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
Public Notes

Files associated with this item cannot be displayed due to copyright restrictions.

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
Permalink -

https://research.usq.edu.au/item/q350x/investigating-the-potential-of-peer-to-peer-communications-in-australian-bullying-campaigns-targeting-youth

  • 1714
    total views
  • 10
    total downloads
  • 1
    views this month
  • 0
    downloads this month

Export as

Related outputs

Queer disorientations in Only the Brave, Head On, and Blessed
McWilliam, Kelly and Gildersleeve, Jessica. 2022. "Queer disorientations in Only the Brave, Head On, and Blessed ." Studies in Australasian Cinema. 16 (2-3), pp. 54-64. https://doi.org/10.1080/17503175.2022.2095160
Re-imagining the rape-revenge genre: Ana Kokkinos’ The book of revelation
McWilliam, Kelly and Bickle, Sharon. 2017. "Re-imagining the rape-revenge genre: Ana Kokkinos’ The book of revelation." Continuum: Journal of Media and Cultural Studies. 31 (5), pp. 706-713. https://doi.org/10.1080/10304312.2017.1315928
Digital storytelling as 'national cinema'?
McWilliam, Kelly. 2016. "Digital storytelling as 'national cinema'?" Continuum: Journal of Media and Cultural Studies. 30 (6), pp. 706-713. https://doi.org/10.1080/10304312.2016.1231788
Australian genre film
McWilliam, Kelly and Ryan, Mark David. 2021. Australian genre film. New York. Routledge.
‘Growing up was never easy’: coming of age in the teen film
McWilliam, Kelly. 2021. "‘Growing up was never easy’: coming of age in the teen film." McWilliam, Kelly and Ryan, Mark David (ed.) Australian genre film. New York. Routledge. pp. 170-185
Courting the romance film
McWilliam, Kelly. 2021. "Courting the romance film." McWilliam, Kelly and Ryan, Mark David (ed.) Australian genre film. New York. Routledge. pp. 138-152
Australian genre film studies
Ryan, Mark David and McWilliam, Kelly. 2021. "Australian genre film studies." McWilliam, Kelly and Ryan, Mark David (ed.) Australian genre film. New York. Routledge. pp. 1-25
Ana Kokkinos: an oeuvre of outsiders
McWilliam, Kelly. 2019. Ana Kokkinos: an oeuvre of outsiders. Edinburgh, United kingdom. Edinburgh University Press.
Undergraduate programs in Cultural Studies in Australia and New Zealand/Aotearoa: a survey of the field
Hickey, Andrew, McWilliam, Kelly and Hourigan, Sally. 2019. "Undergraduate programs in Cultural Studies in Australia and New Zealand/Aotearoa: a survey of the field." Continuum: Journal of Media and Cultural Studies. 33 (4), pp. 405-422. https://doi.org/10.1080/10304312.2019.1627287
Spatially negotiating the queer body in Australian cinema
McWilliam, Kelly. 2015. "Spatially negotiating the queer body in Australian cinema." 17th Film and History Association of Australia and New Zealand (FHAANZ) Conference 2015. Brisbane, Australia 01 - 03 Jul 2015 Brisbane, Australia.
The Book of Revelation: othering the centre
McWilliam, Kelly and Bickle, Sharon. 2019. "The Book of Revelation: othering the centre." McWilliam, Kelly (ed.) Ana Kokkinos: an oeuvre of outsiders. Edinburgh, United kingdom. Edinburgh University Press. pp. 64-80
Digital storytelling and the ‘problem’ of sentimentality
McWilliam, Kelly and Bickle, Sharon. 2017. "Digital storytelling and the ‘problem’ of sentimentality." Media International Australia Incorporating Culture and Policy: quarterly journal of media research and resources. 165 (1), pp. 77-89. https://doi.org/10.1177/1329878X17726626
Digital storytelling around the world
Hartley, John and McWilliam, Kelly. 2010. "Digital storytelling around the world." 27th National Informatics Conference 2010. Ankara, Turkey 22 - 23 Sep 2010
‘It was the summer when everything changed…’: coming of age queer in Australian cinema
McWilliam, Kelly. 2017. "‘It was the summer when everything changed…’: coming of age queer in Australian cinema." Ryan, Mark David and Goldsmith, Ben (ed.) Australian screen in the 2000s. London, United Kingdom. Palgrave Macmillan. pp. 191-206
Girl meets girl: sexual sitings in lesbian romantic comedies
McWilliam, Kelly. 2017. "Girl meets girl: sexual sitings in lesbian romantic comedies." Padva, Gilad and Buchweitz, Nurit (ed.) Intimate relationships in cinema, literature and visual culture. London, United Kingdom. Palgrave Macmillan. pp. 145-155
My teacher told me Toowoomba will never flood: regional community uses of Facebook during the 2011 Queensland floods
McWilliam, Kelly. 2013. "My teacher told me Toowoomba will never flood: regional community uses of Facebook during the 2011 Queensland floods." Queensland Review. 20 (1), pp. 86-95. https://doi.org/10.1017/qre.2013.7
Digital literacy [Introduction to MIA : journal issue 128]
McWilliam, Kelly, Hartley, John and Gibson, Mark. 2008. "Digital literacy [Introduction to MIA : journal issue 128]." Media International Australia Incorporating Culture and Policy: quarterly journal of media research and resources. 128, pp. 46-48.
The uses of multimedia: three digital literacy case studies
Hartley, John, McWilliam, Kelly, Burgess, Jean and Banks, John. 2008. "The uses of multimedia: three digital literacy case studies." Media International Australia Incorporating Culture and Policy: quarterly journal of media research and resources. https://doi.org/10.1177/1329878x0812800108
Computational power meets human contact
Hartley, John and McWilliam, Kelly. 2009. "Computational power meets human contact." Hartley, John and McWilliam, Kelly (ed.) Story circle: digital storytelling around the world. United Kingdom. Wiley-Blackwell. pp. 3-15
The global diffusion of a community media practice: digital storytelling online
McWilliam, Kelly. 2009. "The global diffusion of a community media practice: digital storytelling online." Hartley, John and McWilliam, Kelly (ed.) Story circle: digital storytelling around the world. United Kingdom. Wiley-Blackwell. pp. 37-75
Romance in foreign accents: Harlequin-Mills & Boon in Australia
McWilliam, Kelly. 2009. "Romance in foreign accents: Harlequin-Mills & Boon in Australia." Continuum: Journal of Media and Cultural Studies. 23 (2), pp. 137-145. https://doi.org/10.1080/10304310802710488
Mediatisation and institutions of public memory: digital storytelling and the apology
Burgess, Jean, Klaebe, Helen and McWilliam, Kelly. 2010. "Mediatisation and institutions of public memory: digital storytelling and the apology." Australian Historical Studies. 41 (2), pp. 149-165. https://doi.org/10.1080/10314611003716861
Romance in foreign accents: Harlequin-Mills & Boon Australia
McWilliam, Kelly. 2010. "Romance in foreign accents: Harlequin-Mills & Boon Australia." Moran, Albert and Keane, Michael (ed.) Cultural adaptation. Oxford, United Kingdom. Routledge. pp. 31-40
We're here all week: public formation and the Brisbane Queer Film Festival
McWilliam, Kelly. 2007. "We're here all week: public formation and the Brisbane Queer Film Festival." Queensland Review. 14 (2), pp. 79-91.
Digital storytelling as a 'discursively-ordered domain'
McWilliam, Kelly. 2008. "Digital storytelling as a 'discursively-ordered domain'." Lundby, Knut (ed.) Digital storytelling, mediatized stories: self-representations in new media. New York, NY. United States. Peter Lang Publishing. pp. 145-160
Co-creative media: theorising digital storytelling as a platform for researching and developing participatory culture
Spurgeon, Christina, Burgess, Jean, Klaebe, Helen, McWilliam, Kelly, Tacchi, Jo and Tsai, Mimi. 2009. "Co-creative media: theorising digital storytelling as a platform for researching and developing participatory culture." Flew, Terry (ed.) 2009 Australian and New Zealand Communication Association Conference: Communication, Creativity and Global Citizenship (ANZCA 2009). Brisbane, Australia 08 - 10 Jul 2009 Wellington, New Zealand.
Star struck: fandom and the discourse of celebrity
McWilliam, Kelly. 2009. "Star struck: fandom and the discourse of celebrity." Stadler, Jane and McWilliam, Kelly (ed.) Screen media: analysing film and television. Sydney, Australia. Allen & Unwin. pp. 245-271
Genre: something new based on something familiar
McWilliam, Kelly. 2009. "Genre: something new based on something familiar." Stadler, Jane and McWilliam, Kelly (ed.) Screen media: analysing film and television. Sydney, Australia. Allen & Unwin. pp. 217-243
Screen media: analysing film and television
Stadler, Jane and McWilliam, Kelly. 2009. Screen media: analysing film and television. Sydney, Australia. Allen & Unwin.