Social and Behavioral Sciences Commons^™

How Collective Norms And Media Use Affect Attitudes About Violence Against Women And Contraception Use In Sub-Saharan Africa, Erica Sedlander, Rajiv N. Rimal

GW Research Days 2016 - 2020

Background: Contraceptive use and attitudes about violence against women, though enacted at the individual level, are also driven by factors at the interpersonal and social levels. The role of mass media in promoting social norms surrounding these attitudes and behaviors has not received much scholarly attention but can be helpful to illuminate areas for intervention.

Hypothesis: We proposed and tested the hypothesis that collective norms (defined as a groups aggregate behavior or attitudes) would be associated with individual level attitudes (tolerance towards violence against women) and behaviors (contraception use). This relationship was further hypothesized to vary by media use, such …