Women’s rights movements in Ethiopia : The role of activism via social media on traditional gender norms and attitudes

Abstract: The main aim of this Degree Project was to investigate the role of social media for women’s rights movements in Ethiopia, specifically for the #MeTooEthiopia movement, and whether utilising social media in their operations and mobilisations has enhanced the movements’ ability to raise awareness and challenge traditional gender norms. The research was investigated through the lens of digital activism and via the logic of connective action, by utilising in-depth semi-structured interviews with women’s rights activists in Ethiopia and overseas and undertaking a review of the #MeTooEthiopia movement social media platforms. Through the interviews, it was possible to identify numerous benefits and challenges relating to the country-specific cultural, social and economic context that women’s rights movements in Ethiopia have to operate in. For the #MeTooEthiopia movement specifically, operating an international movement within this context has been challenging, however due to its ability to diversify and adopt to both new and traditional communication technologies, the movement has been able to sustain its momentum and remain active in their attempt to raise awareness and challenge traditional gender norms. The findings also demonstrate that for contemporary women’s rights movements in Ethiopia, raising awareness and bringing along attitudinal change cannot be accomplished by only utilising new technologies. Rather, it is necessary to combine activism via social media with traditional forms of communication, including face-to-face meetings, to be able to have a reach across the wider society.