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The Man Brand: Why Public Campaigns Hide Half of Intimate Partner Violence
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Authors: Jean Jaymes West (California State University, Bakersfield School of Business & Public Administration, Department of Management & Marketing, Bakersfield, CA, USA) 
Book Description:
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. (Nova)

Table of Contents:


Chapter 1. Review of Literature (pp. 1-14)

Chapter 2. Current Images of Male Roles in the 21st Century (pp. 15-22)

Chapter 3. Validation of Public Perceptions of Gender Stereotypes (pp. 23-38)

Chapter 4. The Hidden Half of Intimate Partner Violence Today: Gender Equal Violence (pp. 39-48)

Chapter 5. Feminist Perceptions of Intimate Partner Violence (pp. 49-52)

Chapter 6. Female Aggressors in the Workplace: Bullying is Violence (pp. 53-56)

Chapter 7. The Backlash of Progress: A Justice System Gone Too Far (pp. 57-64)

Chapter 8. Perspectives on Effects of Media and Advertising (pp. 65-98)

Chapter 9. Balancing the Gender Equation (pp. 99-104)

Chapter 10. Conclusions and Implications for Future Research: What Can We Do Now? (pp. 105-116)

References (pp. 117-142)

About the Author (pp. 143-144)

Index (pp. 145)

Total Pages: 151

      Social Issues, Justice and Status
   Binding: Softcover
   Pub. Date: 2018 - February
   ISBN: 978-1-53613-301-1
   Status: AV
Status Code Description
AN Announcing
FM Formatting
PP Page Proofs
FP Final Production
EP Editorial Production
PR At Prepress
AP At Press
AV Available
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The Man Brand: Why Public Campaigns Hide Half of Intimate Partner Violence