Department of Sociology, University of New Hampshire, Durham, NH 03824, USA.
J Interpers Violence. 2011 Mar;26(5):971-90. doi: 10.1177/0886260510365870. Epub 2010 Jun 3.
Bystander-focused in person sexual violence prevention programs provide an opportunity for skill development among bystanders and for widening the safety net for survivors. A social marketing campaign was designed modeling prosocial bystander behavior and using content familiar to target audience members by staging and casting scenes to look similar to the people and situations that the target audience regularly encounters. We refer to this sense of familiarity as social self-identification. In this exploratory study, we attempt to understand how seeing oneself and one's peer group (e.g., social self-identification) in poster images affects target audience members' (e.g., college students) willingness to intervene as a prosocial bystander. The posters in the social marketing campaign were displayed throughout a midsize northeastern public university campus and neighboring local businesses frequented by students. During the last week of the 4-week poster display, the university's homepage portal featured an advertisement displaying a current model of an iPod offering undergraduate students an opportunity to win the device if they completed a community survey. We found that among students who had seen the posters, those who indicated that the scenes portrayed in the posters looked like situations that were familiar to them were significantly more likely to contemplate taking action in preventing a situation where sexual violence had the potential to occur. Furthermore, students who indicated familiarity with the poster content were more likely to indicate that they had acted in a manner similar to those portrayed in the poster. Future directions based on findings from this exploratory study are discussed.
旁观者为中心的性暴力预防项目为旁观者提供了技能发展的机会，并为幸存者扩大了安全网。我们设计了一场社会营销活动，通过模仿目标受众成员熟悉的内容来塑造亲社会的旁观者行为，并通过场景策划和选角，使场景看起来类似于目标受众经常遇到的人和情况。我们将这种熟悉感称为社会自我认同。在这项探索性研究中，我们试图了解在海报图像中看到自己和自己的同龄群体（例如，社会自我认同）如何影响目标受众成员（例如，大学生）作为亲社会的旁观者进行干预的意愿。社会营销活动中的海报在一所位于东北部的中等规模的公立大学校园以及学生经常光顾的当地企业中展示。在海报展示的最后一周，该大学的主页门户上刊登了一则广告，展示了一款当前型号的 iPod，为本科生提供了一个机会，如果他们完成了一项社区调查，就有机会赢得该设备。我们发现，在看过海报的学生中，那些表示海报上描绘的场景看起来熟悉的学生，更有可能考虑采取行动防止可能发生性暴力的情况。此外，那些表示对海报内容熟悉的学生更有可能表示，他们的行为与海报上描绘的行为相似。根据这项探索性研究的结果，讨论了未来的方向。
