Sexual Violation, Weinstein and Speaking Out: The role of public relations and media in legitimising accounts of sexual violation

Abstract

In 2017, powerful Hollywood producer Harvey Weinstein was exposed as having committed countless acts of sexual violation. Following this, #MeToo gained a new visibility. PR was used by Weinstein to defend himself and by victim/survivors to speak out. This study examines how perpetrators and victim/survivors use PR to legitimise or delegitimise accounts of sexual violation, and how this discourse is mediated through the press. Critical discourse analysis is used to examine discourses emerging from Harvey Weinstein, Rose McGowan and Ashley Judd, exploring how the Guardian mediates these discourses. Analysis reveals that Weinstein’s discourse relied on reinforcing rape myths, himpathy and gendered power relations. McGowan and Judd challenged systemised sexual violation and promoted collective activism. #MeToo’s increasing visibility impacted reporting, as articles promoted the need for a cultural shift. The study concludes that PR can reinforce or challenge dominant discourses surrounding sexual violation, therefore facilitating or disrupting the culture of complicity.