These efforts also need to be supported by other areas of reform identified in the course of the Inquiry, such as the enhanced role of the media, where local advertisers are more conscious of the impact they can have in promoting gender equality. RECOMMENDATION 7: Promote a gender equal approach to parenting based on the Fa’asamoa and human rights to address patriarchy, female subservience and male sexual entitlement. • • • Through positive parenting programmes teach the consequences of gender inequality and raising children differently based on gender. Provide practical guidance on how to parent in a gender neutral manner and the benefits that can confer to a child. Monitor impact of programmes. 13.2 Gender roles INQUIRY FINDING 15: Samoa is a patriarchal society where women are seen as subservient to men. This gender inequality is the primary cause of family violence in Samoa as violence is the key tool in maintaining male superiority INQUIRY FINDING 16: The patriarchal society is reinforced and maintained by: • • • • The popular conception of Samoan masculinity; Sexual entitlement of men; Lack of communication within relationships; Victim blaming and widespread internalisation of the justifications put forward for the use of family violence The patriarchal nature of Samoa is at the heart of almost all family violence. It creates gender inequality which in turn requires family violence as a controlling mechanism to be maintained. Addressing patriarchy in all forms and fostering a society that is built on equality between men and women is therefore essential for combatting family violence. The Inquiry found many ways in which patriarchy is reinforced and each must be neutralized in order to lay the foundation for a non-violent society. “All of this violence is reinforced through the gender roles – women cleaning and cooking and men making decisions and doing whatever they want. All of these things are contributing factors that are fueling violence in families. I am one of very few men in my village who does the washing and cooking and I am not