The Role of Online and Social Media in Combating Sexual Harassment in Egypt
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American University in Cairo AUC Knowledge Fountain Theses and Dissertations 6-1-2018 The role of online and social media in combating sexual harassment in Egypt Mariam Saleh Follow this and additional works at: https://fount.aucegypt.edu/etds Recommended Citation APA Citation Saleh, M. (2018).The role of online and social media in combating sexual harassment in Egypt [Master’s thesis, the American University in Cairo]. AUC Knowledge Fountain. https://fount.aucegypt.edu/etds/436 MLA Citation Saleh, Mariam. The role of online and social media in combating sexual harassment in Egypt. 2018. American University in Cairo, Master's thesis. AUC Knowledge Fountain. https://fount.aucegypt.edu/etds/436 This Thesis is brought to you for free and open access by AUC Knowledge Fountain. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of AUC Knowledge Fountain. For more information, please contact [email protected]. The American University in Cairo Global Affairs and Public Policy THE ROLE OF ONLINE AND SOCIAL MEDIA IN COMBATING SEXUAL HARASSMENT IN EGYPT A Thesis Submitted to The Journalism and Mass Communication Department in partial fulfillment of the requirements for the degree of Master of Arts by Mariam Saleh under the supervision of Dr. Hussein Amin Fall 2017 Abstract Violence against women – particularly sexual harassment is a widespread problem faced by women around the world. In Egypt, research shows that a large number of women have been harassed at least once in their lifetime. The Egyptian Government, international organizations and non-governmental organizations have been working for several years on interventions and activities to combat sexual harassment. With the widespread use of online and social media in Egypt, this new media became a better and easily accessible form of conveying combating sexual harassment messages. This study, thus, aims to identify ways through which online and social media could be used through development communication campaigns to combat sexual harassment in Egypt. The study is based on a theoretical framework built on the Social Ecological Model, and seeks to identify how online and social media could be utilized along its five levels to combat harassment through social change, social mobilization, and advocacy. The study uses the single exploratory case study of HarassMap – an Egyptian NGO working on combating sexual harassment through online and social media. Theoretical propositions were developed for each of the five levels, and based on a content analysis of HarassMap’s website and Facebook Page, the theoretical propositions were verified and modified. Findings of the study show that online and social media could be used through functional participatory communication campaigns, following a social change and social mobilization approach to: (1) encourage sexual harassment survivors to respond to harassment through changing beliefs, increasing self-efficacy, and changing behavior through social prompting; (2) encourage bystander intervention through changing beliefs, increasing bystander-efficacy, and changing behavior through social prompting; (3) change the society’s attitudes and beliefs as related to assignment of responsibility and attribution of sexual harassment and increase the society’s collective-efficacy to fight acceptability of harassment; (4) advocate for organizational change to have sexual harassment-free workplaces/educational institutions through targeting the organization and its surrounding environment; and (5) advocate for more stringent sexual harassment law/law enforcement. Keywords: Combating Sexual Harassment, Social Ecological Model, Social Change, Social Mobilization, Efficacy, Social Prompting, Advocacy, Organizational Change, Bystander Intervention II Dedication To every survivor who fearfully responds, and stands up against harassment To every human being who is still humane and chivalrous enough to intervene when they witness harassment You’re the ray of light in the darkest skies To the January 25 Revolution I owe to you who I am today, Thank you for opening my eyes, widening my horizon, and making me a better person III Acknowledgement I cannot begin this acknowledgement by anything but thanking Dr. Hussein Amin for being the most understanding and supportive advisor anyone could wish for. Thank you for advising this thesis, and giving me the chance to learn from your great knowledge. I’m also forever grateful for offering me words of consoling, listening to my personal problems and telling me your own personal stories just to show me that I’m not alone. I also would like to thank the following people whom I’ve been blessed with during working on this thesis: Dr. Rasha Allam and Dr. Tara El Kadi for accepting to be my readers on such a short notice. Thank you also for your very valuable comments and advice which helped me add more value to the thesis. The JRMC faculty and staff for making this Master’s program not only an excellent learning experience to me, but also an enjoyable one. My mother, who has always been a living example of what it means to be a strong, independent, dependable woman. Thank you for showing me that this is not just a cliché, but actions that you take every single day. Thank you for bringing me up to strive to be as resilient as you are, to always have the willingness to persevere. Working on this thesis while having a demanding fulltime job hasn’t been easy at times, I wouldn’t have been able to do it without you always pushing me to be the best I could be. My father, for always showing me what it means to dare to dream, for always pushing me to pursue and do what I love, to spread my wings and fly, even if it meant switching education and careers from engineering to development and mass communication. Thank you for always believing in me, even when it felt like I’m doing something crazy. Thank you also for teaching me to always do the best job I can do, even if it means sleeping less and working more. I wouldn’t be writing this acknowledgement for a thesis submitted to the JRMC department if it weren’t for your support. My grandmother, for the endless number of times she read suret yaseen for me during my SATs in high-school, my undergraduate exams at the GUC, and my comprehensive exams at the AUC, and whom I’m sure would have been praying for me during my thesis defense had she been able to. I wish you that you live your coming days happily and in peace, with no more pain. IV My fiancé, for giving me endless support throughout the writing of this thesis. Thank you for believing in me, and for always helping me believe in myself when I was in doubt. Thank you for always helping me in every possible way, with comforting words at times, and encouraging words other times. Thank you for always making time to help me go through the endless sexual violence posts even when they were too horrible to read. Thank you for helping me with tens of Excel graphs that I would have otherwise spent days trying to do. Thank you for always making me feel that it’s okay for us to postpone tons of things that we should have been doing, just to focus on my thesis. If it weren’t for everything you’ve done, I would be far from done now. My dear friends – MentAllah Hussein and Reham Gamal, whom I’ve been blessed with during this program for always giving me all the advice, support and encouragement anyone could wish for. Working with you on the many researches we’ve done together in the past years has been very interesting and fun. I hope we’d get the chance to work together on more fun projects. Finally, I must thank the team behind HarassMap – whom I haven’t had the pleasure of meeting during the writing of this thesis – for their amazing and innovative work to fight sexual harassment – a problem all Egyptian women suffer from. As an Egyptian woman, your work gives me hope in a better future and safer Egypt for us all. V Table of Contents 1 Introduction ............................................................................................................... 1 1.1 Context .......................................................................................................................... 1 1.2 Problem Statement ........................................................................................................ 3 1.3 Scope and Purpose of the Study ..................................................................................... 4 1.3.1 Research Questions ...................................................................................................... 5 1.4 Limitations ..................................................................................................................... 6 2 Theoretical Framework .............................................................................................. 7 2.1 Introduction ................................................................................................................... 7 2.2 Social Ecological Model .................................................................................................. 8 2.3 The SEM in the Development Communication Context .................................................. 9 2.4 Theories of Social Change and Social Mobilization ....................................................... 12 2.4.1 Efficacy ....................................................................................................................... 15 2.4.2 Social Mobilization ....................................................................................................