Abstract

This essay examines how Facebook has influenced the development of feminist identity, the creation of communities, and activism. User profiles, news feeds, mini-feeds, and topic tags are just a few of the elements of facebook that let people create and express fluid, changing digital identities. Facebook also helps feminism communities thrive by facilitating resource sharing through groups and pages. But it’s also important to take into account obstacles and constraints like misogyny, celebrity feminism, and the effectiveness of online campaigning. Understanding and addressing these problems will help Facebook continue to support the larger feminist movement and promote significant social change.

 

Introduction

In the modern digital age, social media platforms play a crucial role in connecting people, facilitating communication, and promoting the exchange of ideas. Among social movements, feminism is a prominent force. Its practice through the Internet is a recent social and political phenomenon identified with the third wave of feminism and persisting through the internet’s social media platforms (Diniz & Silva, 2017). Women use social media to explore their emerging feminist identities, promote solidarity and collectivity through shared experiences, organize global protests, and build feminist discourses that challenge patriarchal norms (Roth-Cohen, 2022). This paper will examine how Facebook has assisted feminists in constructing online identities, enhancing the creation of online feminist communities, and serving as a tool for promoting feminism. The paper will also discuss the limitations and challenges of using Facebook to advance the feminist movement.

 

The Evolution of Facebook as a Social Platform

The development of Internet technology has led to the birth of social networking platforms such as Facebook, which has fundamentally changed the way people obtain information and interact. The earliest World Wide Web was mainly composed of hypermedia text, which provided a platform for obtaining information and became an electronic knowledge database (Johnson, 1995). Then, Web 2.0 gave birth to social media platforms, blogs and online collaboration sites. According to O’Reilly (2005), unlike the static information that was only readable on the early World Wide Web, Web 2.0 focuses on real-time, dynamic multi-person cooperation and collective intelligence. In the Web 2.0 era, users generate content and engage in social interaction and collaboration. For example, users no longer just browse the information on the website but classify and retrieve information on related topics and create their own social networking sites.

Facebook is a typical social media platform in the Web 2.0 era. Initially, Facebook was born as a campus-exclusive social networking platform for Harvard students to upload personal information, but due to the rapid expansion of its popularity, it soon became popular in other universities and opened to all Internet users (Phillips, 2007). According to Facebook founder Mark Zuckerberg, the original intention of Facebook is to make the world more open and connected by sharing information (Kakutani, 2010). As Mark Zuckerberg envisioned, Facebook’s user base has proliferated over the years. As of the fourth quarter of 2022, it has about 3 billion users and about 2.96 billion of which are active each month, making it the most used online social network in the world (Dixon, 2023).

Facebook user growth can be attributed to diverse interactive features, network effects, and algorithmic capabilities. Facebook provides a variety of functions and tools for different users, such as groups, pages, events, Messenger, and news feeds, to meet users’ needs and preferences (Valenzuela et al., 2009). Also, Facebook’s “News Feed” and “Mini Feed” features provide users with continuous updates on their contacts’ activities and recent changes to their profiles, respectively (Valenzuela et al., 2009). These features enable users to participate in various online activities, promote social interaction and attract a diverse user base. For example, the global social network gives Facebook users the opportunity to express their views, thoughts, likes and dislikes about events around the world, increasing user engagement (Khanam et al., 2023). Network effects refer to situations where each new user joining a platform benefit those already on the platform (How Facebook Became a Powerhouse Through Network Effects, n.d.). Facebook cleverly taps into people’s natural tendency not to want to be left out, amplifying new users’ positive feedback loop. Facebook’s personalization algorithm classifies and presents content from friends, groups, and pages based on user preferences and interactions, thereby increasing the value of social interactions (Mims, 2017).

In addition, as a new type of communication tool, online social platforms such as Facebook are very different from traditional phone calls, text messages or face-to-face conversations. It provides a different way of socializing and changes the way we obtain information. Facebook’s web-based service allows individuals to build public or semi-public profiles in a bounded system, list other users with whom they share connections, and view a list of their connections as well as those of others within the system (Ellison & Boyd, 2013). Today, Facebook has replaced newspapers and word of mouth as the primary source of information. Many people use Facebook to get news, share and discuss articles and multimedia content from various sources (Newman et al., 2020).

Thus, the development of Internet technology and the rise of social networking platforms such as Facebook have fundamentally changed the way people obtain information and interact.

 

The Construction and Expression of Feminist Identity on Facebook

As a widely used social media platform with an extensive user base, Facebook has emerged as an influential medium for various social movements, including feminism. Online platforms like Facebook provide a vital space for feminists to construct and express their identities. Facebook enables users to create profiles, post content, and engage in discussions, establishing their unique digital identities and sharing information with others (Subrahmanyam & Šmahel, 2011). Marwick and Boyd (2011) added that individuals often engage in fluid and selective self-presentation, configuring their online personas to portray specific images or identities in response to social trends and changes (Marwick & Boyd, 2011). For instance, regularly updating profile pictures, status updates, and shared content to reflect a person’s shifting interests, experiences, and affiliations.

Additionally, the digital sharing with the same identity gives feminists a way to connect with others of the same identity. According to Ellison et al. (2007), specific forms of computer-mediated communication can reduce interaction barriers and increase users’ commitment to self-disclosure. For example, hashtags such as #MeToo, #YesAllWomen, and #YouOkSis, have emerged as tools for building and defining feminist identity. The term “MeToo” was initially coined by African American women’s rights activist Tarana Burke in 2006 to raise awareness about the pervasive nature of sexual abuse and assault in society (Roth Cohen, 2022). In 2017, the hashtag gained prominence on Facebook as part of a digital campaign by girls and women opposing sexual harassment and violence perpetrated by Hollywood producer Harvey Weinstein and was shared in over 12 million Facebook posts and responses within 24 hours (Keller, 2017).  The #MeToo movement has encouraged more women to share and discuss their experiences with sexual harassment, stimulating greater feminist awareness and solidarity.

Furthermore, Digital sharing has accelerated the spread of feminism and laid the groundwork for feminist-related social change.  As an interactive platform that offers rapid, easily digestible, and comprehensive information, Facebook connects feminists globally, promoting the exchange and diversification of ideas and encouraging social progress and development (Ward, 2017). Keller (2017) also asserts that sharing stories through social media can generate the feminist awareness necessary for structural change. Besides, Ward (2017) contends that the dissemination of feminist information on Facebook helps women’s groups challenge their marginalized status and reduce gender bias in international media, indicative of social change.

Therefore, Facebook has become a critical platform for the construction and expression of feminist identity. Its features, such as user profiles and hashtags, facilitate the development and communication of feminism and feminists.

 

Facebook as a tool for forming feminist online communities

Facebook, as a platform for fostering connections and collaborations among feminists, has played a significant role in establishing feminist communities and furthering the development of feminism. Firstly, Facebook’s Groups and Public Pages allow individuals with common interests to discuss feminist issues, share experiences, and engage in collective action. For instance, “Women’s Rights News” is a well-known nonprofit website and feminist community with over 1.79 million followers, offering a platform for feminists to discuss current issues, share resources, and support one another (Women’s Rights News, n.d.). Marwick and Lewis (2017) show that Facebook’s “Groups” application facilitates creating and joining groups centred around shared interests and activities by incorporating users’ personal information. Each individual’s group membership and the groups their “friends” join are visible within the group, fostering a sense of community.

Secondly, Facebook groups enhance the digital identity of collective feminism and strengthen feminists’ connections. Feminist groups on Facebook cultivate a collective digital identity for women’s rights, functioning as a space for raising awareness and providing a supportive environment (Roth-Cohen, 2022). In addition, since women dislike conflicts less than men, communication in communities with more women tends to have more positive effects. Iosub et al. (2014) noted that women tend to have more positive and relationship-oriented communication and writing styles than men and are less likely to use angry language in response to conflict. As a result, feminists tend to be more attracted to each other, forming cohesive, positive communities. Roth-Cohen (2022) further highlights that virtual social spaces’ unique functionality encourages women’s rights group members to openly share their thoughts and feelings with fellow group members, who are considered friends. These connections foster a sense of belonging and enhance community ties, as members find true friends and receive support they may not find elsewhere.

Thirdly, Facebook groups can link different feminists worldwide, allowing them to connect with each other and make more connections. Diniz & Silva (2017) assert that the global discourse within Facebook’s feminist communities generates new reflections and deconstructs patriarchal myths and stereotypes about women, potentially reaching a broader audience. For example, A search for feminist groups on Facebook reveals a diverse range of public and non-public groups with varying regional and thematic focuses, attracting memberships ranging from around 10 to as many as 4 million people.

Finally, Facebook has provided a platform for organizing feminist offline events, allowing feminists to add strong connections offline. Facebook enables feminist groups all around the world to access mobilization information that may be unavailable in offline settings, thereby providing more opportunities for engagement (Valenzuela et al., 2009). For instance, to counter Donald Trump’s derogatory statement about women, Teresa Hook held a Women’s Rights March in Washington, D.C. and attracted more than 10,000 users to participate, which shows Facebook’s capacity to mobilize women’s rights activists on a large scale (Cusumano, 2017).

Therefore, Facebook has proven to be a powerful tool in facilitating the growth and development of feminist communities. As Facebook continues to serve as a hub for global discourse, resource-sharing, and offline activism, it plays a pivotal role in advancing women’s rights and dismantling patriarchal stereotypes, thereby contributing to the broader feminist movement.

 

Challenges and limitations of feminism on Facebook

While Facebook has undoubtedly played a crucial role in advancing the feminist community, it has also introduced various challenges and limitations. One significant obstacle feminists face on the platform is misogyny, manifesting in the form of online harassment and death threats. This hostile environment often forces women and feminists to abandon social media platforms altogether. For instance, men who oppose feminism can easily find like-minded allies and engage in cyber lynching, subjecting women or feminists to relentless rape and death threats (Jane, 2016). In addition, with feminism gaining widespread recognition, celebrity feminism is being pushed more by many influencers in order to gain more support from women. Many celebrities adopt a feminist image as a marketing strategy to maintain their public persona, potentially deviating from the core values of original feminists or promoting alternative perspectives (Keller & Ringrose, 2015). The influencers did promote the spread of feminism, but perhaps their different interpretation or misunderstandings of feminism made their audiences misreceive the feminist message. Last but not least, the efficacy of social media platforms such as Facebook in spreading feminist ideas and promoting social change may not be as rosy as feminists would like to think. Morozov (2011) contends that the dual nature of these networks often precludes users from making meaningful commitments to enact tangible change, even if they engage in social issues. As such, relying solely on platforms such as Facebook might not yield the desired impact on society.

Therefore, while Facebook has facilitated the growth of the feminist community, it is crucial to recognize and address the challenges and limitations it presents to ensure continued progress and meaningful social change.

 

Conclusion

The evolution of Facebook as a social platform has fundamentally changed how people access information and communicate. Facebook has played an essential role in constructing and expressing feminist identities, providing a platform for feminists to share experiences, raise awareness, and cultivate online communities. Furthermore, Facebook is a powerful tool for the growth and development of feminist communities, helping feminism is breaking down traditional barriers, spreading the word about core feminist issues, popularizing the cause and bringing about practical and theoretical updates that convey the creative and positive image that contemporary feminism seeks to give (Diniz & Silva, 2017). However, using Facebook to facilitate the spread of feminism does have challenges and limitations, including misogyny in the form of online harassment and death threats, the phenomenon of celebrity feminism, and more. Despite these obstacles, Facebook is critical in promoting women’s rights and eliminating patriarchal stereotypes. Feminists need to overcome online violence and work to popularize and encourage feminism and explore alternative platforms and strategies to promote feminism and women’s empowerment globally to ensure continued progress and meaningful social change.

 

 

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