Reframing gender inequality: how social media messages about gender inequality affect collective action for gender equality among Italian men
Daniela Di Michele (Università di Padova)
Research on men’s collective action for gender equality has often viewed men as the privileged group acting in solidarity with women as the disadvantaged group to improve women’s condition. According to Connell’s theorization on masculinities (2005), conceiving gender equality as only addressing women’s issues and portraying men as the overall privileged group could foster a backlash posture, preventing men from feeling a sense of common cause with women. It is still unknown whether framing gender inequality as a problem that affects both men and women can foster CA in support of gender equality among men, by increasing a sense of common cause and solidarity with women. Through an experimental study I explore whether men’s willingness to engage in collective action for gender equality could be influenced by reading Instagram posts framing either (a) both women and men or (b) only women as negatively impacted by the current gender system.
Italiano 
English