The WE-Talk AI GBV Narrative Challenge — Mastering Masculinity

This is Part 7 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 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 7: ‘Mastering Masculinity’

The shared belief that in order to assert masculinity a man must be dominant and controlling, both sexually and in society.

Why is this narrative dangerous?

This narrative drives the belief that dominating women, both sexually and socially, and often by means of violence, is an acceptable way for men to assert their masculinity. Rooted in dominant, aggressive and emotionally suppressive behaviour, this narrative dismisses the experiences and needs of victims, with women being particularly affected. This harmful mindset creates significant barriers for GBV victims to seek help and support.

Key AI Study Findings:

1/ Who is interested in this narrative?

• Millennial men were primary drivers of this narrative. Men accounted for 60 per cent of the discourse on the Mastering Masculinity narrative.

• 41 per cent of the posts about the Mastering Masculinity narrative were from individuals aged 25-34 years.

2/ What is the sentiment around this narrative?

• 55 per cent of the conversation around this narrative was negative (for eg, posts reinforced unhealthy traditional gender roles for men, criticising alternatives)

•13 per cent of the conversation around this narrative was neutral (for eg, posts spoke of the link between masculinity and social status/power)

• 32 per cent of the conversation around this narrative was positive (posts encouraged improved behaviour in men, stressing that sexual violence is not a mark of masculinity).

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

• Stable (meaning many people were posting about it, but that number has not grown much from 2021-2023).

Take the challenge – be the change!

How can you challenge this narrative?

• Encourage the men in your life to embrace and express the full spectrum of their human emotions. Allow them the freedom and safety to express sadness and pain, to cry if they need to, and not be judged or ridiculed for it.

• Challenge statements and messages that promote unhealthy forms of masculinity — violence, toxicity, etc.

• Challenge the notion of men’s entitlement to women’s bodies or the belief that men ought to express masculinity by dominating women in violent ways.

These findings are taken 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, and 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.