Investigating how Authority and Advertising influence people’s perspective on Victim Blaming.

Kenny, Hayley (2018) Investigating how Authority and Advertising influence people’s perspective on Victim Blaming. Manchester Metropolitan University. (Unpublished)

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Abstract

This study aims to investigate the interactions between advertisement perspective, advertisement authority and the belief in a just world on people’s tendency to blame victims rather than perpetrators. Using a three way between subjects design, 84 Manchester Metropolitan University students participate in two scales measuring just world belief and level of victim blaming and are exposed to 1 of 4 images of low or high authority figures representing victim blaming or non-victim blaming perspective within an advert. Results reveal that there is no significant three way interactions or two way but that a belief in a just world does significantly influence an individual’s level of victim blaming. Previous research is evaluated in relation the study’s results and limitations of methodology within the study are discussed as well as potential for further research.