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

ABSTRACT

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.

KEYWORDS:

• Social media influencer
• frame alignment
• feminist activism
• social movement
• MeToo

Acknowledgments

The authors thank two anonymous referees for their valuable comments.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1. While local women’s federations usually have a close relationship with local governments, they are officially certificated as “other organizations” on WeChat.

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.

Notes on contributors

Xinying Yang

Xinying Yang is a PhD student at the School of Journalism and Communication, Xiamen University. Her research interests lie in gender, media and society. She can be contacted via [email protected]. E-mail: [email protected]

Hongfeng Qiu

Hongfeng Qiu is a professor at the School of Journalism and Communication, Xiamen University. He received a PhD degree from the University of Sydney. His research interests include health communication, risk communication, and new media and society. He can be contacted via [email protected]. E-mail: [email protected]

Ranran Zhu

Ranran Zhu is a postgraduate student at the School of Journalism and Communication, Xiamen University. She can be contacted via [email protected]. E-mail: [email protected]