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Challenging Laddism : experiences from Newcastle

Challenging Laddism : experiences from Newcastle. Richard Parry, Campaigns Officer, Newcastle University Students’ Union. Campaign Foundations. Laddism offers new students an identity and a culture. Impossible to change behaviour simply through a confrontational campaign.

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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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