Investigating the potential of peer-to-peer communications in Australian bullying campaigns targeting youth

Article


McWilliam, Kelly, King, Robert, Drennan, Judy and Cunningham, Stuart. 2016. "Investigating the potential of peer-to-peer communications in Australian bullying campaigns targeting youth." Communication Research and Practice. 2 (2), pp. 213-228. https://doi.org/10.1080/22041451.2016.1185929
Article Title

Investigating the potential of peer-to-peer communications in Australian bullying campaigns targeting youth

ERA Journal ID210292
Article CategoryArticle
AuthorsMcWilliam, Kelly (Author), King, Robert (Author), Drennan, Judy (Author) and Cunningham, Stuart (Author)
Journal TitleCommunication Research and Practice
Journal Citation2 (2), pp. 213-228
Number of Pages16
Year2016
Place of PublicationAustralia
ISSN2204-1451
2206-3374
Digital Object Identifier (DOI)https://doi.org/10.1080/22041451.2016.1185929
Web Address (URL)http://www.tandfonline.com/doi/full/10.1080/22041451.2016.1185929
Abstract

Bullying is now recognised as a public health issue with well-documented impacts on mental health and wellbeing. In recent years, campaigns and interventions designed to reduce bullying, particularly among youth, have increasingly focused on digital media and social media in particular. The increased focus on social media has allowed a concomitant consideration of peer-to-peer communication as a means of facilitating behaviour changes. This paper hypothesises that anti-bullying campaigns employing peer-to-peer communications will be more effective than those without a (or with a limited) peer-to-peer component. To test this hypothesis, we assessed the impact of two Australian anti-bullying campaigns using a repeated-measures approach on 849 people aged between 16 and 24. The campaigns examined were the Inspire Foundation's 'Bullying - Don't Stand By, Stand Up' campaign, which ran on Facebook between June-September 2011 and relied entirely on peer-to-peer communication, and the Australian Government's 'Bullying. No Way!' campaign: an information-based website that contained limited peer-to-peer components. The study found that while both campaigns effectively influenced attitudes towards bullying, the Facebook campaign rated more highly regarding 'honesty of message', suggesting peer-to-peer communication has a stronger resonance for young people.

Keywordsbullying; social media; digital media; peer-to-peer communication
ANZSRC Field of Research 2020470107. Media studies
470102. Communication technology and digital media studies
470214. Screen and media culture
470299. Cultural studies not elsewhere classified
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Byline AffiliationsSchool of Arts and Communication
Queensland University of Technology
Institution of OriginUniversity of Southern Queensland
Funding source
Australian Research Council (ARC)
Grant ID
LP0884097
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