What we say and where we say it matters for preventing discrimination, and social media is now a priority.
how guided conversations can shift perceptions. And right now, the conversations are on social media., a United Kingdom-based knowledge-sharing platform, identified four ways social media can change unequal gender norms. These are amplifying messages, mobilising campaigns, sharing knowledge and reframing perceptions, and building a like-minded community.
Evidence suggests that combining social media campaigns with in-person interventions delivers promising results. The Must Bolin India applied these principles, using online and offline spaces for youth to engage on topics relating to gender-based violence. By using social media in accordance with Align’s four actions and in-person workshops, the intervention improved young people’s actions on the issue.
Must Bol used social media to continue conversations with youth between workshops. Online content using ‘youth language’ and subject matter generated interest and enabled a smooth transition to discussions on gender-based violence and gender norms. Like South Africa, India has high levels of gender inequality and violence against women, which suggests the intervention could be implemented here. However, it must be adapted to the South African context to ensure cultural relevance.
Interventions could use social media algorithms to send targeted messages aimed at preventing gender-based violence and promoting gender equality. South African researchers have begunthe use of algorithms and artificial intelligence to address the problem. This presents a collaborative opportunity for researchers and civil society to combine social media with other violence prevention interventions.
As a platform for diverse voices, social media provides real-time interactions, anonymity and growing privacy concerns — making it a complex place for intervention. Nevertheless, its massive reach, and its informal and dynamic nature, offer opportunities for innovation in building a safer world for women and girls on- and offline.Jody van der Heyde, Research Consultant and Sinenhlanhla Bengu, Research Officer, Justice and Violence Prevention, Institute for Security Studies Pretoria.
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