UNESCO & UNAIDS Joint Masculinity Project: Key Findings

UNESCO & UNAIDS Joint Masculinity Project: Key Results

Research conducted by

Hrachuhi Mirzoyan

Expert consultation provided by

Siranush Davtyan

Project coordination by

Armi Mkrtchyan Arusik Mkrtchyan

The project was supported by UNESCO and UNAIDS and implemented by TeensLIVE Armenia. The expressed views in this report do not necessarily correspond with those of UNESCO, UNAIDS, or TeensLIVE Armenia.

2024 Yerevan

Contents Executive Summary

2

Focus Groups to Adapt the Masculinity Test

3

Key Findings

4

Psychological Qualitative Analysis and Suggestions for Focus Groups

5

Masculinity Test Results

6

Summary and Hypotheses

6

Demographics

7

Respondents

8

Masculinity Perceptions

8

Factors Negatively Affecting the Development of Masculinity

10

Masculinity Expressions

11

Positive Masculinity Promotions

11

Source of Information

12

Media and Masculinity

12

Domestic Violence

13

Hypothesis Check

14

Recommendations

14

Practical Recommendations

15

Social Media Campaign

16

Educational Module

17

Interactive Bot: Barujan

18

Summary of Project Results

19

1

Executive Summary

The UNESCO & UNAIDS Joint Masculinity Project, conducted by TeensLIVE Armenia, investigated young Armenian men’s evolving perceptions of masculinity through adapted focus groups and a masculinity test.Key findings from the survey of 1896 participants revealed a diverse and sometimes conflicting understanding of masculinity. While traditional masculine ideals—such as physical strength, patriotism, and financial stability—remain influential, many young men also view respect, empathy, and intellectual growth as equally important traits. The focus groups highlighted a significant generational shift, with younger participants showing openness to integrating both traditional values and modern ideals.

The study underscored the strong influence of family, friends, and community on shaping masculine identity, while also noting the impact of cultural and societal norms. Schools and universities, along with media representations, emerged as powerful sources of masculine ideals, but there were widespread concerns about how media, especially Armenian television, often misrepresents masculinity by focusing on stereotypes. Instead, participants cited movies, books, and social media—though less trusted—as potentially positive outlets if they accurately reflect nuanced male identities.

To address these issues, the project recommends educational reform to incorporate discussions of masculinity, gender equality, and emotional intelligence into school curriculums. Awareness raising among parents will also have a great impact since the family (father) is one of the primary role models in the perception of masculinity. The study also advocates for an increased presence of balanced masculinity portrayals online, particularly on platforms popular among youth. Lastly, community-based workshops are suggested to provide a safe space for young men to discuss their experiences and expectations, aiming to foster an inclusive understanding of masculinity that promotes both individual growth and social harmony.

2

Focus Groups to Adapt the Masculinity Test A Masculinity Test based on the International Men & Gender Equality Survey (IMAGES) Global Report 2022 was created and adapted. The test first consisted of about 30 questions but was later shortened by focus group discussions. It underwent some major changes for localization purposes and best appeal to the target audience in Armenia (the changes are explained in the “Focus Groups” section).

Focus groups SUMMARY Participants Yerevan: 11 Marzes: 13 (Kotayk, Gegharkunik, Tavush, Shirak, Syunik, Aragatsotn) Aged 16-19: 12 Aged 20-25: 12 On military service: 1 Ethnic minority representative: 1 Participants with completed higher education: 7

To be considered: due to the mandatory military service at 18 with the duration of 2 calendar years, the number of participants in the 18-20 age group cannot be large. This should be considered in the more extensive survey as well.

3

Key findings include:

Diverse Perceptions: Participants held varying views on what constitutes positive masculinity, ranging from traditional expectations to more modern interpretations.

Traditional vs. Modern Ideals: There was tension between those who adhered to traditional gender roles and those who embraced more progressive views.

Power Dynamics: Some participants linked masculinity to power and dominance, reflecting societal norms.

Positive Attributes: Beyond traditional strength, participants valued qualities such as empathy, respect, and intellectual growth.

Data Privacy Concerns: Participants expressed concerns about the privacy and security of their personal data.

Based on these findings, it is evident that there is a need for a more comprehensive and inclusive understanding of positive masculinity in Armenia. Promoting a balanced approach incorporating traditional values and modern ideals can help challenge harmful stereotypes and foster a more equitable society. Additionally, addressing data privacy concerns is essential for building trust and encouraging participation in future research.

4

Psychological Qualitative Analysis and Suggestions for Focus Groups

Pre-Test Suggestions Clarify masculinity: Provide a brief definition of masculinity to ensure understanding among participants.

Emphasize confidentiality: Reiterate the anonymity of responses to receive honest results.

Explain research goals: Clearly communicate the purpose of the study to build trust.

Test Suggestions Address family violence: Include specific examples of family violence and normalize diverse family experiences.

Define bullying: Provide a clear definition of bullying to elicit accurate responses.

Avoid leading questions: Reframe questions to avoid potential biases and ensure honest responses.

Consider age-appropriate topics: Tailor questions to specific age groups to ensure relevance and engagement.

Include relevant topics: Incorporate issues like domestic violence and mental health to reflect the realities of Armenian society.

Exploring Masculinity Use precise language: Avoid jargon and use simple, understandable terms.

Provide examples: Offer concrete examples to illustrate concepts and encourage discussion.

Respect cultural nuances: Be mindful of cultural sensitivities and avoid generalizations.

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General Recommendations Offer flexibility: Allow participants to skip questions or provide additional comments.

Provide educational resources: Share relevant information to address misconceptions and promote understanding.

Consider age-specific approaches: Tailor the approach to accommodate the unique needs and perspectives of different age groups.

Address regional differences: Acknowledge and address potential variations in attitudes and beliefs based on geographic location.

Masculinity Test Results

The final questionnaire, comprising 17 questions intended for 16-25-year-old men and boys, was distributed online to participants across Armenia. A total of 1946 individuals completed the questionnaire. However, 50 responses were excluded due to incomplete submissions, responses from female participants, or answers irrelevant to the survey questions.

Hypothesis 1: Masculinity is generally perceived positively and is seen as a defining characteristic of male identity.

Hypothesis 2: Urban young men are more likely to embrace modern masculinity, rejecting traditional gender roles and considering toxic masculinity unacceptable compared to their rural counterparts.

Hypothesis 3: Rural populations tend to adhere to more traditional masculinity norms, including potentially harmful behaviors such as physical aggression, dominance, and emotional suppression.

Hypothesis 4: Social media can be a powerful tool for promoting positive masculinity, fostering healthy relationships, emotional intelligence, and gender equality.

6

Demographics

59.1%

2%

Over 93% of respondents are in the target age group (59% are 16-19 y.o., while over 34% are 20-25 y.o.).

Respondent age boundaries: Around 2% are 15 y.o, and 1% - 14, 0.5% are 26. Other respondents are among other age groups.

902

149

stated they live in Yerevan

Kotayk region, mostly from urban areas

39

142

112

Tavush

Ararat

Armavir

62

62

28

Lori

Gegharkunik

Aragatsotn

35

29

104

Syunik

Vayots dzor

Shirak

Other respondents provided either unidentifiable information or did not provide it at all. This demographic picture coincides with the existing situation in Armenia.

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Respondents Nearly 40% of respondents identified as students. This is understandable, as those not currently enrolled are likely to be serving their mandatory military duty, which significantly limits internet access.

Although five respondents indicated they were currently serving, 253 of the 773 students also reported being employed.

Approximately 36% of participants were employed, while 32.5% were still attending school. Additionally, 10.6% of respondents stated they were actively seeking employment.

Masculinity Perceptions When asked to describe masculinity, most respondents emphasized traditional traits such as physical strength, intellectual ability, respect, financial stability, self-sacrifice, patriotism, and adherence to traditional gender roles.

Only a small minority associated masculinity with aggression (14.2%) or a sense of superiority over women (12.7%). Notably, almost 91% of those who viewed masculinity as a "superiority over women" were aged 16-19, regardless of their geographic location.

When provided additional comments, some respondents offered insightful perspectives. These included the importance of education, a strong and creative mindset, and the responsibility to protect others, particularly women. A few respondents expressed alternative views, such as the belief that masculinity is a socially constructed concept or that it exists in opposition to femininity. Only two responses demonstrated a misunderstanding of the term "masculinity," equating it with non-heterosexuality.

While intellectual development and self-improvement were identified as crucial aspects of masculinity, it's noteworthy that respondents often associated these qualities with physical attributes. Another significant theme in the responses was the connection between masculinity and adherence to long-standing traditions and moral values. Family, particularly the father, was widely seen as a key influence in shaping masculine identity.

Although strength was often associated with masculinity, the concept of "superiority over women" was not explicitly linked to aggressive behavior. In fact, violence against women was universally 8

condemned as unacceptable. It's important to note that these findings align with the observations made during the focus group discussions.

Approximately 56.4% of respondents identified as masculine.

Among those who found it challenging to answer this question (35.5%), many expressed a desire to be masculine but felt they didn't fully meet the criteria. Common reasons included perceived deficiencies in strength, education, or self-sufficiency or the belief that they were still working towards achieving masculinity.

unsure no

35.5%

8.1%

56.4%

yes

According to the respondents, masculinity is NEVER about: Beating his wife – 1,836 Being indifferent and selfish - 1,354 Never accepting others’ alternative opinions - 1,064 Forces his opinion – 852 9

Instead, it IS about: Physically and psychologically strong - 1,089 Being educated, cultured, developed – 1,051 Caring towards everybody around – 1,001 Patriotic - 868 In the explanation section, many respondents emphasized that violence against women is never acceptable, with one participant noting that they would give a zero rating to the question about spousal abuse. Additionally, many respondents stated that financial status is not a defining characteristic of masculinity.

Other noteworthy responses included the idea that masculinity is about continuous self-improvement and that it is an inherent aspect of male identity.

Factors Negatively Affecting the Development of Masculinity Harmful (detrimental) environment (peers՛ circle) – 76.5% Bullying, negative behavior, and relationships at school – 71.7% Wrong perceptions about masculinity – 68.8% Unhealthy environment, aggression, and beating in the family – 66.5% Lack of information and knowledge (about gender and relationships) – 54.2% Wrong information about masculinity disseminated via social media – 42.7% In the “other” answer versions, “beating a woman never means being masculine” has been mentioned in this or the other way several times.

Almost 73% consider the family environment the cradle of masculinity. The second most important is school/university and friends, with 70.2%. The society (63.5%), cultural and social norms (34.7%), books, scientific reports (34.7%), and social networks (25.3%) follow.

Even though the “other” options provided seemingly differing pictures, at the core, the importance of the family is emphasized again.

Interestingly, the “army/military service” options also sparkle a couple of times.

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Masculinity Expressions According to the respondents, toxic masculinity is usually expressed in communication with “weaker” (51.7%) and with the “wife in the family” (50.7%), with those in “lower social status” (46%). It is important that besides the wife, toxic expressions towards women, in general, are also mentioned among the most frequent answers (almost 42%).

Children in the family are another vulnerable group (almost 42%), followed by “other men” (38.4%), and “job-fellows” (23.2%), “weak people” (7.2%), and “lower is social status” (6.3%) complete the most frequent answers.

Note: We can conclude with this answer that violence against women, specifically wives, as well as those “weak” and “lower” in social status, are considered strongly negative.

In a positive sense, masculinity is expressed in: Family, towards wife, children, and parents – 65.6% Serving the fatherland – 62.8% In communication – 55.3% In the workplace – 47.4% Towards nature and animals – 39.1% And agreed with all the points mentioned – 55.5%.

Note: Some respondents argued that the attitude towards nature and animals is a part of masculine expressions.

Positive Masculinity Promotions Friends (79.8%), family (70.9%), and traditional Armenian culture (45.7%) are the top 3 sources for developing ideas about positive masculinity.

Movies (41.5%), books (39.9%), and various events (31%) follow in their importance. Interestingly, social media are among the least important sources (25.2%) and TV (17%).

Among interesting “other” answers are following life coaches, army/military service, Bible, “my life,” and “my personal life experience.”

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Sources of Information The most important source of information is friends (75.4%), followed by the Internet (69.1%) and social networks (56.5%). TV is the least preferred source of information (20.6%) (approximately the same level identified by TV program ratings presented in other reports).

Media and Masculinity The majority of the respondents think that the media presents masculinity in a negative (37.7%) and unrealistic (37.3%) way; thus, none wants to follow it (36.3%). negative

unrealistic

37.7% 37.3%

36.3% doesn’t want to follow

Only 31.8% consider the current media representation of masculinity positive and realistic (12.7%) in a way that one wants to follow (21.8%). positive realistic

31.8% 12.7%

21.8% wants to follow

Some of the respondents consider media representation of masculinity to be associated with promoting crime (illegal activities), blaming especially the Armenian soap operas and TV shows, which are “misinterpreting and misrepresenting” the “realistic attitude of men and masculinity perceptions.”

Some respondents also mentioned the negative effect of social media and its content on masculinity expressions.

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Note: even though the respondents do not consider social media a primary source of information, they mention its negative effect on masculinity development and expression.

According to most respondents, tête-à-tête conversations (65.3%) are the most important in promoting positive masculinity.

Movies, performances (55.2%), influencers, artists, TV hosts (48.1%), social networks (43.5%), various events (31.6%), and music (25.1%) are also considered to be efficient in positive masculinity promotion.

Some respondents emphasize the importance of demonstrating “realistic masculinity” and consider it the most important aspect of its promotion.

Domestic Violence The respondents unanimously condemned domestic violence, highlighting its detrimental impact on the development of masculinity and personal identity. They firmly rejected the notion that "beating one's wife" is a characteristic of a "true" man, identifying it as the most egregious manifestation of toxic masculinity.

Moreover, the respondents linked masculinity to power and care, emphasizing the importance of nurturing those perceived as "weaker," such as younger family members and socially marginalized individuals. Given their reliance on family and friends as sources of life knowledge, it's reasonable to infer that domestic violence is uncommon among their social circles and within their own families.

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Hypothesis Check Hypothesis 1: Confirmed. Masculinity is indeed considered a fundamental aspect of male identity. While the majority perceive it positively, they also acknowledge the existence of harmful expressions associated with toxic masculinity.

Hypothesis 2: Denied. Both urban and rural young men hold similar views on masculinity and reject toxic masculinity. However, it's worth noting that those residing in Yerevan may be more vocal in criticizing such behaviors.

Hypothesis 3: Partially Confirmed. While rural young men are generally more traditional in their views, they are equally intolerant of toxic masculinity, particularly when directed towards women and children.

Hypothesis 4: Denied. Although social media plays a role, family and friends are considered more reliable sources for shaping ideas and habits. Additionally, social media is often viewed as a contributor to negative portrayals of masculinity, including toxic expressions.

Recommendations To promote a more positive and inclusive image of masculinity, it's essential to highlight its potential as a force for caregiving and assistance, particularly within families and vulnerable individuals.

The provided responses offer examples of this approach in action.

A realistic and authentic portrayal of masculinity is crucial.

Exaggerated or inauthentic depictions are likely to be dismissed.

Social media can be a valuable platform for showcasing positive expressions of masculinity, but personal, friendly interactions are often more effective. Engaging influential figures who embody positive masculinity can have a significant impact.

Additionally, featuring married couples where the husband is actively involved in caregiving and the wife is recognized for her contributions can further reinforce these messages.

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Practical Recommendations Based on the research data, the following recommendations and field changes are important.

A Education and awareness. Given the responses of young people and the age characteristics of the target group of the study (16-19 years old), revising the educational content on gender and relationships becomes a priority. Emphasis should be placed on the promotion of positive masculinity, empathy, and intolerance of any kind of violence and bullying, including sexualized, domestic, intimate partner, and other forms of violence. The development of personal and social skills in schools is also important to equip young people to develop and maintain healthy relationships.

B The availability of information, positive stories, and videos about

positive masculinity in the media and on the internet, focusing on various manifestations and positive sides of masculinity, demonstrating constructive ways to express emotions and develop relationships. It should be noted that, according to the results of the study, young people receive basic information from the Internet, which once again indicates the need to create and distribute context-specific, accurate, and relevant information about masculinity and relationships on various social platforms such as Instagram, Facebook, and TikTok.

C Organizing online meetings with men, discussing various topics,

conducting trainings, and other events targeting young men. During these events and meetings, it will be important to regularly discuss the need for group meetings, where self-help groups can be created in communities and various issues can be discussed (preferably offline). It should be emphasized that during public meetings, special attention needs to be paid to the mental health of men, discussing the importance of emotions and contacting and receiving professional support.

D Discussion of relevant draft laws and mechanisms. Engage with

lawmakers, civil society representatives, influencers, and other relevant actors to propose amendments to laws and improve the mechanisms to promote gender equality further, prevent domestic and gender-based violence, and support those affected.

E Periodically monitor changes in public perceptions of masculinity and its behavioral manifestations and adapt promoting positive masculinity accordingly.

strategies

for

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Social Media Campaign A comprehensive social media campaign, “Create New Story”, was launched at the beginning of September and lasted until the end of October, targeting 16-25-year-old young men and boys.

The campaign included: Informative articles on masculinity and mental health by psychologists Comics with Barujan as a role model in different scenarios, discouraging violent communication, gender-based violence, and gender stereotypes Video content created in collaboration with influencers delivering key messages promoting positive masculinity

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The overall impressions of the campaign are 840,000+, of which 146,000+ reaches are comprised of TeensLIVE social media main posts and reels, with the majority of them being 18-25-year-old men.

The social media campaign also included collaborations with influential figures to amplify the campaign's message further, reaching a wider audience and driving engagement. Five influencers were involved in the campaign, including Levon Hovhannisyan (43.2k followers), Hayk Darbinyan (23k), Boris Melqonyan (74.4k), dad-blogger Grig (12k), and Hovhannes Ghazaryan (9k).

Educational Module The digital educational module was developed with the input of experienced psychologists, including Siranush Davtyan, who has expertise in gender-sensitive psychology, and Grigor Badalyan, who specializes in cognitive psychology. The module includes six podcasts and six articles covering a range of topics related to positive masculinity, each carefully designed to resonate with young men aged 16-25.

1

What is Masculinity?

2 Men’s Mental Health 3 Gender-Based Violence 4 Gender Equality 5 Changing Gender Norms 6 Healthy Relationships The podcasts are available on Spotify and YouTube, while the informative articles are on our Instagram page. The podcasts and articles have been heavily promoted during the campaign.

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Interactive Bot: Barujan An interactive Telegram bot named Barujan was developed to effectively engage the target audience. The name combines the Armenian name Varujan and the word “kind,” highlighting the transformation of the character from a rather unhealthy type of masculinity into a positive one.

The bot guides users through the educational module, starting with podcasts, followed by short quizzes to test their understanding, and ending with a certificate upon successful completion. This gamified approach enhances user engagement and reinforces the learning experience by making it interactive and enjoyable.

As a result of our extensive campaign, a total of 2253 people used the bot, of which 670 have received certificates.

“POSITIVE MASCULINITY” EDUCATIONAL MODULE

20 24

C E R T I F I C AT E awarded to

for successful completion of TeensLIVE “Positive Masculinity” 2024 campaign’s educational module.

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Summary of Project Results The project conducted the first study in a decade on young people's understanding of masculinity. A total of 1896 young men participated in the online survey.

The study results informed the development of the educational module, strategy for its promotion and communication campaign, as well as recommendations on further actions to transform harmful social and gender norms and promote positive masculinity.

An educational module was developed, consisting of podcasts and articles on topics such as positive masculinity, mental health, gender-based violence, and gender equality. Additionally, an interactive Telegram bot named Barujan was created to guide users through the module. The module and the Telegram bot were widely promoted among young people to raise their awareness about gender and relationships, transform stereotypes, and promote positive masculinity.

The project successfully engaged 5 influencers, including Levon Hovhannisyan, Hayk Darbinyan, Boris Melqonyan, Grig Papablog, and Hovhannes Ghazaryan, to promote the campaign on their social media platforms. Influencers touched on the importance of expressing emotions among men, evenly distributing household chores, nonviolent communication, and related topics: 2253 persons accessed the educational materials through the Telegram bot.

The campaign achieved over 840,000 impressions on social media platforms, with the majority of them being 18-25-year-old men.

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