Feminist Digital Activism in Building Social Awareness of Women Issue in Post Pandemic Era

Marketing and Mass Communication Program, Communication Study Program, Faculty of Digital Communication and Hotel & Tourism, 11480 Bina Nusantara University, Jakarta, Indonesia

^* Corresponding author: viviens@binus.ac.id

Abstract

This study aims to analyze visual narrative content on Instagram as a form of feminist digital activism in a post-pandemic era. In addition, it will study further how the social cognitive learning process through the visual narrative has the potential to encourage the formation of social awareness of women’s issues in Indonesia. This research uses a descriptive qualitative method completed by narrative analysis. At the same time, data was collected through in-depth interviews with Jakarta Feminist actors and by analyzing Jakarta Feminist Instagram content using the Greimas actant model throughout April 2022. The study results show that the visual narrative uploaded by Jakarta Feminist has shown vital inclusiveness and collaborative effort to build social awareness regarding women’s issues. Although technically, audio-visual content through digital platforms has not been maximized yet, the series of actants have described the collective goals and expectations of social issues. On the other hand, stereotypes and social prejudice must be faced in growing social awareness about the importance of a gender-egalitarian society.