CHAPTER ONE

GENERAL INTRODUCTION

This chapter lays the foundation for the research by providing an overview of the study’s context, addressing the research problem, and defining key objectives. It also establishes the scope, significance, and terminologies of the study, drawing from definitions provided by various scholars and organizations.

1.1  Background to the Study

Gender-Based Violence (GBV) constitutes a profound and widespread violation of fundamental human rights, affecting millions of individuals globally. It manifests in various forms, including physical, sexual, emotional, and economic abuse, disproportionately targeting women and girls due to entrenched systems of gender inequality (UN Women, 2021). These inequalities, deeply rooted in historical, cultural, and structural frameworks, perpetuate cycles of discrimination and violence. According to the World Health Organization (WHO), approximately one in three women worldwide has experienced physical or sexual violence during her lifetime, with the majority of cases involving intimate partners (World Health Organization, 2021). This staggering statistic underscores the prevalence of GBV and the urgent need for innovative and effective interventions to combat it. The consequences of GBV are far-reaching, impacting survivors’ physical and mental well-being, disrupting families, and undermining societal cohesion and development (McQuail, 2010).

Efforts to address GBV have been ongoing at various levels. On the international stage, frameworks such as the Convention on the Elimination of All Forms of Discrimination Against Women (CEDAW) and the 1993 United Nations Declaration on the Elimination of Violence Against Women have provided a foundation for advocating gender equality and addressing GBV (United Nations, 1993). These agreements emphasize the importance of governments implementing legal, social, and policy measures to protect women’s rights and combat violence. However, despite these global efforts, progress remains uneven. In many regions, patriarchal cultural norms, systemic failures within legal and social institutions, and pervasive stigma continue to obstruct meaningful change (Ngwainmbi, 2019). Victims often remain in the shadows, silenced by societal expectations, fear of reprisal, and a lack of accessible support systems.

In Cameroon, and particularly in Bamenda 3, GBV persists as a pressing issue, exacerbated by a combination of socio-political, economic, and cultural factors. Bamenda 3 has been significantly affected by the Anglophone Crisis, an ongoing socio-political conflict that has destabilized the region and created conditions conducive to increased violence, including GBV (Tufekci, 2017). The instability has left many communities impoverished, displaced, or without access to formal justice or support mechanisms, further marginalizing survivors of violence. In addition to these challenges, deeply entrenched patriarchal traditions within Bamenda perpetuate gender inequalities and normalize certain forms of violence against women and girls. Victims often face societal stigma, victim-blaming, and significant barriers to accessing justice or essential services, such as shelters, counseling, and legal aid (Ngwainmbi, 2019).

Advocacy efforts to combat GBV in Bamenda have traditionally relied on grassroots approaches led by non-governmental organizations (NGOs), faith-based groups, and community organizations. These efforts typically include sensitization workshops, public awareness campaigns, and community outreach programs aimed at educating individuals about GBV and promoting behavioral change (Cammaerts, 2018). While these methods have achieved important milestones, such as increasing awareness and sparking dialogue, their effectiveness is often hindered by limited resources, logistical challenges, and community resistance to change. In many cases, the reach of such initiatives is confined to urban areas or specific demographic groups, leaving rural communities and vulnerable populations underserved. These limitations highlight the need for innovative and scalable solutions to address GBV more effectively.

The emergence of new media technologies offers a promising alternative for advancing GBV advocacy. Digital platforms like Facebook, WhatsApp, YouTube, Instagram, and X (formerly Twitter) have transformed how information is disseminated, consumed, and acted upon (Chadwick, 2017). These platforms enable real-time communication, interactive engagement, and the potential to reach diverse and geographically dispersed audiences. For GBV advocacy, new media provides opportunities to amplify survivor voices, launch awareness campaigns, and mobilize communities against violence (Morozov, 2011). Survivors can share their stories anonymously or with their identities protected, empowering others and breaking the silence that often surrounds GBV (Zuboff,2019). Organizations can leverage these platforms to engage with younger, tech-savvy audiences who may be more receptive to digital advocacy than traditional methods.

However, in Bamenda 3, the potential of new media as a tool for GBV advocacy is accompanied by significant challenges. Low digital literacy rates among certain segments of the population hinder the ability of many individuals to access or utilize these platforms effectively (Mutsvairo, 2016). The affordability of internet access remains a critical barrier, particularly for economically disadvantaged groups who may prioritize basic survival needs over connectivity. Furthermore, the prevalence of misinformation and harmful online narratives can undermine advocacy efforts, perpetuating stereotypes, victim-blaming, or even trivializing the issue of GBV (Couldry, 2012). These challenges raise important questions about how new media can be adapted to address the local realities of Bamenda 3 and how its use can be maximized to achieve meaningful change.

Given the growing reliance on digital platforms for advocacy worldwide, it is imperative to examine the role of new media in the specific context of GBV advocacy in Bamenda 3. This study seeks to explore how these platforms are being utilized to address GBV, the challenges they face, and the strategies that can be employed to overcome these obstacles. By understanding the potential and limitations of new media within this local context, the study aims to contribute to more inclusive and impactful approaches to combating GBV, ultimately fostering safer and more equitable communities in Bamenda 3.

1.2  Statement of the Problem

Despite concerted efforts by governmental bodies, non-governmental organizations, community leaders, and international agencies, gender-based violence (GBV) remains a deeply entrenched and pervasive issue within Bamenda 3. Its harmful effects extend beyond the immediate survivors, impacting families and communities by perpetuating cycles of trauma, inequality, and social instability. The persistence of GBV undermines not only individual well-being but also broader societal progress, making it a critical issue that demands sustained and innovative interventions. While traditional advocacy efforts, such as community workshops, public awareness campaigns, and policy lobbying, have been instrumental in bringing attention to the issue, they have often achieved limited success. These methods frequently fail to tackle the underlying cultural norms and systemic inequalities that perpetuate violence, leaving the roots of the problem largelyunaddressed. Moreover, traditional approaches tend to engage a narrow audience, often excluding marginalized groups or younger generations who may not resonate with conventional advocacy formats.

In recent years, the invention of new media has introduced a transformative potential for advocacy efforts, opening up opportunities to engage broader and more diverse audiences. Digital platforms, including social media networks, blogs, and video-sharing sites, offer interactive and dynamic channels for raising awareness, sharing survivor stories, and mobilizing communities against GBV.

The intersection of new media and GBV advocacy often takes a generalized approach, failing to consider the unique socio-cultural dynamics, such as gender norms, language barriers, and varying levels of trust in digital information, that shape how individuals in Bamenda 3 engage with these platforms. Additionally, several significant challenges undermine the potential of new media to drive meaningful change in this context.

The core research problem thus lies in critically examining the role of new media in GBV advocacy in Bamenda 3. It requires an understanding of the barriers that inhibit its use, as well as the development of strategies tailored to overcome these obstacles. This includes exploring how digital tools can be adapted to the local context to foster inclusive participation, counter misinformation, and address GBV, ultimately paving the way for more impactful and sustainable advocacy efforts.

1.3  Research Questions

1.3.1  Main Research Question

• what role does new media play in humanitarian advocacy particularly in addressing GBV in Bamenda 3 ?

1.3.2  Specific Research Questions

• What is the extent of new media usage in GBV advocacy in Bamenda 3?

• What challenges hinder the effective use of new media for GBV advocacy in Bamenda 3?

1.4  Research Objectives

1.4.1  Main Research Objective

– To assess the role of new media in humanitarian advocacy, particularly in addressing GBV in Bamenda 3.

1.4.2  Specific Research Objectives

• To explore the extent to which new media is utilized in GBV advocacy in Bamenda

• To evaluate the challenges and limitations of using new media for advocacy in Bamenda