%0 Journal Article
%T It¡¯s Not My Place: Formative Evaluation Research to Design a Bystander Intervention Campaign
%A Andrea L. DeMaria
%A Colby Gabel
%A Helen Adams
%A Jeri Cabot
%A Kathleen Booth
%A Maja Grzejdziak
%J Journal of Interpersonal Violence
%@ 1552-6518
%D 2018
%R 10.1177/0886260515608804
%X Sexual misconduct remains a problem on college campuses despite years of documentation and research, and program development and implementation. The purpose of this study was to conduct systematic theory-based formative audience research to understand how college women and men make meaning of sexual assault and bystander intervention. A total of 69 men and women aged 18 to 24 years participated in eight gender-specific focus group discussions. A grounded theory approach was used to identify patterns and themes across the data. Themes emerging from the data included the following: (a) female participants¡¯ experiences of sexism and misogyny, (b) the myth that rape is falsely reported, (c) complex understandings of consent and entitlement, (d) the reluctance to stop someone from having a ¡°good time,¡± (e) the role of alcohol as a moderating factor in sexual misconduct and bystander intervention, and (f) preference for direct and impactful messaging. This study informs researchers and practitioners about college students¡¯ perceptions of, and experiences with, bystander intervention and sexual assault. Practitioners can use this information to develop effective mixed media, campus-wide social marketing campaigns
%K bystander intervention
%K sexual assault
%K qualitative
%U https://journals.sagepub.com/doi/full/10.1177/0886260515608804