This is Part 4 of a series inviting readers to take the AI GBV Narrative Challenge. The ‘challenge’ was created using insights from a study that used artificial intelligence (AI) to analyse Jamaican online discussions about gender-based violence (GBV) between 2021-23. The study identified 11 main “narratives” around GBV. These narratives are strong shared beliefs that Jamaicans have, which often contribute to GBV in the country. As you read more about these narratives, see if you can identify them in your everyday speech and thought, and join us in challenging them using the strategies suggested.

Narrative 4: Trivialising Risk Factors

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

Why is this narrative dangerous?

Jamaican comedy often trivialises two themes: men catcalling women (“Pssst!” “Hey sexy body!” “Goodaz!”) 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, overlook the mistreatment of women, and do not recognise GBV as a crime and violation of human rights. For men, this shows up when they are ridiculed and shamed for experiencing GBV, which makes it difficult for them to share their experiences and less likely to seek help and support.

Many influencers informing this narrative are content creators who want to share commonalities about what it means to be Jamaican, to grow up with Jamaican parents, or to navigate Jamaican society. While we fully understand the Jamaican tendency to “tek kin teet kibba heartburn”, it is important to ensure that we raise awareness and promote empathy for GBV victims, instead of subjecting them to ridicule and/or dismissal.

Key AI Study Findings

1/ Who is interested in this narrative?

•Women accounted for 73 per cent of the discourse on the Trivialising Risk Factors narrative.

•41 per cent of the posts about the Trivialising Risk Factors narrative were from persons aged 18-24 years; and 49 per cent were from persons aged 25-44 years.

2/ What is the sentiment around this narrative?

•60 per cent of the conversation around this narrative was negative (for eg, pranks or comedic videos that made fun of physical violence and abuse for the sake of entertainment).

•16 per cent of the conversation around this narrative was neutral (for eg, people were curious about onlookers’ role when recording violent acts).

•24 per cent of the conversation around this narrative was positive (people were encouraging critical thinking about sharing videos with violent content, or videos that trivialise violence).

3/ Is this narrative emerging, receding, dominant or stable?

•Emerging (meaning few people were posting about it, but that number is growing rapidly).

Take the challenge — be the change!

How can you challenge this narrative?

•Don’t tease, taunt, downplay, dismiss, disregard or trivialise anyone’s experience of GBV — including your own.

•Ensure that your own humour does not cross the line into disregard, disrespect, dismissal or deprecation of anyone’s experience of GBV.

•Share/post important information on how anyone experiencing GBV can receive assistance and support as a comment/response to any online or social media content that trivialises GBV.

These findings are from a study, ‘Tapping Social Media Using Artificial Intelligence to Understand Gender-Based Violence Norms and Perceptions in Jamaica’, done under the WE-Talk for the Reduction of Gender-Based Violence project, being implemented by WMW Jamaica and CariMAN; funded by Global Affairs Canada and Oxfam Canada. Full research findings are available at https://cutt.
ly/WE-Talk-AI-Study. For more details, contact hello@wmwja.org.