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Client Case Study: Ditch The Label - Doing More With Social
The document discusses the research conducted by Ditch the Label, a prominent anti-bullying charity focused on helping teens, to understand gender constructs and their impact on bullying and mental health. It highlights the significance of social media data to reduce bias in research while revealing troubling statistics regarding masculinity and misogyny among youth. The findings aim to inform the charity's support programs and campaigns to promote awareness and societal debate around these critical issues.
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Client Case Study: Ditch The Label - Doing More With Social
- 1. Ditch The Label Genderconstructs in the digital age ED CROOK/ RESEARCH MANAGER, BRANDWATCH LIAM HACKETT/ CEO, DITCH THE LABEL
- 2. NOW YOU KNOW| #NYKCONF BRANDWATCH.COM Liam Hackett @DiageoLiam CEO, DitchThe Label ditchthelabel.org Ed Crook @ed_crook Research Manager, NA& LATAM brandwatch.com
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- 4. About Ditch TheLabel We’re one of the largest anti-bullying charities in the world, helping teens aged 12-25 to overcome bullying through digital mentorship, advice guides and campaigns. Here are a few things that make us different: ● We’re digital ● Our proposition as a youth brand ● Our emphasis on research ● Proactive and reactive support We work across the UK, USA and Mexico. It’s estimated that every 3 minutes, 1 young person benefits from Ditch the Label support.
- 5. ● Findings fromThe Annual Bullying Survey 2016 show that males are more likely to bully and least likely to report bullying. ● We know that suicide is the biggest killer of young men. ● Toxic masculinity leads to war, crime and violence. ● Majority of young girls want to change their appearance. ● Young girls don’t think they are good enough for male-dominated industries. Why we needed this research
- 6. ● We usuallyuse surveys to conduct our research, but the key limitation is social bias. ● Social data is more observational and less biased, in a way. ● Social media is so parallel to our audience and their identity, it made sense to incorporate social data into our research strategy. ● It gave us access to a huge amount of publicly available data with complex analysis. Why social research?
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- 8. BRANDWATCH.COM Challenge When segmenting byregions and demographics: • Population density • Social media use Solution • Two queries, one for insults and one for neutral debate Extraneous variables
- 9. BRANDWATCH.COM “ Don’t besuch a little bitch about it “ “ That bimbo needs to sit down“ “ He is just a misogynistic, narcissistic, whiney little bitch, How idiotic.“ “ You should be allowed to do ur thing, be a slut, do what you want!“ Defining misogyny
- 10. BRANDWATCH.COM Defining masculinity Challenge • Researcherbias Solution • Define construct using • social data.
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- 13. BRANDWATCH.COM Attitudes towards masculinityconstructs 12% 21% 20% 14% 8% 7% 6% 6% 11% 6% 10% 4% 0% 25% 50% 75% 100% Preferences Personality Behaviour Appearance PERCENTAGEOFMENTIONS ASPECTS OF MASCULINITY Other Proud Educating Humor Sarcastic Neutral Questioning Struggling Frustration Anger
- 14. BRANDWATCH.COM Reactions to nonconformity 1% 2% 2% 2% 3% 5% 8% 21% 32% 33% Upset/Disappoint ed Discouraging Persuading Suprised/Shocke d Teasing(Mean) Agreeing Encouraging Teasing (Humor) Supporting Neutral/Indifferent 9% Negative 30% Neutral 61% Positive
- 15. BRANDWATCH.COM Misogynistic language morecommon among females Sexual promiscuity Animal Appearance Sexual orientation Intelligence Sexual anatomy Male UK Male US Female UK Female US 52% 53% 48% 47% 0% 25% 50% 75% 100% Misogynistic insults Discussion about misogyny %MENTIONS Male Female
- 16. BRANDWATCH.COM Educators play pivotalrole in gender debate MoreDebateMoreHateSpeech -100 -50 0 50 100 Transphobia Homophobia Masculinity Misogyny Educators Family & Parents
- 17. BRANDWATCH.COM Gender constructs tiedto other discrimination RACISM TRANSPHOBIA HOMOPHOBIA MASCULINITY MISOGYNY REPUBLICAN DEMOCRAT MASCULINITY 0.241 0.581 0.431 0.560 0.605 0.340 MISOGYNY 0.741 0.505 0.528 0.560 0.311 -0.929 RACISM TRANSPHOBIA HOMOPHOBIA MASCULINITY MISOGYNY TURNOUT 2015 LONG TERM UNEMPLOYMENT MASCULINITY 0.279 -0.443 0.157 0.376 0.128 0.101 MISOGYNY 0.632 -0.334 0.752 0.376 -0.307 0.405 US UK
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- 19. Brands challenging masculinityconstructs BRANDWATCH.COM
- 20. • Helps usbetter understand the issues so that we can adapt our support programmes online. • Helps us bring awareness to the issues and to encourage societal debate - the knowledge is now freely available. • Will feed into our future campaigns and materials for young people. How will we use the data?
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- 22. NOW YOU KNOW| #NYKCONF BRANDWATCH.COM BRANDWATCH.COM | #NYKCONF