The Representation of Objecting to Violence Against Women: A Semiotic Analysis

Representing the objection to violence against women in public service announcements is a significant effort to raise concern and social awareness about this important social problem. Public spots aim to inspire women by emphasizing strong and resilient characteristics of women who have been subjected to violence. The persuasive effect of public service announcements in the fight against violence towards women can lead to behavioral changes by activating the emotional reactions of the audience. Thanks to the impressive stories of public service announcements, viewers may be more willing to stand by and support women subjected to violence. Furthermore, public spots emphasize the importance of a collective effort by conveying the message that all parts of society must take responsibility to prevent violence against women. This study examines the public spots titled “Don’t Hide-Don’t Ignore” prepared by Presidency of the Republic of Türkiye Directorate of Communications, by means of semiotic analysis and discusses the representation of violence against women in public communication. Instead of imperious discourses referring to women’s passivity, and contrary to the general view, the spots revealing that women can be subjected to violence regardless of their socioeconomic status include realistic persuasive arguments by encouraging social awareness, empathy, and solidarity.