To What Extent did Social Media and Communication Strategies Help Victims of Domestic Violence During the COVID-19 Lockdown in Thailand? : A Case Study of the "Stop Violence Against Women Campaign"

In the midst of the formidable challenges imposed by the COVID-19 lockdown, the "Stop Violence Against Women" campaign emerged as a resilient and proactive response, harnessing the influential capabilities of social media and strategic communication to combat the pervasive issue of gender-based violence in Thailand. This comprehensive study, deeply rooted in the realms of public sphere theory, development theory, and digital activism, explores the multifaceted dimensions of the campaign's profound impact. Through an extensive examination of its strategies, narratives, and outcomes, this research illuminates how the campaign adeptly leveraged social media platforms to heighten awareness, promote inclusivity, and empower victims during a period of elevated vulnerability. In pursuit of a holistic comprehension, this study navigates the theoretical foundations that steered the campaign's conception and implementation. Within the contours of public sphere theory, the campaign effectively transformed digital spaces into virtual town squares, where individuals could congregate, deliberate, and amplify their voices on the pressing issue of gender-based violence. Through compelling visuals, strategic hashtags, and resonant narratives, the campaign transcended geographical boundaries, nurturing empathy, and galvanizing action within a global audience. Inclusivity stood as a central tenet of this endeavor, intricately interwoven with the campaign's strategic alliances and dialogues involving diverse stakeholders. By amplifying marginalized voices and orchestrating participatory development, the campaign evolved into a dynamic crucible, where diverse perspectives converged to drive profound societal transformation. The campaign's harmonious engagement with development theory further fortified its impact, addressing not only the social but also the economic repercussions of gender-based violence while fostering a participatory ecosystem wherein survivors, allies, and advocates coalesced in unity. At the heart of this transformative narrative lies digital activism—a paradigm of empowerment that united stakeholders in a harmonious symphony of awareness, empathy, and advocacy. In alignment with the principles of public sphere theory, digital activism emerged as an influential force for socio-political change, transcending the confines of the virtual realm to manifest tangible policy shifts and instigate societal change. This study diligently uncovers not only the campaign's remarkable accomplishments but also the challenges it encountered, providing valuable insights into the intricacies of harnessing social media and communication strategies to combat gender-based violence. Woven together through a rich tapestry of theoretical frameworks, narratives, and strategies, the "Stop Violence Against Women" campaign stands as an enduring testament to the compelling impact of theory-infused activism, engendering profound transformations in the domain of gender-based violence awareness and prevention. Keywords: Gender-based violence, social media, public sphere theory, development theory, digital activism, inclusivity, strategic communication, COVID-19 lockdown, Thailand