Can comic books influence consumer awareness and attitude towards rape victims and perpetrators in India? The case of Priya's Shakti.

This paper explores the role of comic book narratives in creating awareness and influencing attitudes about how society treats rape survivors, specifically in the Indian context. The gang rape of a young woman in New Delhi in 2012 inspired an Indian-American filmmaker to author the comic book Priya's Shakti, which was launched at the Mumbai Comicon in December 2014. The book uses Hindu mythology in its narrative to call for a change in existing belief systems about rape and rape victims. Twenty-four in-depth and ethnographic go-along interviews of informed participants were conducted to understand how they perceive the role of comics such as Priya's Shakti in affecting popular awareness and attitudes about rape and what approaches they feel are best suited to use comic books to bring about sustainable social change. Results indicated comics can play a significant role in creating awareness, especially among the younger audience but that changing attitudes is a more complex issue, demanding the active and engaged participation of other stakeholders. A culture-centred approach was the key emerging theme. Respondents believed comic books could be used to reach out to children in schools and to rural audiences via multiple communication methods but that engaged and involved participation of community stakeholders was essential if comic books were to drive home socially relevant messages and affect awareness and attitudes about rape. [ABSTRACT FROM AUTHOR]