The mission of journalism is to inform the public, but every media story simultaneously shapes perceptions of what happened. Headlines, choice of words and images, sources used and perspective influence what the audience believes, who is held responsible and what comes to be perceived as normal. This is particularly important when reporting on violence against women and domestic violence. Even factually accurate reporting can cause additional harm if it romanticises violence, excuses the perpetrator, blames the victim or sensationalises the human experience.

Preventive narrative is a communication approach that helps to reduce the normalisation of violence, discrimination and dehumanisation. This does not mean hiding facts or creating artificially positive stories. It means reporting accurately, providing the necessary context, clearly demonstrating responsibility and respecting human dignity. Journalists must consider not only whether information is true, but also the understanding it will create in the public.

Language is not neutral. Phrases such as “family conflict”, “jealousy drama”, “love crime” and “relationship tragedy” can create the impression that violence is the result of mutual disagreement or uncontrolled emotions. In these cases, the perpetrator and their responsibility often become less visible. The passive phrase 'the woman was beaten' describes the offence, but does not reveal who did it.

Conversely, highlighting the victim’s clothing, behaviour, location or previous decisions encourages the audience to evaluate her actions. A preventive approach should ask not why the woman did not leave, but how the perpetrator exercised control, what made it difficult to seek help, and how responsible institutions acted. If appropriate, using the word 'survivor' can emphasise the person's capacity to act rather than defining them solely by the violence they experienced. Ethical journalism avoids victim blaming and euphemisms, provides social context and includes information about support services.

The preventive narrative begins during the interview. Speaking with someone who has experienced violence is not merely a matter of gathering information. Journalists must respect the boundaries of the person they are interviewing, give them the opportunity to refuse to answer questions or end the conversation, and avoid asking accusatory questions. Active listening, open-ended questions and patience help to create a safer conversation environment and produce a more accurate account of events. Rather than asking “Why didn't you leave?”, consider asking “What made it difficult for you to seek help at that time?”

Responsible journalism does not stop at describing a single incident. It is important to understand that gender-based violence is not a series of isolated private conflicts. Rather, it is related to power inequalities, social stereotypes, economic dependence and the work of institutions. Reliable data, expert knowledge and information about support systems enable us to illustrate this broader context while still focusing on the individual's personal experience.

Also, apparent balance does not always equate to fair reporting. Giving equal weight to verified facts and claims that trivialise violence or blame the victim can normalise harmful perceptions. The duty of journalism is not simply to repeat every position that has been made, but to critically evaluate, examine and explain them.

While journalism alone cannot prevent violence, it can reject narratives that romanticise it, present it as reciprocal or inevitable. The process of preventing violence begins before publication, when a journalist decides which story to tell the public.