Participation in Brazilian Feminist Movements on social networks: a study on the campaign Meu Amigo Secreto (My Secret Santa)

Abstract

Feminism is a social and political movement that fights systems that create inequalities which underpin the strata related to women, fighting racism, class oppression and patriarchalism. Recently, many women sought internet as means of expression and claim, and through it they held campaigns of national and international impact, disseminating information using the hashtags #meuamigosecreto (#mysecretsanta) and #meuprimeiroassédio (#myfirstharassment), through which women denounced situations of various types of harassment they have experienced. The aim of this study was to identify which are the elements that influence the intention of women’s participation in online feminist movements. It was held a survey with 185 women who took part in the #meuamigosecreto campaign. The methodology used was quantitative and data were analyzed by structural equation models. The study showed a robust model with high explanatory value. The results indicate that the Attitude toward the behavior, Subjective Norm, and Perceived Behavioral Control positively influence in the Intention of Participation in online feminist movements, and that the Intention directly influences on effective Participation. In addition, the tests indicate there is a significant difference between the perceptions of young and adult women. The survey provides relevant information for better understanding of feminist movements online, demonstrating that the participants believe that the campaigns strengthen the feminist movement, assist in raising awareness of men about their macho attitudes, can result in a decrease of cases of violence against women and can contribute to the debate on violence against women.