Toplumsal Değişim İçin Sosyal Pazarlama: Kadın Cinayetlerinin Önlenmesinde Toplum Katılımı ve Politika Süreçleri

Öz

Kadına yönelik şiddet, özellikle namusla ilişkili normların toplumsal cinsiyet ilişkilerini, itibarı ve sosyal meşruiyeti düzenlediği bağlamlarda önemli bir küresel sorun olmaya devam etmektedir. Bu çalışma, sosyal pazarlama ve iletişim temelli müdahalelerin namus normlarının güçlü olduğu ortamlarda şiddetin önlenmesinde nasıl kavramsallaştırıldığını incelemektedir. Nitel, keşifsel ve literatür temelli bir araştırma tasarımı benimsenmiş; akademik yayınlar ve politika raporları tematik analiz yöntemiyle değerlendirilmiştir. Çalışma, iletişim stratejileri, topluluk katılımı ve politika etkisi arasındaki ilişkileri açıklayan müdahale mantıklarına odaklanmaktadır. Bulgular beş temel mekanizmayı ortaya koymaktadır. İlk olarak, namusla ilişkili şiddet ataerkil toplumsal düzen içinde yerleşmiş normatif kontrol sistemleri aracılığıyla sürdürülmektedir. İkinci olarak, kültürel olarak uyumlu yeniden çerçeveleme stratejileri namus kavramının anlamını dönüştürerek direnci azaltmakta ve eşitlikçi toplumsal cinsiyet anlatılarını desteklemektedir. Üçüncü olarak, topluluk sahipliği ve paydaş koalisyonları yerel düzeyde meşru ve sürdürülebilir önleme süreçlerini güçlendirmektedir. Dördüncü olarak, erkeklerin ve oğlan çocuklarının olumlu erkeklik yaklaşımlarıyla müttefik olarak sürece dahil edilmesi toplumsal cinsiyet normlarının dönüşümünü desteklemektedir. Son olarak, çok kanallı iletişim stratejilerinin kurumsal ve politika altyapısıyla bütünleşmesi önleme sistemlerinin etkinliğini artırmaktadır. Bulgular, sosyal pazarlamanın norm dönüşümü, topluluk katılımı ve kurumsal sorumluluğu birbirine bağlayan bir mekanizma olarak şiddetin önlenmesine katkı sunduğunu göstermektedir.

Anahtar Kelimeler

• Kadın Cinayetleri
• Namusla İlişkili Şiddet
• Sosyal Pazarlama
• Toplum Katılımı
• Toplumsal Cinsiyete Dayalı Şiddetin Önlenmesi

Social Marketing for Social Change: Community Engagement and Policy in Preventing Women’s Killings

Öz

Violence against women remains a persistent global challenge, particularly in contexts where honor-related norms regulate gender relations, reputation, and social legitimacy. This study examines how social marketing and communication-based interventions are conceptualized in the literature as mechanisms for preventing violence in honor-regulated environments. Adopting a qualitative, exploratory, literature-based design, scholarly articles and policy reports were analyzed thematically. The study focuses on intervention logics linking communication strategies, community engagement, and policy influence in violence prevention. Five interconnected mechanisms emerged. First, honor-related violence operates through systems of normative control embedded in patriarchal social orders. Second, culturally resonant reframing strategies reinterpret the meaning of honor to reduce resistance and promote gender-equitable narratives. Third, community ownership and stakeholder coalitions enable locally legitimate and sustainable prevention processes. Fourth, engaging men and boys as allies through positive masculinity frameworks supports shifts in gender norms and accountability structures. Fifth, multi-channel communication strategies, combined with institutional and policy scaffolding, strengthen prevention infrastructure and governance responses. The findings suggest that social marketing contributes to violence prevention through awareness campaigns and by linking norm transformation, community participation, and institutional accountability, offering a conceptual framework to inform social work practice, policy development, and future research on gender-based violence prevention.

Anahtar Kelimeler

• Women’s Killings
• Honor-Related Violence
• Social Marketing
• Community Engagement
• Gender-based Violence Prevention

Kaynakça

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