The Man Brand: Why Public Campaigns Hide Half of Intimate Partner Violence

Jean Jaymes West, Ph.D.
California State University, Bakersfield School of Business & Public Administration, Department of Management & Marketing, Bakersfield, CA, USA

Series: Social Issues, Justice and Status
BISAC: FAM001030




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This book explores public perceptions, often reinforced by public service advertising campaigns, of stereotypes tied to violence—which frequently portray men only as the aggressor, the abuser, or the perpetrator, and women only as vulnerable, helpless victims. What is even more disturbing is that research suggests that the abuse of men is often viewed by the public as a “joke.” It is hard for the public and law enforcement to perceive of males as “victims,” as that is not part of the public perception of the “man brand.” This research investigates exactly what that public perception of the “man brand” is—and why public beliefs tied to gender stereotypes might be inaccurate—as well as what hinders a full understanding and public acknowledgement of the true nature of that “brand.” This work takes a progressive first step in expanding a complete understanding of what reinforces stereotypes tied to gender and intimate partner violence.


Key Words



Chapter 1. Review of Literature

Chapter 2. Current Images of Male Roles in the 21st Century

Chapter 3. Validation of Public Perceptions of Gender Stereotypes

Chapter 4. The Hidden Half of Intimate Partner Violence Today: Gender Equal Violence

Chapter 5. Feminist Perceptions of Intimate Partner Violence

Chapter 6. Female Aggressors in the Workplace: Bullying is Violence

Chapter 7. The Backlash of Progress: A Justice System Gone Too Far

Chapter 8. Perspectives on Effects of Media and Advertising

Chapter 9. Balancing the Gender Equation

Chapter 10. Conclusions and Implications for Future Research: What Can We Do Now?


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