This article aims to be a reflection, an analysis and a return to the reader of the path of conception and implementation of a communication campaign against gender violence. The project has been developed at the Inter- University Research Centre “Gender Cultures” in Milan, and wants to contribute and to give substance to the Istanbul Convention, which in its article 13 states that “to promote or implement awareness campaigns or programs (…) to increase awareness and understanding by the general public of the various manifestations of all forms of violence (…) as well as the need to prevent them”. To this end, three Italian and Milanese universities have been involved and a specific methodology has been used that has highlighted, from a communicative point of view, some important innovations. A group of university students, previously trained, carried out the creative work for the awareness campaigns by dividing themselves into subgroups and structuring a campaign in which the language was completely internal to the subculture of reference. Not only because the social segment to which the communication producers belonged was in fact homogeneous in terms of lifestyles, beliefs and/or worldview to the social and cultural segment of the campaign’s target, but also because they were inspired by tales of violence experienced by other students at the Milanese universities. Another element of solid novelty concerns the field research carried out with neuromarketing techniques on a representative and very small sample of the reference universe.

Gender Digital Violence - Study, Designand Communication of an Awareness-RaisingCampaign from University to University, 2020-11.

Gender Digital Violence - Study, Design and Communication of an Awareness-Raising Campaign from University to University

Ferraresi, Mauro Guglielmo
2020-11

Abstract

This article aims to be a reflection, an analysis and a return to the reader of the path of conception and implementation of a communication campaign against gender violence. The project has been developed at the Inter- University Research Centre “Gender Cultures” in Milan, and wants to contribute and to give substance to the Istanbul Convention, which in its article 13 states that “to promote or implement awareness campaigns or programs (…) to increase awareness and understanding by the general public of the various manifestations of all forms of violence (…) as well as the need to prevent them”. To this end, three Italian and Milanese universities have been involved and a specific methodology has been used that has highlighted, from a communicative point of view, some important innovations. A group of university students, previously trained, carried out the creative work for the awareness campaigns by dividing themselves into subgroups and structuring a campaign in which the language was completely internal to the subculture of reference. Not only because the social segment to which the communication producers belonged was in fact homogeneous in terms of lifestyles, beliefs and/or worldview to the social and cultural segment of the campaign’s target, but also because they were inspired by tales of violence experienced by other students at the Milanese universities. Another element of solid novelty concerns the field research carried out with neuromarketing techniques on a representative and very small sample of the reference universe.
Inglese
HCI International 2020 – Late Breaking Papers Interaction, Knowledge and Social Media
978-3-030-60151-5
United States
Springer International
esperti anonimi
internazionale
A stampa
Settore SPS/08 - Sociologia dei Processi Culturali e Comunicativi
1
File in questo prodotto:
File Dimensione Formato  
Ferraresi2020_Chapter_GenderDigitalViolence-StudyDes.pdf

accesso aperto

Dimensione 722.02 kB
Formato Adobe PDF
722.02 kB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10808/36844
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • ???jsp.display-item.citation.isi??? ND
social impact