Before #MeToo: Violence against Women Social Media Work, Bystander Intervention, and Social Change

High-profile, social-media-fueled movements such as #MeToo have captured broader public attention in recent years and sparked widespread discussion of violence against women (VAW). However, online prevention work was underway in the years leading up to #MeToo, as the emergence and proliferation of social media enabled individuals to be increasingly active participants in shaping conversations about VAW. Situated within feminist VAW scholarship and the social–ecological framework of violence prevention, this paper draws from interviews with a cross-section of service providers, public educators, activists, advocates, writers, and researchers to analyze “conversation” as a central theme in VAW prevention work in social media. Results reveal that these conversations take place in three central ways: (1) engaging wider audiences in conversations to raise awareness about VAW; (2) narrative shifts challenging societal norms that support or enable VAW; and (3) mobilization around high-profile news stories. The paper finds that, through these conversations, this work moves beyond individual-level risk factors to target much needed community- and societal-level aspects, primarily harmful social norms that circulate and become reinforced in digital media spaces. Moreover, while bystander intervention has traditionally been approached as an offline pursuit to intervene in face-to-face situations of VAW, this paper argues that we can understand and value these VAW prevention efforts as an online form of bystander intervention. Finally, resource challenges and VAW prevention workers’ experiences of harassment and abuse related to their online work highlights a need to strengthen social and institutional supports for this work.