Hashtivism’s potentials for mainstreaming feminism in politics: the Red Lips Revolution transmedia narrative

ABSTRACT

Using a key symbol of the normative construction of femininity in popular culture, red lipstick and the act of putting it on, the “Red Lips Revolution” transmedia storytelling (#EzpainGorrienIraultza) examined in this study makes a contribution to understanding how feminism can intervene in masculinised and mediatised electoral spaces, transforming an area that has traditionally been one of clear male domination. Regardless of its regional scope (Basque 2016 Parliamentary Elections), this case acts as a model of how feminism can benefit from the specific potentials of digital and Twitter storytelling to promote a shift from feminised politics and parties’ quotas to a real feminist mainstreaming, contributing to current media scholarly discussion on feminist hashtivism from constructive and inclusive approaches.

KEYWORDS:

• Feminism
• digital storytelling
• Twitter
• hashtivism
• politics

Acknowledgments

The authors would like to thank those interviewed for participating and their contributions to this study, as well as the editor and the reviewers for their contribution to the manuscript.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This research has been supported by the Basque University System Research Group “Gureiker” (IT1112-16).

Notes on contributors

Ainara Larrondo Ureta

Ainara Larrondo Ureta is a senior lecturer in Online Newswriting in the University of the Basque Country. She is engaged in scholarship focused on feminist media, gender and communication research, innovation in communication and journalism education. She is author of several studies on these issues and director of Gureiker research Group (Basque University System, IT1112-16). E-mail: [email protected]

Julen Orbegozo Terradillos

Julen Orbegozo Terradillos is lecturer of Public and Political Communication in the University of the Basque Country. His research falls within the fields of feminist politics, emotions in politics and organisational communication. He is engaged in scholarship that focuses on understandings of emotional uses in the political field and the public communication. E-mail: [email protected]