Publication: Kadına şiddeti azaltmayı amaçlayan reklama yönelik kadınların tutumu
Abstract
Bireylerin hayatını şekillendiren önemli konulardan biri olan duygular, sosyal yaşamda da güçlü figürlerdir. Duygular olumlu ve olumsuz olmak üzere ikiye ayrılır. Bu çalışmada incelenen olumsuz duygulardan birisi olan şiddetin çeşitli türleri mevcuttur. Cinsiyet temeline dayanan kadına yönelik şiddet ise hem kamusal alanda hem özel alanda kendine yer bulan bir olgudur. Bu çalışmada, tutum, duygu, olumsuz duygu olarak şiddet duygusu ve kadına yönelik şiddet kavramsal olarak ele alınarak kadına şiddeti azaltmayı amaçlayan reklama yönelik kadınların tutumu arasında belirgin bir fark olup olmadığı irdelenmiştir. Kolayda örneklem yöntemi ile 350 kadın katılımcıya kadına şiddeti azaltmayı amaçlayan reklam filmi izlettirilmiş olup ardından online anket uygulanmıştır. Bu kapsamda araştırmanın sonuçları incelendiğinde katılımcıların yaşları, medeni durumu ve en son aldığı eğitim düzeyi, gördükleri şiddet türü ile kadına şiddeti azaltmayı amaçlayan reklama yönelik tutumları arasında anlamlı bir farklılık görülmemiştir. Ancak iş hayatında aktif rol oynayan kadınlar ile iş hayatında aktif rol oynamayan kadınların reklama yönelik tutumları arasında fark saptanmıştır. Araştırma sonuçlarında dikkat çeken diğer bir nokta da şiddete maruz kalan kadın katılımcıların maruz kaldıkları şiddetin boyutu ile kadına şiddeti azaltmayı amaçlayan reklama yönelik tutumları arasında anlamlı fark olmasıdır. ii Araştırmanın diğer bulgularına göre ise şiddetin kimin uyguladığı katılımcılar için oldukça önemlidir. Akraba tarafından ve yabancı biri tarafından şiddet gören kadın katılımcıların reklama yönelik tutum puanlarının, eşten şiddet gören kadınlara oranla daha fazla olduğu görülmüştür.
Emotions, one of the important issues that shape the lives of individuals, are also powerful figures in social life. Emotions are divided into positive and negative. There are various types of violence, which is one of the negative emotions examined in this study. Violence against women based on gender is a phenomenon that finds its place in both the public and private spheres. In this study, it has been examined whether there is a significant difference between the attitudes of women towards advertising, which aims to reduce violence against women, by considering the attitude, emotion, the sense of violence as a negative emotion, and violence against women conceptually. With the convenience sampling method, 350 female participants were made to watch a commercial film aimed at reducing violence against women, and then an online questionnaire was applied. In this context, when the results of the research were examined, no significant difference was observed between the ages, marital status and last education level of the participants, the type of violence they experienced and their attitudes towards iv advertising aimed at reducing violence against women. However, a difference was found between the attitudes of women who play an active role in business life and women who do not play an active role in business life. Another striking point in the results of the research is that there is a significant difference between the extent of violence experienced by female participants who are exposed to violence and their attitudes towards advertising aimed at reducing violence against women. According to the other findings of the research, it is very important for the participants who applies the violence. It has been observed that the attitude scores of female participants who have been subjected to violence by relatives and strangers towards advertising are higher than those of women who have been subjected to violence by their spouses.
Emotions, one of the important issues that shape the lives of individuals, are also powerful figures in social life. Emotions are divided into positive and negative. There are various types of violence, which is one of the negative emotions examined in this study. Violence against women based on gender is a phenomenon that finds its place in both the public and private spheres. In this study, it has been examined whether there is a significant difference between the attitudes of women towards advertising, which aims to reduce violence against women, by considering the attitude, emotion, the sense of violence as a negative emotion, and violence against women conceptually. With the convenience sampling method, 350 female participants were made to watch a commercial film aimed at reducing violence against women, and then an online questionnaire was applied. In this context, when the results of the research were examined, no significant difference was observed between the ages, marital status and last education level of the participants, the type of violence they experienced and their attitudes towards iv advertising aimed at reducing violence against women. However, a difference was found between the attitudes of women who play an active role in business life and women who do not play an active role in business life. Another striking point in the results of the research is that there is a significant difference between the extent of violence experienced by female participants who are exposed to violence and their attitudes towards advertising aimed at reducing violence against women. According to the other findings of the research, it is very important for the participants who applies the violence. It has been observed that the attitude scores of female participants who have been subjected to violence by relatives and strangers towards advertising are higher than those of women who have been subjected to violence by their spouses.
Description
Keywords
Aile içi şiddet, Ailede kadına kötü muamele, Attitude, Duygu, Emotion, Family violence, Kadına Yönelik Şiddet Violence, Social problems, Social problems in mass media, Sosyal sorunlar, Sosyal sorunlar, Kitle iletişim araçlarında, Şiddet, Şiddet, Kitle iletişim araçlarında, Tutum, Violence Against Women, Violence in Mass Media, Wife abuse