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Masculinity matters: using entertainment education to engage men in ending violence against women in India

Abstract In this article, R.W. Connell's notion of hegemonic masculinity is used to examine the role of male gender norms in perpetuating violence against women. The researchers discuss the implications for entertainment-education (EE) programmes that seek to promote gender equality by modelling alternative forms of masculinity and sparking critical dialogue about gender-equitable masculine norms. First, theories are reviewed that contextualise masculinity and media to establish a strategic foundation for engaging men through EE. Next, a case study is undertaken of media campaigns by Breakthrough, a human rights organisation that has produced a number of media and EE initiatives to address violence against women. The article highlights five specific ways in which men can be represented in media campaigns with EE components: 1) invisible men; 2) men as perpetrators; 3) men as allies; 4) men as agents in challenging hegemonic masculinity; and 5) men as agents in redefining manhood.