Gender equality in Indonesia has been an ongoing issue that has yet to receive proper and optimal attention. Based on the Gender Inequality Index, Indonesia ranks the highest among other ASEAN countries such as Laos, Cambodia, and Myanmar. Globally, Indonesia is ranked 85th out of 149 countries regarding gender gap.[1] In fact, the movement to advocate for gender equality was pioneered as early as 1908 by a young woman named Raden Ajeng Kartini, who became a national hero in Indonesia for her efforts in women’s emancipation.[2]

The struggle for gender equality continues in various aspects, from education, cultural norms, policies, and leadership. Despite the government’s efforts, the gap between men and women persists. This gap has led to various community movements to accelerate gender equality. Advocacy related to this issue is continuously carried out through various means, primarily by optimizing the use of numerous media, including:

1. Advocacy towards policymakers, as exemplified by the following:

One prevalent gender issue is the vulnerability of women to violence. Therefore, there is a pressing need for legal protection and policies that ensure the safety and fulfillment of women’s rights. Various parties frequently voice this urgency through media platforms, such as protest movements led by activists, lobbying efforts, and the dissemination of expert opinions through print media and social media. These efforts have yielded results, as evidenced by the enactment of the Sexual Violence Criminal Law by the People’s Representative Council on April 12, 2022.[3] Indonesia has a law, Law No. 2 of 2008 on Political Parties, which mandates a minimum of 30% representation of women in politics. However, the 2019 general elections recorded only 20% of women occupying parliamentary seats. In this regard, the government’s commitment to providing space for women in the political sphere remains an ongoing issue advocated by the National Commission on Violence Against Women and civil society organizations such as Aisyiah through mass media and lobbying efforts.[4]

2. Advocacy towards the general public, as exemplified by the following:

Norms and cultural practices in Indonesia are still influenced by patriarchal systems, where power relations place men in a more dominant position than women. Kamla Bhasin, an Indian feminist activist, defined patriarchy in her book “What is Patriarchy?” (1993) as the power held by fathers or men (patriarchs) or a system dominated by men (Bhasin, Kamla (1993) What is Patriarchy?). Feminist movements in Indonesia have emerged to advocate for gender equality while challenging the long-standing patriarchal system.

Various community organizations, including the Ministry of Women Empowerment and Child Protection, advocate the importance of empowering women through methods such as social media campaigns, opinion pieces in the mass media, and advocacy/lobbying.

In disseminating the issue to the general public, several challenges must be addressed, including:

1. Women being considered subordinate or devalued.

2. Gender stereotypes or negative stigmas against women resulting from the patriarchal system.

3. Objectification of women.

4. Double burden faced by women.

5. Women as a marginalized group.

Therefore, the educational stage is crucial in providing information to the public about the importance of women’s empowerment. Information dissemination can be done through accessible media platforms to create awareness, followed by acceptance and subsequent action.

So, how can this issue be communicated to the public? Social media platforms such as Instagram, Twitter, Facebook, and YouTube play a significant role in spreading this issue.

DataReportal released research in February 2022, indicating an increase of 21 million social media users or 12.6% since 2021, reaching 191.4 million users in January 2022, equivalent to 68.9% of the total population of 277.7 million in Indonesia as of January 2022. The data also provides information on the number of users per platform:

139 million on YouTube, 129.9 million on Facebook, 99.15 million on Instagram, 45 million on Twitter, and others.[6]

Gender equality can only be achieved through a large-scale collective movement. When utilized effectively, social media can be an appropriate platform if the information disseminated is educational and free from patriarchal biases.

What strategies can be implemented?

– Regular uploads of daily content about gender equality on social media platforms.

– Utilizing influencers or individuals considered to influence their followers.

– Organizing mass movements on social media using hashtags.

– Hosting online learning or discussions on gender equality through webinars or live streaming.

Have the methods above proven to be successful? The answer to the previous question certainly depends on the target audience. Approaches to policymakers and the general public cannot be equated. Adjustments need to be made so that the information provided can be well-received by the recipients. There is a gap between message recipients. People who are accustomed to patriarchal culture or have not been exposed to gender equality issues are more likely to reject such information.

What is the appropriate speech style? A friendly and informative tone, devoid of rudeness or coercion, remains the most common communication style used to minimize conflicts on social media. Additionally, learning can be packaged in the form of everyday life stories. Such content types are typically more easily accepted as they relate closely to the experiences of content consumers.

Author: Angeline Hidayat