HASHTAG FEMINISM AND DIGITAL SOCIETY: COMMUNICATION STRATEGIES IN CONTEMPORARY GENDER MAINSTREAMING

Abstract

Contemporary feminism is marked by the emergence of hashtag activism as an effective communication strategy in advancing gender equality. This phenomenon constitutes a central element of fourth-wave feminism, which is characterized by the utilization of social media to highlight issues of injustice, sexual violence, and women’s representation in the public sphere. This article examines the role of hashtag feminism in shaping digital communication strategies that can effectively advance gender mainstreaming in digital society. Drawing upon a literature review, critical discourse analysis, and a comparative study of global campaigns such as #MeToo alongside local initiatives in Asia, the article underscores how hashtags serve to foster solidarity, transform personal narratives into public agendas, and challenge patriarchal power structures. The findings indicate that, despite critiques of slacktivism and the limitations of algorithmic systems, hashtag feminism remains a vital instrument for enhancing gender literacy, expanding public participation, and promoting policies more responsive to gender equality. It can be concluded that digital communication strategies must be integrated with policy frameworks and literacy education to ensure that gender mainstreaming can be achieved in a more inclusive and sustainable manner.