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10 Crime Media Culture 3 (2014)

handle is hein.journals/cmctre10 and id is 1 raw text is: 


                                                                         Crime Media Culture
This is Abuse..           Or is it? Domestic                            2014, Vol 10(1) 3-22
                        i  i© The Author(s) 2014
                                                                      Reprints and permissions
abuse perpetrators' responses to                             sagepub co uk/journalsPermissionsoav
                                                                DOI 10.1177/1741659013475462
anti-domestic violence publicity                                           cmc sagepub com

David Gadd
University of Manchester, UK

Mary-Louise Corr
Edinburgh Napier University, UK

Claire L Fox
Keele University, UK

Ian Butler
University of Bath, UK

Social marketing has become a key component of policy initiatives aimed at reducing the
incidence of domestic abuse. However, its efficacy remains debated, with most measures of
effectiveness being somewhat crude. More subtle effects of social marketing, such as the
boomerang effect whereby the message engenders the opposite effect to that intended, have
been detected, suggesting a need for modes of analysis sensitive to the multiple ways in which
viewers react to social opprobrium. This article attempts to deliver just this. It begins with a short
history and critique of the concept of social marketing. It then proceeds to explore the utility of
the more complex notion that viewers often identify with the subject positions thrown open by
social marketing on a quite temporary basis, before reconfiguring them. Using the responses
of domestic abuse perpetrators exposed to the UK Government's This is Abuse campaign
film, the article shows how contradictory identifications with both anti-violence messages and
victim-blaming discourses are negotiated by those young men prone to perpetrating domestic
abuse. The article concludes by exploring how effectiveness might be better conceptualised and
assessed with regard to the impact of anti-violence social marketing that speaks to domestic
abuse perpetrators.

Corresponding author:
David Gadd, School of Law, University of Manchester, Manchester M1 3 9PL, UK.
Email: david.gadd@manchester.ac.uk

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