This paper presents the results of the unintended effects for the domestic violence campaign:
“Maricón es el que maltrata a una mujer”. The campaign was held by the Government of Chile
from October 28th to November 25th, 2010. The purpose of this study is twofold: on one
side, it analyses reader’s international comments posted on two international newspapers
online from the UK and Colombia; and on the other, it assess the impact of this campaign
considering the unintended effects of Cho and Salmon (2007). Although the results of his campaign were not favorable, this initiative caused controversy by the use of the word
“maricón”. Unintended effects need to be considerate to achieve an effective campaign that
contributes to prevent violence in women’s health.
Keywords:
Gender violence, domestic violence, health communication, unintended effects, campaigns in Chile
Montero-Liberona, C. (2015). Analysis of reader’s comments on two international online newspapers about the unintended effects of a Chilean domestic violence campaign. Comunicación Y Medios, (30), Pág. 72 – 88. https://doi.org/10.5354/rcm.v0i30.32347
