence are necessary.

TEEN MOMS

YOUTH (16-24)

ELDER WOMEN

ECONOMIC DEPENDENTS

Themes: Takeaway1`

Addressing key themes for social change

The following three themes emerge repeatedly across narratives that contribute to GBV, and present priority entry points for fostering healthier counternarratives: 1.

Impact of Global Pornography: Addressing harmful effects of pornography on attitudes and behaviours towards gender and sexuality.

2.

Youth Culture and Desensitization: Focusing on youth education and awareness to shift desensitization to violence.

3.

Access to Sexuality Education: Empowering individuals with healthy sex education.

Changing the Narrative: Takeaway

Prioritizing gender-sensitivity among media practitioners

Media plays a significant role in shaping perceptions

and reinforcing harmful narratives related to GBV. News outlets, radio stations, and governmental sources are mentioned as reference groups for normative stereotypes such as ‘Genderless Violence’ and ‘Invincible Matriarch’. Journalists, reporters, radio hosts, and media personnel are thus identified as key entry points.

Future campaigns should prioritize training for journalists, media practitioners, content creators and comment moderators to ensure responsible, gender-ethical reporting and dissemination of alternative, gender-sensitive content.

Counternarratives: Takeaway

Harnessing the power of counter narratives

Counternarratives makes up, on average, one third of

all discourse. This refers to text that speaks about gender and gender roles, gender advocacy, victims of GBV, and sexual and gender minorities, in a positive and gender-sensitive manner, dispelling damaging myths. These pockets of discourse are valuable entry points and provide a base on which to build alternative, gender-equitable narratives.

While social media users participating in these counternarratives may have smaller followings, their messaging is important.

The WE-Talk project will benefit from recognizing and capitalizing on the potential of these counternarratives to strengthen project impact.

Appendix

Summary

Narrative Logistics Overview Narrative

Size/ROC

Reference Group

Entry Points

Diffusion Strategy

Genderless Violence

Size: 12% ROC: 4%

News, radio, governmental sources

Journalists, reporters, radio hosts, media personnel

Training media outlets, comment moderators

Trivializing Risk Factors

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

Invincible Matriarch

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

Mastering Masculinity

Size: 14% ROC: -9%

Mainstream media and pop culture

Men’s lifestyle influencers

Amplify voices challenging stereotypes

The Puritanism Ideal

Size: 8% ROC: 2%

Religious institutions, influencers

Progressive religious leaders and organizations

Expose absurdity of gendered double standards

Unsafe Sex

Size: 14% ROC: -6%

Dancehall artists, mainstream media

Sexual content creators online

Raise awareness on the dangers of unsafe sex

Sex Education

Size: 17% ROC: -4%

Religious institutions, parental figures

Enforced sex education curriculums

Healthy discussions surrounding sex

Transactional Relationships Size: 9% ROC: -10%

Platforms, influencers facilitating TRs

Influencers in the gender equality space

Highlight testimonies to raise awareness

A Child “Disciplined”

Cross-generational family units, school

Education system, parent influencers

Raise awareness on impacts of corporal punishment

Size: 0.3% ROC: 4%

Narrative Composition Overview Narrative Composition (%)

Narrative Composition (%)

Counternarrative Composition (%)

Genderless Violence

59%

31%

10%

Trivializing Risk Factors

60%

25%

15%

Unfaithful & Unfeeling

66%

23%

11%

Invincible Matriarch

58%

33%

9%

Hypersexualization

53%

35%

12%

Mastering Masculinity

55%

32%

13%

The Puritanism Ideal

52%

39%

9%

Unsafe Sex

55%

30%

15%

Sex Education

53%

31%

16%

Transactional Relationships

49%

37%

14%

A Child “Disciplined”

51%

35%

14%

To note: Quilt.AI used sentiment analysis as a proxy for narrative and counternarrative composition, with negative and positive discourse indicating what percent of discourse goes against the narrative versus feeds into the narrative.

Neutral

Appendix

Data Sources

Discourse hot spots: Twitter St. Catherine (11.7%)

Trelawny Parish (0.4%) St. Ann (1.6%) St. James (3.4%)

St. Mary (0.1%)

Portland Parish (0.2%) Hanover Parish (0.2%)

St. Thomas (0.6%)

Westmoreland Parish (0.2%)

St. Elizabeth (1.3%)

Manchester Parish (0.7%)

Clarendon Parish (2.0%)

St. Andrew (77.6%)

To note: Hotspots were found using the available location of 1,264 users on their Twitter profiles. 5,643 additional users did not clarify which parish they reside in, with their location just being Jamaica. This is not inclusive of other data sources (Youtube, Instagram, TikTok, Reddit).

Search volume over time

Invincible

Search Volume

Relationships

Month

Social volume over time

Invincible

Volume of posts

Relationships

Month *Our data extraction model operates by pulling posts that use a certain keyword, phrase, or term with a maximum volume amount, meaning it cannot exceed an infinite volume of mentions. It also pulls newer entries or data points first. Thus, posts that discuss the subject matter more recently are more likely to populate the data, hence the spike in volume in 2023 onwards.

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:

Contact Oxfam Canada:

Email - hello@wmwja.org Website - www.wmwja.org Social media - @WMWJamaica

Email - info@oxfam.ca Website - www.oxfam.ca Social media - @OxfamCanada