“Esse é homem de verdade” estudo exploratório
: ser homem em Moçambique e a promoção de masculinidades positivas em campanhas de comunicação para mudança social e comportamental

  • Débora Maura Homem Quatorze (Student)

Student thesis: Master's Thesis

Abstract

Studies undertaken in Mozambique are starting to find attributes associated with positive masculinities, such as being vulnerable or rejecting gender-based violence, therefore defying the hegemonic masculinities that are dominant in the country – the strong, infallible, manly, and authoritarian man. To many, not conforming with dominant gender social norms means to not be considered a “real man” - a common expression in the country. Social and Behavioral Change Communication campaigns, which have only recently begun to pay special attention to representing positive masculinities, can have a significant contribution towards questioning and changing gender norms and behaviors. However, they can also perpetuate hegemonic masculinities. Using qualitative methods, this study analyses how masculinities are represented in Public Service Announcements integrated in change communication campaigns produced in Mozambique, and interviews 18 to 34 year-old men living in Maputo City or province in order to understand whether they identify with those representations, as well as their definition of a “real man”. The results point towards a Mozambican man who builds his identity from attributes and social expectations rooted in hegemonic masculinities – frequently, the man he was taught to be – and positive masculinities that break with the dominant norm – the man he aspires to be and wishes to teach his sons to be. This study hopes to contribute to that future change communication campaigns engage in deeper reflections about the masculinities they represent and promote, and that the men who seek to adopt, and indeed adopt, positive masculinities find encouragement in those campaigns.
Date of Award26 Jan 2024
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorIoli Campos (Supervisor)

Keywords

  • Social norms
  • Gender
  • Masculinities
  • Behavior
  • Change communication

Designation

  • Mestrado em Ciências da Comunicação

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