The WE-Talk AI GBV narrative challenge – Hypersexualisation

This is Part two of a four-part Women’s Month 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 11 narratives, see if you can identify them in your own everyday speech and thought, and join us in challenging them using the strategies suggested.

Narrative 2: ‘Hypersexualisation’

This is the shared belief that women are inherently sexual objects, available for the sexual pleasure of others. The study found that this narrative was heavily informed by dancehall and popular culture. People who believe and support this narrative see women and girls as sexually promiscuous, available, and existing solely for the pleasure of others, especially men.

Why is this narrative dangerous?

Hypersexualisation happens when we treat someone in a way that is sexual or erotic to an extreme or inappropriate degree (Oxford Dictionary). The hypersexualisation of girls, and normalisation of sexually suggestive imagery, clothing, and behaviour for young girls, exposes them to potential predators, and perpetuates the objectification and commodification of their bodies. This denies children their right to a safe and nurturing environment. Constantly portraying women and girls as sexual objects dehumanises them, and often makes them targets of sexual crimes. It also reinforces harmful gender norms and stereotypes that fuel a cycle of exploitation and abuse.

Key AI study findings:

1/ Who is pushing this narrative?

• Middle-aged women were identified as the primary drivers of the hypersexualisation narrative

• 66 per cent of the posts that supported the hypersexualisation narrative were from women; 34 per cent came from men

• People aged 25-34 years account for 35 per cent of the group pushing this narrative, people aged 35-44 years made up 20 per cent; and people aged 45-54 years made up 19 per cent

2/ What is the sentiment around this narrative?

• 55 per cent of the conversation around this narrative was negative (for example, people were describing women and young girls in very sexually explicit and derogatory ways)

• 12 per cent of the conversation around this narrative was neutral (for example, people were voicing concerns around how women and girls are portrayed in media)

• 35 per cent of the conversation around this narrative was positive (people were challenging hypersexualisation in general and/or seeing it as a form of empowerment for women)

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

• Dominant (meaning a lot of people believe it, and that number is growing rapidly)

Take the challenge — be the change!

How can you challenge this narrative?

• Call out the media, social media influencers, pop culture icons, dancehall artistes and musicians on their oversexualised depictions of women and girls. Write a letter to the editor! Call in on a radio programme! Comment under the news stories to express disapproval of the constant exaggerated portrayals of women and girls as primarily sexual objects.

• Help encourage a shift towards more humanising ways of depicting women and girls, for example, highlight women in other roles that are not sexual or which do not focus on their bodies — as leaders in public and private sectors, as pioneers, as changemakers, as educators, as positive contributors to society.

These findings are taken from the 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.