ABSTRACT

This paper explores the discursive construction of boys in two Australia domestic violence primary prevention advertisement campaigns. The first, ‘Stop it at the Start’, is an Australian government initiative which launched in 2016 and includes five different video shorts. The second is the Victorian Government’s 2016 ‘Respect Women. For Our Children’s Future’ campaign, which includes two video advertisements: ‘Nothing Good about Dads Who Abuse Women’ and ‘Family Violence Has No Good Days’. We explore the tendency of these campaigns to construct boys as future perpetrators; their representation of boys’ unambiguous and painless inculcation into masculine violence; their lack of attention to the psychological effects of boys’ experiences of witnessing domestic violence; how the ‘future’ framing of the advertisement diverts attention away from violence done to women in the present; and, their failure to represent feminist education for boys. By examining these limitations, we draw attention to the places where an affirmative feminist studies of boys is needed in order to address the realities and needs of boys in the present.

摘要

本文探讨了两个澳大利亚家庭暴力初级预防广告活动中男孩的话语建构。第一个是“从一开始就停止”，是澳大利亚政府于 2016 年发起的一项倡议，其中包括五个不同的视频短片。二是维州政府2016年的“尊重女性”。为我们孩子的未来”活动，其中包括两个视频广告：“虐待妇女的爸爸没什么好”和“家庭暴力没有好日子”。我们探讨了这些运动将男孩塑造为未来犯罪者的趋势；它们代表了男孩对男性暴力的明确和无痛的灌输；他们缺乏对男孩目睹家庭暴力经历的心理影响的关注；广告的“未来”框架如何将注意力从当前对女性的暴力行为上转移开；而且，他们未能代表男孩的女权主义教育。通过检查这些局限性，我们提请注意需要对男孩进行积极女权主义研究的地方，以解决男孩当前的现实和需求。