Gourav Kumar, 2022
“Feminism, a belief in the political, economic and cultural equality of women, has roots in the earliest eras of human civilization” (History, 2022). Early signs of this movements are dated back to the Ancient Greek civilization. This movement has overcome a lot of obstacles and thanks to it, in the western world, we live in a more equal society. As feminism grew more and more, a countermovement focused primarily on men’s issues such as divorce laws, alimony, and child custody. However there seems to be little research on this movement makes this phenomenon poorly understood (Social Movements Studies, 2011).
For this report I was required to focus on social movements and the digital activism. As I am a digital marketing student, I tend to follow a lot of trends on social media. A trend that has been getting a lot of attention on Instagram and TikTok is gender roles in today’s society which links to masculinism vs feminism. The debate has existed for centuries, however in the past few years, thanks to social media and different platforms, the debate got more heated as people can share their opinions while others can agree, disagree and comment on it. Certain individuals have managed to receive a lot of attention by sharing their opinions and beliefs, and they gained a large fanbase.
In this report I will analyse the feminism movement, the masculinism movement and how social media has affected these movements. To discuss these movements, I will use concepts presented by Simon Lindgren in Digital Media and Society (2017).
“Social change refers to transformations of social relations, symbolic meanings, value structures, and other things that make up the social fabric. Such changes can of course come from a number of sources – political, economic, demographic, technological, and so on.” (Simon Lindgren, 2017). In this report I will analyse how digital media has affected social change, specifically social movements, and digital activism.
What is a social movement? Social movement is a not formally organised campaign supporting a social goal, which typically is either the implementation or prevention of a change in society’ structure or values. (Della Porta & Diani, 2006). Just like a lot of aspects of our lives, social movements have moved to social media.
Social media are sites that include plenty of tools to maximise the potentials for user-created content. It enables the creation of different types of content, such as written text, photographic image, and require users to create some sort of profile. Users can interact with other users and react to their content, by viewing it, liking it, commenting on it, sharing it, reposting it and responding to it (Lindgren, 2017).
You can now find a lot of social movements online as people can share their opinions and connect with others who share their opinions. They can link people from different parts of the world. These social movements can then meet in person and protests for a specific cause in the streets of different cities in different nations. One example of this was the Black Lives Matter that started in the USA but then expanded in other countries like United Kingdom where people protested in the streets. Black Lives Matter also had events online such as Blackout Tuesday, in which supporters posted black screens posts and stories and did not use social media during the day (Portland Monthly, 2020).
“Digital activism is when digital tools such as the internet, social media email and mobile phones are used for mobilisation, political action and to incite change” (HAD, 2020). Digital activism, today it is one of the first types of activism that people use because of how easy and quick it is to reach others (HAD, 2020).
In this report I am focusing on feminism and masculinism and how these two movements have been affected by social media. I will research and evaluate others’ opinion.
Feminism is the idea that men and women must have equal rights and opportunity. This movement started in the mid-19th century when women were seeking voting rights and educational access (Sociology Dictionary, 2013).
Masculinism is a movement that manifests the opposite of feminism. It is mainly common in the Western World. This movement believes women have now more rights and opportunities than men. They want man to be masculine again and demand rights specifically for divorced husbands and fathers (EHNE, 2020).
As mentioned previously, feminism is the belief in the economic, political, and equality of women. Feminism is usually divided into 3 waves:
Women’s Suffrage and the Seneca Falls: This wave started in 1848 at Seneca Falls Convention where feminists demanded their right to vote. This wave ended in 1920 when American women earned their right to vote. Countries like New Zealand, Australia, Finland, and the United Kingdom gave women the right to vote previously.
Women’s Liberation: This wave started in 1963 with the publication of The Feminine Mystique, document which argued about how women were still relegated to do unfulfilling roles in society like homemaking and childcare. This wave ended when The Equal Rights Amendment was passed by the Congress in the USA in 1972. This amendment banned discrimination on the basis of sex and sough legal equality for women. One year later The Supreme Court guaranteed a woman’s right to choose an abortion.
Third Wave Feminism: This wave is the most recent one. It fights against racially discrimination on women. It argues that white women are treated better and have better opportunity than other women. This wave also confronts sexual assaults and “rape culture” and it is a proof that misogyny is still around and there is still work to be done to ensure women have equal rights (History, 2022).
Feminism is a movement that has worked and is still working to reach a stage of equality of rights and opportunities between genders. This has created a better society. However, a response to feminism is masculinism which is an antifeminism movement. Masculinism argues the importance of masculinity of white heterosexual men in North America and European societies. This movements believe there is a feminine dominance in both public and private spaces. Supporters believe men are experiencing an “identity crisis” in today’s society (Melissa Blais & Francis Dupuis-Deri, 2011).
Networked Social Movements are movements that are critical off topics like politics, and mainstream media and these are often organized sporadically and without one specific leader (Castells 2015, in Lindgren 2017). Masculinism is a direct response to feminism.
Even after years of protests and fights for equal rights, according to one article, women remain far from equal both in the Western world and globally. Feminism is still very important and women of today should be as courageous and strong as suffragettes from the past (Croakey Health Media, 2022). Social Media has been a tool that feminist activists have been using to raise awareness about problems and discrimination that still happens today. The rise of social media and technology has made easier for victims to share their experience with others (Gill & Orgad, 2018). The support from others plays a key role in supporting actions like these (Li, Frieze, & Tang, 2010). However social media can sometimes be unsupportive and judging rather than empowering and supportive to people who would like to share their experience to raise awareness about serious problems. For example rape culture and victim blaming are highly present on social media. (Rentschler, 2014). Recent studies focused on feminist social movements on social media disclosed that sharing sexual assault experiences and talk about issues related to the topic, can have a positive effect. Through sharing experiences and ideas on social media as a community, people can gain support from others who support who share same ideas and concerns about the same topic. Plenty of social movements tend to use an hashtag that makes it easier for them to be recognised but also for others who support the movement to share it and reach a wider audience. The use of social media allows movement to reach people all over the world in hours. (Kent, 2013). Users online can engage with a movement by liking commenting or sharing the movement’s content and creating their own movement. Some of the most known hashtags are for example #MeToo and #SlutWalk.
These movements also have reactions in the real life, not just on internet. The #MeToo movement caused, according to The New Yorker, 201 cases in which men lost their high-status jobs due to allegations made public. Therefore, some perceived this as a threat to men as there was concern about false allegations. It also sparked discussions about sexual violence, gender relations, and masculinity. From these debates certain individuals were able to share their views and gain plenty of followers. Some of the most active feminists on social media are Jameela Jamil and Malala Yousafzai (Mashable, 2020). Meanwhile the most famous masculinism activist is Jordan Peterson. These individuals have a lot of influence as they have a large number of people who follows them and therefore could share radical opinions, resulting in all the followers sharing and promoting the same radical idea. These radical ideas could fuel to the gender hate phenomena that is spreading on the internet. A lot of these ideas could not be the solutions for the problem of inequality. A lot of times when these influencers have interviews or share an idea, it gets reposted all over social media, by users who have the same view or completely disagree, allowing others from different movements to interact with the content. These interactions are not always the most positives as some users with very radical ideas tend to argue without respecting other users.
Feminism is still needed globally as women are still discriminated in certain aspects of their life by men or even women themselves. Digital feminism movements need to keep raising awareness about these issues online. We still have a long way until negative statistics such as sexual harassment and rape drop significantly. Gender hate does not help society to reach equality. Masculinism advocates men’s problem, however the way they raise awareness is not the answer to solve those problems. Perhaps raising awareness about issues such has men’s high suicide rate rather than imposing old and sexiest concepts in today’s society would benefit all of us over all.
Feminism is still needed globally as women are still discriminated in certain aspects of their life by men or even women themselves. Digital feminism movements need to keep raising awareness about these issues online. We still have a long way until negative statistics such as sexual harassment and rape drop significantly. Gender hate does not help society to reach equality. Masculinism advocates men’s problem, however the way they raise awareness is not the answer to solve those problems. Perhaps raising awareness about issues such has men’s high suicide rate rather than imposing old and sexiest concepts in today’s society would benefit all of us over all.
LITERATURE
Schumacher, Helene 2019, Why More Men Than Women Die By Suicide, BBC
Smeller, Neil J, Social Movement, Britannica Digital Media and Society,
Lindgren, Simon 2017, Digital Media and Society, SAGE Publications Ltd
Bard Christine 2020, Masculinism in Europe, EHNE
Siobhan Neela-Stock 2020, 6 feminist activists to follow on social media, Mashable
Watters, Romey 2020, Digital Activism: The Good, The Bad, The Future, HAD
History 2022, Feminism, A&E Television Networks
Granillo, Gabriel 2022, The Role of Social Media in Social Movements,Portland Monthly
Blais, Melissa, Dupuis-Depri, Francis 2011, Masculinism and the Antifeminist Countermovement, Social Movement Studies
Kenton, Ed 2013, Feminism, Sociology Dictionary
Heller, Zoe 2022, How Toxic Is Masculinity?, The New Yorker