Gender Democratization: A Content Analysis of the Social Media of Two Social Promotion Associations

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Author(s): Giuseppe Masullo (University of Salerno, Italy), Angela Delli Paoli (University of Salerno, Italy) and Sara Tomasiello (University of Salerno, Italy)
Copyright: 2022
Pages: 24
Source title: Handbook of Research on Advanced Research Methodologies for a Digital Society
Source Author(s)/Editor(s): Gabriella Punziano (University of Naples Federico II, Italy) and Angela Delli Paoli (University of Salerno, Italy)
DOI: 10.4018/978-1-7998-8473-6.ch042

Keywords: Information Science Reference / Library & Information Science / Research Methods

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Abstract

Misogyny and gender violence are the result of social and cultural predetermination of gender roles. Indeed, eradicating role prescriptions is a real revolutionary action which implies escaping from male and masculinity hegemony and rethinking male identities. It is therefore crucial to create pathways of democratization of gender that aim to create real paths of equality between genders abandoning the social predetermination of gender roles. This challenge has become the goal of some social promotion associations which try to break down gender-based violence and the stigma attached to it. The chapter aims to investigate how these associations operate to democratize gender through a content analysis of messages posted on their respective Facebook pages. The unit of analysis of the study is constituted by the last 200 posts produced in these two Facebook pages for a total of 400 posts analyzed. Findings identify renewed spaces of masculinity (for example fatherhood) not adhering to the main stereotypes.

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Gender Democratization: A Content Analysis of the Social Media of Two Social Promotion Associations

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