The Perceptions of Public Service Advertising Against Domestic Violence by White Non-Muslim U.S.-Born Women and Muslim Newcomer Women in the United States

The global problem of domestic violence is commonly addressed in health communication through public service advertising. Given that domestic violence is much rooted in cultural norms, it is essential to consider this factor in public service advertising in countries with significant cultural diversity to increase its effectiveness. Unfortunately, this point has received limited attention in the literature. Addressing the gap, the current study explored the perceptions of a domestic violence public service advertisement (PSA) by the World Health Organization that targets the general public by two culturally different population groups-White non-Muslim U.S.-born women and Muslim newcomer women in the United States-using in-depth interviews. The thematic analysis brought three major themes: (1) prior experience and elaboration, (2) demonstrated physical abuse, and (3) cultural appropriateness. Despite expectations based on prior literature, Muslim women showed a better awareness of domestic violence and a higher engagement with the PSA than American women. Hence, in some population groups and communities, American women may need more awareness campaigns about domestic violence than Muslim women. Among the key implications, the study suggests that, in certain contexts, the mechanism of elaboration within the elaboration likelihood model may be stronger than descriptive cultural norms, cultural background, and cultural identity.