#MeToo Empowerment Through Media: A New Multiple Model for Predicting Attitudes Toward Media Campaigns

Osnat Roth-Cohen, Vered Ne'eman-Haviv, Hagit Bonny-Noach


Focusing on exposure level and attitudes of the Israeli public, in the context of gender differences, we look at the #MeToo campaign in social media. To identify whether attitudes toward #MeToo mirror attitudes toward media as a channel of social norms, data were gathered from a survey distributed to 617 participants: 253 ((40.9% men and 364 (59.1%) women, with an average age of 34.5, SD 10.83. More than 90% of the participants were familiar with the #MeToo campaign. Most participants supported the campaign and its objectives, while positive attitudes toward the media were significantly related to positive attitudes toward the #MeToo campaign. Significant gender differences were found in attitudes toward the ability of the media to influence social norms and toward the #MeToo campaign. Women have more positive associations with #MeToo than men; hence, the #MeToo campaign is representative of women taking a positive stance toward media and social change. This research offers a new multiple model for predicting attitudes toward media campaigns, revealing that attitudes toward the #MeToo campaign are influenced by perception of the media.


#MeToo, gender, campaign, attitudes, social media, Israel

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