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Challenging Laddism : experiences from Newcastle

Discover the challenging experiences of Richard Parry, the Campaigns Officer at Newcastle University Students’ Union, in combating laddism culture on campus. The campaign aims to redefine masculinity without sexism, racism, or homophobia, integrating male role models' opinions. Explore strategies used in poster campaigns, social media debates, and sports clubs to shift perceptions. Uncover themes like student engagement, the feminist language's effectiveness, and the prevalence of lad culture in schools versus university.

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Challenging Laddism : experiences from Newcastle

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  1. Challenging Laddism: experiences from Newcastle Richard Parry, Campaigns Officer, Newcastle University Students’ Union

  2. Campaign Foundations • Laddism offers new students an identity and a culture. • Impossible to change behaviour simply through a confrontational campaign. • Key aim: to offer an alternative concept of masculinity, not featuring sexism, racism and homophobia. • Importance of trying to include as many male role models and opinions as possible.

  3. The campaign • Poster campaign- making students question what is/not acceptable. • Social media- allows a space for debate and has a wide reach. • Sports clubs- attempting to change perceptions of masculinity within university sport.

  4. Themes arising • Students targeted by the campaign are amongst the least likely to be engaged in the Students’ Union. • Language of feminism tends not to be effective in changing behaviour. • Reluctance of sports clubs to commit to anti-lad messages. • Lad culture established at school not university.

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