Highlighting positive masculinity is the challenge of the Médias et Cultures association to promote equality between women and men through its digital campaign “Mnnek Taybda Attaghyir.” Supported by UN Women, the Swedish International Development Cooperation Agency (Sida) and the Heinrich-Böll-Stiftung | Rabat – Morocco Foundation, this initiative results in the daily broadcast of a video capsule evoking positive masculinity under the hashtag “#Mnnek_Taybda_Attaghyir” (Change starts with you).
On the screen, men and boys describe a situation of toxic masculinity, thus raising questions around five major themes: education and socialization, family and fatherhood, sexuality and emotions, the body and reproductive health, and gender-based violence. “As the campaign title indicates, this initiative challenges men and boys to question their responsibilities on a personal level and question this culturally idealized and socially constructed form of their masculinities with which they define themselves and are defined by the society”, explains the association in a press release. In total, 30 videos will be broadcasted on the social networks of Médias et Cultures and its partners.
“Addressing gender equality requires working on relationships of male domination and their reproduction,” continues the association in its press release. While many studies have clearly highlighted the impact of this domination and the resulting discrimination on women and girls, this work has not sufficiently addressed this impact on men. It is important to stress that men can undergo or reject the dominant position or role assigned to them.” Adding: “If being a man constitutes a form of privilege in patriarchal societies, it could also be seen as a significant constraint. Indeed, social, cultural, and community expectations of stereotypical masculinity put pressure on men. It is therefore also from taking into account the specific needs of men that it will be possible to include them in the fight for gender equality and to enable them to free themselves from the roles of domination that society imposes on them”.