From Awareness to Action: How Social Media Users Respond to Femicide Cases
From Awareness to Action: How Social Media Users Respond to Femicide Cases

Author(s): Gjorgjina Sherovska
Subject(s): Gender Studies, Studies in violence and power
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Femicide; Marketing; Social media marketing; Marketing culture
Summary/Abstract: Femicide is a grave violation of fundamental human rights, such as the right to life, liberty, and personal security, as well as a formidable hindrance to social and economic progress. By definition, femicide is the premeditated killing of a female person due to their gender. This phenomenon is the result of a multitude of risk factors at the individual, interpersonal, community, and societal levels. The magnitude of what has been dubbed the "shadow pandemic" is evidenced by the mounting violence inflicted on women. This research seeks to analyze the role of social media marketing in bringing awareness to the issue of femicide, namely, its effect on public opinion, the degree to which it increases awareness of the rising femicide rate, and the reactions of social media users when confronted with individual cases. To achieve this, a phenomenological study with a Likert scale was conducted, involving 100 participants in North Macedonia aged between 18 and 60. The findings indicate that the majority of respondents do not believe that social media provides an impetus for people to take action against femicide and their concerning note is witnessing online harassment or bullying related to femicide or violence against women on social media. Empowering the potential of creating a safe and supportive environment for discussing and addressing issues of femicide and violence against women in the social media space.

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