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Campaign Overview: Second Wave Feminist Movement
Name
Institution
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Professor
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Campaign Overview: Second Wave Feminist Movement
The primary objective of my social media campaign is to reawaken the interest and
information around the crucial issues and accomplishments of the second wave feminist
movement from the 1960s-1980s (Browning, 2020). While it did important work in
advancing women’s rights, many of the philosophies and calls to action, which were once so
popular, now seem like they have faded into the background, particularly among the youth.
My campaign aims to rebrand and reframe classic second wave feminist concepts through a
modern and digitally native perspective which is more relevant to today’s behaviour and
online culture.
The primary objectives include:
1. To make young people understand the important personalities, events, and
consequences of this deep movement.
2. To light the flame of intense dialogue and action on lasting issues like work place
equality, reproductive rights, and anti-violence effort.
3. To praise the trail blazers as the young women today take the flame and become the
leaders of the feminist movement.
Representation Strategies
To give a visual representation of the campaign, I will create modern depictions that
mimic the iconic aesthetics of the second wave feminism movement from the 1960s-1980s
(Barriga, 2016). This unique look will create a strong link between my social media posts and
the grassroots of my movement. Visual styles, such as profile pictures and posted images, can
be mixed with classic feminist protest visuals like raised fists and color blocking (red/purple
style), but in a modern, high-resolution vector art design. Photos taken in the past by marches
and rallies will be restored and put together with images collected at present time for more
connection of two eras. Likewise, the language and message will adopt an unapologetic,
fearless, and powerful style as demonstrated in second wave feminist writings and speeches.
The contributions of early figureheads like Gloria Steinem and Betty Friedan will be included
in the quotes which will be complemented with pondering questions asking the participant for
his or her own views on feminism today (Evans, 2010). As the campaign continues, it will
portray diversity among race, age, body types, genders and fixtures to reflect the concept of
the intersectionality of feminism. There will be no strict definition of a feminist that limits
how they are supposed to look or talk.
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Image Affect
As for the imagery from the past, the pivotal strategy would be the use of
representative techniques to create a deep emotional connection for present-day viewers. The
visuals that I will choose for this channelized attention mode will include scrolling through
social feeds. As visuals, striking color compositions, purposeful cropping, and analog
glitch/distortion graphics will all be used to the utmost extent so as to interrupt within the
cognitive capitalist content stream (Chen et al., 2023). Animation, cinemagraphs and video
shorts with looped videos will achieve an effect of ‘experimental editing’ by jumping cuts,
postprocessing flourishes, and an all-around discomfort. The aim is to produce multimedia
content that does not merely shake off the history of feminism, but touches the viewers to
provoke emotions embodying defiance, self-empowerment, training persistence, and joy.
Hashtag Activism that will be used may include #ReclaimFeminism,
#FeminismUnfinished, and #SecondWaveResistance. Coming up with a distinctive yet
catchy name is necessary for this hashtag to gain popularity (Ta’amneh & Al-Ghazo, 2021).
The name should show the meaning of the tagline. It will develop on the visual layout and be
illustrated across platforms. Jointly recalling, assessing, telling the stories about second
wave’s influences is crucial. Sharing content from one’s own camera that reflects the
thoughts of second wave feminists will also be allowed. Identification of the existing
acts/policies/behavior which distort the movement values will also be necessary. With
identified hashtag content, it will be constantly promoted across the campaign’s high
visibility accounts. I would also appreciate the insightful and outstanding submissions by
regramming them or retweeting them to my wider viewership. This will eventually make my
hashtag famous on the social media channels that will establish a new digital home base for
second-wave feminist thinking and actions. It drives massparticipation amidst strict control of
the centralized narrative.
Hybrid Campaigning
Although I will basically concentrate on the digital channel, I shall apply hybrid
tactics in by linking the digital channel with real world events as well as issue based call to
action campaigns from time to time. Take for instance that the campaign will be crowned
with worldwide coordinated demonstrations and building occupation to pay tribute to second
wave protests that changed the institution ( Bracciale & Cepernich, 2018). The relevant
events will be heavily processed and recorded through digital means so as to form the
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concentration of activity and power around the hashtag. Before they are released, the online
campaign will present history’s backroom information on the selected event, combined with
current articles and opinions gathered from the interviews and research. The hashtag will also
be used to distribute a digital toolkit containing graphics, slogans, and informative modules
that can be downloaded and shared via email and social media. The physicality elements
don’t play a supporting role, they are a climactic representation of digital-material hybridity.
They form the foundation of keeping the activism burning and passing the light to the
younger generations.
Audience Research
I chose week 9 interview with Maria Jose who is a digital editor. She grew up with a
feminist mother and most people around her encouraged her to discover feminism. When she
came to Mexico City is when she became actively engaged in feminism as an activist. The
idea of feminism is important to her since it enabled her to learn how to protect herself as a
woman and be against acts like femicide. There was a feminist government in Mexico City
but it eventually started to push down on the different demonstrations that they held. This did
not stop them; instead, it made them even more engaged in demonstrations. For the last
decade that Maria Jose stayed in Mexico, the feminist movement has gained some traction
and has been criticized publicly even by the president of Mexico. Maria Jose is involved in
Women Together Marah Bunta when the movement kicked in Mexico City. According to
her. Me Too started in Mexico because more women were ready to say their story and a
WhatsApp Group was created which had women writers who openly communicated on the
activity that they needed to do collectively for emotional support. Their aim was to have
spokesperson who would keep their movement a secret and not disclose their identity. As a
result, they stated twitting and replicating them in their accounts because they were scared of
powerful men who would go against their movement. They also wanted their movement to be
equal so there was no one selected to be the face of their movement. They just wanted to hear
each other and support each other emotionally and even politically. At the beginning there
was a lot of fear and they needed momentum to start taking action. The organization, Marah
Bunta is very strong in Mexico City and it also practices digital safety. Their group had a
code name to ensure that they maintained anonymity for safety purposes. The unifying
hashtag of “Me Too” enabled people to become more involved in feminism.
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References
Barriga, M. F. (2016). Deconstructing Feminist Art and The Evolution of New Media.
Prescott College.
https://search.proquest.com/openview/ad5a5fc56bdc3c0d7aa5f6ad64706278/1?pq-
origsite=gscholar&cbl=18750
Bracciale, R., & Cepernich, C. (2018). Hybrid 2018 campaigning: the social media habits of
Italian political leaders and parties. Italian Political Science, 13(1), 36-50.
https://arpi.unipi.it/handle/11568/924550
Browning, M. (2020). The Second Wave in Secondary Schools: Textbooks and Standards on
the Feminist Movement. https://scholarship.depauw.edu/cgi/viewcontent.cgi?
article=1134&context=studentresearch
Chen, S., Wang, H., Fang, Y., & Wang, W. (2023). Informational and emotional appeals of
cover image in crowdfunding platforms and the moderating role of campaign
outputs. Decision Support Systems, 171, 113975.
https://www.sciencedirect.com/science/article/pii/S0167923623000507
Evans, S. (2010). Tidal wave: How women changed America at century's end. Simon and
Schuster. https://books.google.com/books?
hl=en&lr=&id=5HboQ2wEcgYC&oi=fnd&pg=PA1&dq=contributions+of+early+fig
ureheads+like+Gloria+Steinem+and+Betty+Friedan+will+be+included+in+the+quote
s+which+will+be+complemented+with+pondering+questions+asking+the+participant
+for+his+or+her+own+views+on+feminism+today&ots=0suiXxRb02&sig=_qNTJGp
0QbTrXJ0aw_LhNo_Y5gg
Ta'amneh, I. M., & Al-Ghazo, A. (2021). The importance of using hashtags on raising
awareness about social issues. International Journal of Learning and
Development, 11(4), 10-24.
https://pdfs.semanticscholar.org/6cb6/61b5c557bcc437408544116bb8368a981e9e.pdf
