Bargaining with patriarchy or converting men into pro-feminists: social-mediated frame alignment in feminist connective activism

• Published in: Feminist media studies Vol. 23; no. 6; pp. 2610 - 2628
• Main Authors: Yang, Xinying, Qiu, Hongfeng, Zhu, Ranran
• Format: Journal Article
• Language: English
• Published: Abingdon Routledge 18.08.2023; Taylor & Francis Ltd
• Subjects: Activism; Alignment; Altruism; Digital media; Egoism; Feminism; feminist activism; frame alignment; Frame analysis; Mass media effects; Men; MeToo; Mobilization; Patriarchy; Social change; Social media; Social media influencer; social movement; Social movements; Social networks; Transformation
• ISSN: 1468-0777; 1471-5902
• DOI: 10.1080/14680777.2022.2075909

This study applies the frame alignment theory in the social movement literature and a mixed-methods frame analysis to investigate how Chinese social media influencers employ various strategies to promote men's pro-feminist engagement. Notably, presenting universal human values is identified as a frame extension strategy that goes beyond the narrow scope of egoism and altruism. In contrast, appealing to egoistic and altruistic values, as a frame amplification strategy, serves as stakes to bargain with patriarchy in exchange for male endorsement of feminist goals. It thus may bring unsustainable support to the feminist cause rather than a substantial social change. This study also exhibits frame transformation in chronological order to reveal the impact of symbolic socio-political events on frame-setting. Our research findings will shed light on social media's promise and pitfalls in feminist mobilization and extend the frame alignment theory beyond its original focus on ungendered and offline social movements.