Work

How gender norms and interpersonal communication are associated with gender-based violence attitudes and intentions to intervene: Secondary outcome findings from Odisha, India

Year: 2025

Type: article

Abstract: Objectives: Despite high rates of gender-based violence in India, there are few theory-based interventions designed to reduce their incidence. In a secondary analysis of the data, we raised research questions pertaining to how harmful gender norms are perpetuated through interpersonal communication and their combined effects on attitudes about gender-based violence and intentions to intervene. Design and methods: = 3797) from women of reproductive age (15-49 years old) through one-on-one interviews in the eastern state of Odisha in India. The usual-care control group was only monitored, without the intervention, whereas the treatment group received a 3-year intervention as part of the Reduction in Anemia through Normative Innovations (RANI) Project. This paper uses only the end-line data. Results: Overall effect sizes were small, but significant interactions emerged in the relationships between norms and attitudes and between norms and intentions, with interpersonal communication and intervention effects as moderators. Strongest intentions were found in treatment communities with high interpersonal communication. Conclusion: Two intervention implications include the need to (a) consider creative ways of incorporating interpersonal communication as a means of amplifying public health intervention effects (also known as "buzz marketing"), and (b) incorporate gender norms into intervention strategies by, for example, tailoring messages differently for those holding equitable (vs inequitable) gender norms.

Source: Journal of Public Health Research

Authors: Rajiv N. Rimal, Rohini Ganjoo, Daryl Stephens, Erica Sedlander

Institutions: Johns Hopkins University, George Washington University, University of California, San Francisco

Language: English

Topic: Intimate Partner and Family Violence

Subfield: Health

Field: Social Sciences

Domain: Social Sciences

SDGs: Gender equality, Good health and well-being, Peace, justice, and strong institutions, Reduced inequalities

Open Access status: gold

Estimated APC paid: $1,500

Funder: Bill and Melinda Gates Foundation