Toxic masculinity is the harmful masculinity norms that expect boys and
men to be dominant, aggressive, unemotional, and physically strong in
order to maintain their status in society. It is well documented that
misogynistic content is widely available on social media and has a very
strong influence. Gender stereotypes and misogyny on social media is
influencing youth by the millions. Since there is a strong link between
toxic masculinity and gender-based violence, this is highly problematic.
Adolescence is a critical time period when ideas about gender and
relationships are being solidified and this age group is learning directly
from what they see on social media. Therefore, there is a strong need to
counter-program the ubiquitous and harmful gender norms being pushed
online in order to help prevent gender-based violence for the next
generation.
Information regarding gender preconceptions, role models, and
influences will be gathered through surveys and focus groups with
adolescents in schools in Naples, Italy as well as perpetrators in
treatment. This will help inform the video content that would be most
successful for this age group. My project addresses the "app-gap" for
this age group and will merge entertainment and education in the creation
of counter-programming content online.
Using advertising and marketing strategies can be an effective way to
change deep-rooted cultural beliefs, to influence behavior, and inform
adolescents about healthy relationships. With the creation of a video

series blueprint and pilot video, my goal is to create an ongoing video
series and scale it up for a wider audience in different countries.