Study of the #metoogreece initiative aimed at informing and raising awareness of sexual harassment, for men and women

Postgraduate Thesis uoadl:3198020 117 Read counter

Κατεύθυνση Ψηφιακά Μέσα Επικοινωνίας και Περιβάλλοντα Αλληλεπίδρασης
Library of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology
Deposit date:
Belitsi Maria Eleni
Supervisors info:
Ελένη Ρεβέκκα Στάιου, Διδάκτωρ. Τμήμα Επικοινωνίας και Μέσων Μαζικής Ενημέρωσης. ΕΚΠΑ
Original Title:
Μελέτη της Πρωτοβουλίας #metoogreece με στόχο την ενημέρωση και ευαισθητοποίηση ανδρών και γυναικών για τη σεξουαλική παρενόχληση
Translated title:
Study of the #metoogreece initiative aimed at informing and raising awareness of sexual harassment, for men and women
This paper refers the #metoogreece project, a political initiative, as organized by the Ministry of Labor and Social Affairs and officially announced by Prime Minister Konstantinos Mitsotakis, to inform and raise awareness of men and women, about sexual harassment.
The theoretical framework of sexual harassment is quite indistinguishable including controversial terms. Although there are tangible examples from the EEOC, it is still difficult for some people to recognize an incident as sexual harassment.
The #Metoo movement, as it begun in America, is being analyzed, summarizing the testimonies of the women who denounced Bill Cosby, Harvey Weinstein, Kevin Spacey and Larry Nassar. The #Metoo movement quickly spread to all countries such as Australia (#Now campaign), Japan (#KuToo), India, etc.
Eventually, the movement arrived in Greece with the testimony of Sofia Bekatorou, followed by lots of other testimonies against famous people in the field of media, art and sports. The movement led to changes in the legal field, with the creation of a code of ethics and the revision of penalties for allegations of sexual and other harassing behavior. As a result, the creation of the website was publicly announced, which will function as a central and official platform for information regarding the sexual harassment, announcement of actions and individual initiatives.
The present study, focusing on the study and evaluation of websites, attempts to seek the kind of information that people want to know on this social issue, the channels/media that are most suitable for the penetration of the information message. It also tries to find the appropriate content of the message that will be communicated, in the various communication channels while an effort is made to search for additional actions that will frame the campaign.
It raises specific assumptions about the public sector's difficulty, the usefulness of co-partnering with Private Sector, and Civil Society, and enhancing the visibility of the project by adding a celebrity as ambassador/influencer. Emphasizes the need to design a communication plan, based on the combination of traditional and non-traditional methods while focuses on the use of simple and understandable language for the success of the penetration of the social message.
The #Metoogreece website is evaluated in terms of content, navigation, and overall experience (UX/UI design) despite its pilot form, while the initiative as a whole, is studied in terms of its effectiveness in transmitting the social message. There are significant shortcomings in content, lack of traditional methods of communication (TV message, radio Spot, poster in physical form, events, etc.).
For this purpose, the researcher conducts a comprehensive research, qualitative and quantitative, and especially a questionnaire evaluate the findings at the first level from the public opinion. Also, an interview with Mr Tremos, Manager in the Department for Demography and Family Policy and Gender Equality was held to see the goals of this political initiative. The conclusions, answer the research’s questions and hypotheses, and are used as a node for the selection of new proposals of the researcher.
A focus group was then set up to evaluate the ideas, to include them in the overall evaluation, and to interpret their applicability. Additional and complementary ideas emerged during the project.
In closing, the conclusions of the overall research are presented, along with the encountered obstacles and shortcomings. Also, reference is being made for new study orientations and studies that are necessary to prevent and decrease the incidents of sexual harassment.
Main subject category:
Social, Political and Economic sciences
Public-Private-People Partnership, Social Media
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Διπλωματική_Μπελίτση Μαρία-Ελένη_AM.7983092000016.pdf (3 MB) Open in new window