Navigating the Dichotomy of social media for Women’s Economic Empowerment: A Multiple Case study design

Abstract

This paper uses a multi-case study approach to explore the intricate relationship between social media technology, women's economic empowerment, and the perpetuation of disempowerment through objectification. It focuses on influential female figures in the social media sphere, utilising media reports like news articles, blogs, and social media posts for data collection. This information is then coded and analysed to uncover patterns, themes, and relationships regarding economic empowerment opportunities, challenges, and barriers. On one hand, women utilise social media to advance their economic empowerment by showcasing products, sharing success stories, and connecting with a global audience, leading to collaborations and promoting women-owned businesses. Despite facing adversity such as broken marriages, socioeconomic constraints, and gender inequalities, women demonstrate resilience through social media platforms. However, the pursuit of economic empowerment also presents challenges, including the perpetuation of disempowerment through exploitative content creation, the normalisation of harmful practices like unrealistic beauty standards, and exposure to exploitative opportunities like pyramid schemes targeting vulnerable women. Social media also normalises unethical behaviours such as deceptive advertising and reinforces gender stereotypes by objectifying and sexualising women, reducing them to their physical attributes and undermining their credibility in professional contexts. Ultimately, this study highlights the complexities of social media's role in both empowering and disempowering women in their pursuit of financial freedom. Women's empowerment initiatives should prioritise economic progress while safeguarding the dignity of women in the digital age.