Hashtag Activism and Feminist Advertising: The Role of Social Media in Addressing Gender-Based Violence

The intersection of hashtag activism and feminist advertising presents a unique synergy in addressing gender-based violence. Social media campaigns often utilize feminist advertising tactics to amplify their messages, creating a unified front against GBV. Movements such as #MeToo and #NotAllMen have catalyzed conversations about sexual harassment, domestic violence, and systemic oppression faced by women, revealing the pervasive nature of GBV in Indian society. These hashtags have not only amplified individual voices but have also compelled brands to engage with these issues, prompting a reevaluation of advertising strategies. By integrating feminist ideals into their marketing strategies, these brands not only engage consumers but also contribute to a broader discourse on gender equality. However, the commercialization of feminist messages raises ethical questions about the motivations behind such campaigns, necessitating critical examination of the impact on genuine activism. This paper employs qualitative content analysis of social media posts and advertising campaigns, to explore the effectiveness of these campaigns in addressing GBV. Through this exploration, the research aims to contribute to the understanding of how hashtag activism and feminist advertising can work in tandem to foster awareness, solidarity, and action against gender-based violence in contemporary India.

Keywords: Hashtag Activism, Feminist Advertising, Gender-Based Violence, Social Media, Women's Empowerment