Eliza Carolina Vayas Ruiz e-mail(Login required) , Álvaro Jiménez Sánchez e-mail(Login required)

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Eliza Carolina Vayas Ruiz e-mail(Login required)
Álvaro Jiménez Sánchez e-mail(Login required)

Abstract

126
Attitudes towards gender roles are the first barrier to achieving the reduction of this type of intolerance, especially among young people who are at a developmental stage that is very susceptible to the assimilation of inappropriate behaviors and to have mistaken beliefs in this regard. Health communication emerges as a tool to take into consideration among the different ways of social intervention available in this field. This research assessed the sexist attitudes and beliefs of 502 college students of whom 169 participated in an activity based on the viewing of 4 video clips related to gender violence. The results showed a statistically significant reduction in the scores of most items, especially among young women. At the same time, a relationship was found between the attitudes and other elements such as the evaluation of the video clips or the identification with the main character. It is concluded that the communicative strategy used is effective and that this contributes to the development of media literacy regarding gender topics.

Keywords

Gender violence, Young people, Health communication, Media literacy, Video clip, Ecuador

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