'I'm gonna OJ you': How the Simpson case changed perceptions -- and the law -- on domestic violence

It wasn't long after the televised spectacle of O.J. Simpson fleeing a phalanx of police cars in a slow-moving white Ford Bronco on June 17, 1994, that batterers across Los Angeles adopted a bone-chilling new threat.

I'm gonna O.J. you.

"We all heard it working with our clients," said Gail Pincus, executive director of the Domestic Abuse Center in Los Angeles. "I heard it directly from the abusers. It was a form of intimidation, of silencing and getting compliance from their victims."

Abuse survivors, meanwhile, flooded rape and battery hotlines and shelters, telling advocates: I don't want to be the next Nicole.

The phone "was almost off the hook," said Patti Giggans, executive director of Peace over Violence, then called the Los Angeles Commission on Assaults Against Women. "We were overloaded."

"People were reaching out for help; they wanted to know, 'Could that be me? Could that happen to me?'" she said. "It was a revelation that somebody could die."

For the American public, the slayings of Simpson's ex-wife, Nicole Brown Simpson, and her friend Ronald Goldman were practically inescapable in those days. An estimated 95 million people watched the Bronco chase on television. Some 150 million tuned in for the verdict in 1995, when Simpson was acquitted.

The killings took place at a pivotal moment for domestic violence in California and the United States, catapulting what had long been considered a private problem into the public sphere.

"That murder captivated people. You could not escape from it," said author and abuse survivor Myriam Gurba, whose 2023 essay collection "Creep: Accusations and Confessions" explores gender violence.

The case threw into stark reality a devastating truth — that domestic violence is uniquely deadly for women and girls. Between a third and half of all female homicide victims in the U.S. are killed by a current or former male partner, according to the Centers for Disease Control and Prevention and the Bureau of Justice Statistics.

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