Influence of popular media on justification and perpetration of intimate partner violence in India: A multilevel perspective

Background: Intimate partner violence (IPV) is widely prevalent around the world, with serious consequences for women and their families. While media campaigns are considered powerful agents for positively influencing health-related attitudes and behaviors (including for IPV), popular media is widely assumed to reinforce oppressive gender norms. However, few epidemiological studies have tested this assumption. This study examines how the type of media and the context in which media is consumed influences justification and perpetration of IPV among married men in India.

Methods: Multilevel logistic regression was conducted using a large (n=20,478), nationally-representative sample to test the independent associations of individual and community-level media consumption with justification and perpetration of IPV among married men in India. Four different forms of media were examined.

Results: Individual and community-level media consumption variables were strongly associated with both IPV outcomes. Community-level media consumption variables showed greater associations with these outcomes than individual consumption. The direction of the relationships between media and IPV varied by type of media, and were often modified by the social context. There was no evidence that the relationships between media and IPV perpetration were mediated through violence justification.

Discussion: Contrary to common belief, popular media does not necessarily perpetuate gender stereotypes or promote perpetration of violence. Popular media may play an important role in shaping attitudes and behaviors around IPV. Studies that consider both individual and community measures can result in a richer understanding of how media influences IPV, and can inform effective interventions to mitigate violence experienced by women.