ABSTRACT

This article describes a focus group study exploring university students’ perspectives of sexual violence prevention campaigns with the goal of developing a social marketing campaign that would resonate with university students. Seventy-one students at one university in Aotearoa/New Zealand provided feedback in 15 focus groups. Findings of an inductive thematic analysis indicate that students think sexual violence prevention campaigns should depict diversity in perpetrator and victim identity and focus on more subtle contexts of sexual violence. These findings have implications for the development of sexual violence prevention campaigns. In particular we discuss how universities must balance tensions between designing palatable and relatable prevention campaigns while also reflecting and addressing the underlying gendered nature of sexual violence.

摘要

本文描述了一个焦点小组研究，探讨了大学生预防性暴力运动的观点，目的是开发一种能够引起大学生共鸣的社会营销运动。新西兰Aotearoa的一所大学的71名学生在15个焦点小组中提供了反馈。归纳性主题分析的结果表明，学生认为预防性暴力运动应描绘出犯罪者和受害者身份的多样性，并应关注性暴力的更微妙背景。这些发现对预防性暴力运动的发展具有重要意义。特别是，我们讨论了大学如何在设计可口的和相关的预防运动之间平衡张力，同时也要反映和解决性暴力的基本性别特征。