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Positive Masculinities, Gender-Based Violence, Men, Manhood, and Identity

15 March 2023 | Story Chelepe Mocwana | Photo Grand Epic Photography

Opinion article by Chelepe Mocwana, Senior Officer in the University of the Free State Unit for Institutional Change and Social Justice, Gender Equality and Anti-Discrimination Office.

Gender-Based Violence Challenges Facing Men and Young Boys

Men in South Africa and male students at higher education institutions (HEIs) are faced with the challenge of the social construction of what constitutes a ‘man’. This difficulty is rooted in social norms that are embedded in hetero-patriarchal social systems and beliefs. The manifestation of these beliefs is projected in social realities that are configured within power structures. The scourge of gender-based violence and femicide against women and girls, gender and sexual minorities, is a playout of power dynamics that enable the perpetrator to violate their subject. This form of violence is often perpetuated by men against women or gender and sexual minorities. This is exacerbated and compounded by several issues.

This includes poverty, socialisation, heteronormativity, political history, mental health, unhealthy sexual practices, and toxic masculinities. Men – especially young men – find themselves without a safe space to express themselves about the challenges they face in society today. Other than men feeling that they have no space to engage, there seems to be a general resistance among men to achieve gender equity and partner with women(x) to eradicate gender-based violence. Some of the resistance is due to the socialisation of men. These are behaviours and cultures that men have adopted over time, normalised, and end up accepting as norms and acceptable behaviour. Men today are faced with the challenge of identity and manhood.

This begs the question. What does it constitute to be a ‘man’ in this time and age? Issues of manhood and identity among young men today are complex and multifaceted. Historical, cultural, and social factors have played a role in shaping these concepts. In African societies, rituals play a major role in forming our identity and manhood. Some of the narratives around these rituals have led to toxic masculinities and related practices formed by men. Globalisation and social media have influenced men’s views on manhood; therefore, a concerted effort is needed to focus on establishing an identity and manhood that is relevant and applicable to the Global South.

Why Positive Masculinities

Men must find a space to look at their masculinity again. Therefore, we submit that positive masculinity programmes must be promoted as men engage. The objective of such programmes is to promote healthy and constructive expressions of masculinity. Masculinity that makes men comfortable to express their emotions and to be vulnerable. Spaces where they can engage without being judged when they express themselves. Masculinity that are based on values of respect, empathy, responsibility, and emotional intelligence. Men must challenge harmful gender norms and stereotypes, harmful cultural and social norms that perpetuate toxic and violent expressions of masculinity, gender-based violence, and homophobia, and start to promote more inclusive and equitable social norms.

Men are needed who will empower boys and men. Positive masculinity aims to empower men to become positive role models and leaders in their communities. This involves promoting a sense of responsibility and accountability and encouraging men to use their influence to promote positive social change. Ultimately, the objectives of positive masculinity are to promote a more inclusive, equitable, and just society, where individuals of all genders can thrive and reach their full potential. Accountability entails having awareness and acknowledgment of the power and privilege that comes with patriarchy and male privilege; robustly engaging with institutional policies, procedures, and culture to achieve gender equity; respecting and promoting women’s leadership in the gender space and society in general, and continued cooperation with women and gender activists.

Going into the future

It is time for men to speak up and stop being bystanders and onlookers. It is through the promotion of positive and healthy expressions of masculinity that the scourge of gender-based violence can be eliminated. We will achieve equity when we strive to put women, girls, LGBTQI people, and the most marginalised communities at the centre of our awareness and advocacy efforts. No one should be left behind. Men must be partners in eliminating gender-based violence. Men should listen and take women and children seriously; protect women and children and keep them safe; help them to know their rights to be free from violence and abuse; and choose the man they want to be and/or become.

News Archive

UFS Communication and Brand Management receives two prestigious international awards

2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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