A University of Sussex DPhil thesis Available online via Sussex Research Online: http://sro.sussex.ac.uk/ This thesis is protected by copyright which belongs to the author. This thesis cannot be reproduced or quoted extensively from without first obtaining permission in writing from the Author The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the Author When referring to this work, full bibliographic details including the author, title, awarding institution and date of the thesis must be given Please visit Sussex Research Online for more information and further details MAKING A DIFFERENCE: A STUDY OF THE ‘SOCIAL MARKETING’ CAMPAIGN IN AWARENESS CREATION OF GENDER BASED VIOLENCE IN GHANA MARIAN TSEGAH THESIS SUBMITTED FOR THE DEGREE OF D.PHIL UNIVERSITY OF SUSSEX DECEMBER 2015 ii I hereby declare that this thesis has not and will not be, submitted in whole or in part to another University for the award of any other degree. Signed Marian Tsegah iii UNIVERSITY OF SUSSEX MARIAN TSEGAH DOCTOR OF PHILOSOPHY MAKING A DIFFERENCE: A STUDY OF THE ‘SOCIAL MARKETING’ CAMPAIGN IN AWARENESS CREATION OF GENDER BASED VIOLENCE IN GHANA SUMMARY Within feminist scholarship advertising – representing women as wives, mothers and sexual objects – has long been regarded as patriarchal, blocking women’s liberation (Talbot 2000) and thus an impossible practice for progressive activism. More recently, however, approaches acknowledge advertising as a ‘tool’ deployed for a range of ‘political’ ends, encouraging changes in values, understandings and behaviors. Such advertising is often referred to as ‘social marketing’. This thesis focuses on one such campaign in Ghana between 2007 and 2009 attempting to raise awareness about gender violence. This campaign is considered in the context of the position of women in post-colonial Ghana and tracked across the different processes of a ‘circuit of culture’ (including production, representation, consumption) through which meanings are made (du Gay et al 1997). The thesis explores the campaign’s inception, production, mobilization within educational and ‘consciousness-raising’ endeavors, the form and textual construction of the ads (largely posters), women’s (and some men’s) understanding of the posters and gender violence. Methodologically, the project involved interviewing twelve individuals in key organizations working with the public, victims, and on the campaign. It also involved collecting a sample of ten ad posters and conducting eight ‘focus group’ discussions with women and some men. Findings suggest that the campaign did lead to increased awareness of gender violence across gender, generations and literacy levels. Nevertheless, audiences/consumers interpreted the campaign posters in very distinctive ways, depending on the resonance with their own lives. Further, constraints on reporting abuse still held, not least on account of the embarrassment and shame of admission. Overall the thesis contributes to scholarship on social marketing but more particularly to debates about improving women’s position in Ghana. iv Acknowledgements My greatest thanks goes to the almighty God for sustaining me through another milestone in my life. To Fude, Christine, Chelsea and Cecil – I say here’s to all the sacrifice you made for my sake. May the good lord richly bless you. My appreciation also goes to the Ghana Education Trust Fund (GETFUND) for the sponsorship they offered me to pursue this degree. Many thanks also go to my supervisor, Janice Winship, who offered her intellectual support to the success of this thesis. I am also indebted to the management of Central University College for granting me a year’s study leave to concentrate as I approached the final stages of my work. My sincere gratitude also goes to Mr. Samuel Berko and his team at The Ark foundation, and to the officials at the headquarters and Sakumono branch of the Domestic Violence and Victim Support Unit (DOVVSU) of the Ghana Police Service. This study would not have been complete without the immense insight they offered me into the issue of gender violence, the anti-violence campaign and the advertisements on the subject. I am also grateful to DOVVSU for the opportunity provided me to interact with some victims. My thanks also go to all the respondents who shared their experiences of abuse with me, and also offered their views about the advertisements they saw on the subject. I really appreciate all of you and pray for God’s sustenance of your lives. Finally, to my entire family, who have supported me in diverse ways throughout this journey, I do not know what I would have done without you. God abundantly bless you. To Jan and the Wards, my UK family, your warmth, encouragement, guidance and immense support saw me through the cold and lonely days in Brighton, and I will forever remain grateful. May God continue to shower his blessings on all of you. v List of abbreviations ADF V1 - The Sixth African Development Forum ADS – Advertising CHRAJ – Commission for Human Rights and Administrative Justice DOVVSU – Domestic Violence and Victim Support Unit of the Ghana Police Service FGM – Female Genital Mutilation FIDA - International Federation of Women Lawyers (FIDA) GLC – Ghana Lands Commission GLSS – Ghana Living Standards Survey IRIN AFRICA – An independent non-profit media organisation INTERNATIONAL NEEDS - An autonomous chartered affiliate of a global not-for-profit organization called International Needs Network MICS – Multiple Indicator Cluster Survey NCWD – National Council on Women and Development NDVP – National Domestic Violence Policy NETRIGHT – Network for women’s rights in Ghana NGO – Non Governmental Organisation UNFPA – United Nations Population Fund UNICEF – United Nations Children’s Fund UNIFEM – United Nations Development Fund for Women WAJU – Women and Juvenile Unit (a precursor for DOVVSU) WILDAF - Women in Law and Development in Africa WISE - Women’s Initiative for Self-Empowerment WHO – World Health Organisation vi CONTENTS Statement of submission Summary Acknowledgements List of abbreviations Appendices List of figures Introduction ……………………………………………………………………………………..2 Chapter 1: Establishing the field …………………………………….……….31 Defining and understanding gender violence…………………………..……..32 Social Marketing ………………………………………………….…..……...42 Feminist media and cultural studies approaches and the ‘circuit of culture’………………………………………………………………………. .49 Circuit of Culture ……………………………………………………………..56 Conclusion………………………………………………………………….…59 Chapter 2: Research design and methodology………………………………………………...61 Feminist methodology………………………………………………...…......61 Design and methods (Preparatory stage)……………………………….…....64 In the field…………………………………………………………………....70 Campaign materials …………………………………….…………………...77 Interview and focus group dynamics ………………………………….…….78 Data analysis ………………………………………………………………...83 Conclusion…………………………………………………………………...83 Chapter 3: A multi-organisational approach to curb violence…………………………….…..85 Patriarchy on the ground: Working with victims……………………….…...85 The need for education………………………………………………….…...94 vii The anti - violence campaign and ‘advertising’: Highlighting and redefining gender violence……………………………………………………………...100 Conclusion………………………………………………………………......105 Chapter 4: Breaking the silence – An analysis of the poster advertisements……………..….107 Using the media; the appeal of poster advertisements ……………………...107 The posters ………………………………………………………………….114 Language and action ………………………………………………………..129 Conclusion…………………………………………………………………..132 Chapter 5: Different ways of seeing – Audience response to the poster advertisements…….135 Knowledge about gender violence ………………………………………….135 The anti-gender violence campaign………………………………………....140 Solutions to life’s experiences …………………………………………...…143 Questioning the ads …………………………………………………………144 Socio-cultural differences: rural and urban…………………………………146 Gender differences, gender identities ………………………………………150 Rising controversy ………………………………………………………….152 Conclusion…………………………………………………………………..155 Chapter 6: Awareness of gender violence; making changes.................................................. 159 Exploring media texts in the everyday…………………………………….. 159 Perceptions on the effects of gender violence…………………………….…168 Reporting abuse, action and personal change…………………………….…173 Out in the public – Challenges ahead……………………………………….178 Conclusion……………………………………………………………….….181 Endnote: Reflecting on the state of gender violence in Ghana 2013……………………..….183 Conclusion…………………………………………………………………………………. 189 Research project…………………………………………………………... 189 viii Research findings……………………………………………………….…. 192 Methodology and methods………………………………………………......201 Moving forwards…………………………………………………………….204 Bibliography…………………………………………………………………………………..208 Appendices………………………………………………………………………………........223 Appendix A Map of Ghana Appendix B Poster Advertisements Appendix C A guide to the analysis of ads Appendix D Letters: The Ark DOVVSU Appendix E Participants information sheet Appendix F Consent form Appendix G Interview guide – The Ark DOVVSU Focus Groups Individual Interviews Appendix H List of Participants Sample Transcript ix List of figures Figure 1 Domestic violence is breaking up our families. Act now to end abuse The Ark Figure 2 Stop spousal violence now!Act now to end abuse The Ark Figure 3 Real men don’t hit women DOVVSU Figure 4 Don’t hide sexual assault, Report abuse!!! Seek help The Ark Figure 5 1 in 3 women suffer