Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)

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The Role of Advertising in Addressing Online Sexual Harassment: Pilsen’s Male-Focused Campaign During COVID-19

Authors
Gabriela Gamarra1, *, Francisco Arbaiza1
1Peruvian University of Applied Sciences, Prolongación Primavera 2390, Lima, 15023, Peru
*Corresponding author. Email: u201720395@upc.edu.pe
Corresponding Author
Gabriela Gamarra
Available Online 3 October 2023.
DOI
10.2991/978-94-6463-254-5_23How to use a DOI?
Keywords
Social Marketing; Online Sexual Harassment; Femvertising
Abstract

During the pandemic, brands have rethought their advertising communication around the global crisis, while people immerse themselves even more in the virtual world. It is important to study these changes because the increase in internet usage has led to a deepening of negative behaviors by men, such as online sexual harassment towards women which is a globally harmful problem. Therefore, it is essential to pay attention to this behavior and understand men’s perception of this problem that harms their own gender. In this context, the social marketing strategy is analyzed as a tool to change the behavior or thoughts of an audience towards a social problem. In particular, the “Banners Against Online Sexual Harassment” campaign by the beer brand Pilsen Callao, launched on different digital platforms to denounce and expose online sexual harassment that has increased during the pandemic. The study was conducted through a qualitative methodology, with 15 semi-structured interviews with Peruvian university students, aimed at identifying their perception of the campaign. The results show a lack of empathy by men towards online sexual harassment of women, which is mainly done on Instagram, one of the most widely used social media platforms in cyberspace. This study highlights the importance of continuing to work on raising awareness and preventing online harassment towards women, involving men in the fight against this globally harmful problem.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
3 October 2023
ISBN
10.2991/978-94-6463-254-5_23
ISSN
2667-128X
DOI
10.2991/978-94-6463-254-5_23How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Gabriela Gamarra
AU  - Francisco Arbaiza
PY  - 2023
DA  - 2023/10/03
TI  - The Role of Advertising in Addressing Online Sexual Harassment: Pilsen’s Male-Focused Campaign During COVID-19
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
PB  - Atlantis Press
SP  - 226
EP  - 237
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-254-5_23
DO  - 10.2991/978-94-6463-254-5_23
ID  - Gamarra2023
ER  -