Aplicación del marketing social para la prevención de la violencia intrafamiliar contra los hombres, en el Cantón Babahoyo

During this study it was determined that there is intrafamily violence not only in women but also in men, which in a macho environment is hidden and generates family degradation. In the present work it is shown how to incorporate social marketing strategies in front of a problematic denominated intrafamiliar violence, by means of the prevention attacking the ignorance in the members of the familiar society, reason why already there have been generated many campaigns of family communication, statistics, policies and projects to eradicate mistreatment against women, however, the same has not been done against the considered gender violence against men, in which case females would be violating the rights of their partner, so alternatives should be analyzed to raise awareness in the community, and achieve a change of attitude to disguise the male shame as a justification for not resorting to the respective complaint and thus increase the statistics that until now have been little known by the community. The research carried out included interviews and direct observation, as well as documentary and bibliographic review and all kinds of secondary sources that allow the issuing of criteria and conclusions. The qualitative study approach is considered as a description of the concepts involved as well as the application of the method. deductive that leads to the analysis of the general factors until reaching the specific ones and to be able to make a clearer explanation of the socio-family behavior of those involved. Durante este estudio se pudo determinar que existe violencia intrafamiliar no solo en las mujeres sino también en los hombres, la cual en un entorno machista se oculta y genera la degradación familiar. En el presente trabajo se muestra como incorporar estrategias de marketing social frente a una problemática denominada violencia intrafamiliar, mediante la prevención atacando el desconocimiento en los miembros de la sociedad familiar, por lo que ya se han generado muchas campañas de comunicación familiar, estadísticas, políticas y proyectos para erradicar el maltrato contra la mujer, sin embargo no se ha efectuado lo mismo contra la considerada violencia de género en contra de los hombres, en cuyo caso las féminas estarían vulnerando los derechos de su pareja, por lo que se deben analizar alternativas para concientizar a la comunidad, y lograr que tengan un cambio de actitud de disfrazar la vergüenza varonil como justificación para no recurrir a la denu