Patterns of online feminism posts in Twitter among the German-speaking community during pandemic

This study investigated the discourse surrounding feminism and sexism on Twitter, focusing on the hashtags #feminismus and #sexismus within German- speaking communities from 2020 to 2022. Employing Goffman’s Framing Theory and Ambivalent Sexism Theory (AST), the study explored two core questions: the recurring themes and framing mechanisms in feminist and sexist discussions (RQ1) and the manifestations of sexism and sexual harassment in these contexts (RQ2). Through a mixed-methods approach, combining quantitative and qualitative analysis, the study identified the dominance of the Social Framework in shaping feminist discourse and revealed the pervasive role of hostile and benevolent sexism in reinforcing gender inequalities. Findings from RQ1 indicated that online feminist discourse was highly responsive to societal events, with peaks aligning with occurrences such as the COVID-19 pandemic and policy debates. Quantitative content analysis highlighted four recurring areas of focus: criticism of sexism, calls for action, LGBTQ+ issues, and media representation. While “Criticism of Sexism” dominated, underrepresented themes such as LGBTQ+ inclusion and media engagement revealed gaps in strategic advocacy and inclusivity. Findings from RQ2 delved into the manifestations of sexism, uncovering the interplay between hostile sexism—manifesting as overt objectification, harassment, and workplace discrimination—and benevolent sexism, which subtly reinforced traditional roles under the guise of care or protection. These forms of sexism operated across media, gaming, sports, workplaces, and cultural norms, creating a self-reinforcing cycle of marginalisation. Victim-blaming narratives and societal normalization of male privilege further exacerbated these dynamics, perpetuating systemic inequalities. This study contributed to the growing body of literature on digital feminism by integrating theoretical insights with empirical evidence, offering a comprehensive understanding of the challenges and opportunities within online activism. The research emphasised the transformative potential of social media as a tool for collective action while highlighting the need for sustained, intersectional, and multifaceted strategies to combat systemic sexism. The findings provided actionable recommendations for education, policy-making, and advocacy, underscoring the importance of bridging online discourse with tangible societal change.

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