Ecofeminism in Indonesia: women’s empowerment and environmental activism on social media
DOI:
https://doi.org/10.25139/jsk.v9i3.10039Keywords:
climate crisis, discourse analysis, literacy, virtual community, women's empowerment activismAbstract
In the digital age, social media platforms like Instagram have become significant tools for grassroots activism, particularly in addressing environmental and gender issues. In Indonesia, where climate change intersects with low levels of literacy, efforts to empower mothers with climate knowledge are increasingly vital. Mothers are often at the forefront of managing domestic and environmental challenges, yet their access to climate literacy remains limited. This study aims to analyse the literacy discourse and climate crisis issues raised by @bbbbookclub in the #ClimateLiteracyforMothers campaign on Instagram. Using a qualitative approach and applying Marie-Anne Paveau’s discourse analysis, the research is grounded in the theoretical frameworks of cyberculture and digital activism. The findings reveal four dominant discourses: the urgency of positioning mothers as agents of social change; critical reflections on environmental policy and patriarchal-capitalist systems; the use of religious and local cultural narratives to communicate environmental values; and lifestyle transformation as a form of climate action. These discourses illustrate how digital activism can shape new forms of environmental engagement among marginalised communities. The study also identifies elements of ecofeminist ideology that underpin the campaign, highlighting how women’s empowerment and environmental advocacy can converge in online spaces.
References
Adeliant, J.P., Wibowo, T. O., Febrina, A.F., Roxanne, C., Kartadibrata, G.C., & Syafuddin, K. (2023). The Role of Communication Technology in Building Social Interaction and Increasing Digital Literacy in Ibu Sibuk Community. Jurnal Multidisiplin Madani, 3(8), 1704–1711. https://doi.org/10.55927/mudima.v3i8.4919
Alaidrus, F. (2022, January 28). Narasi Krisis Iklim Masih Mengawang, Bagaimana Mendekatkannya dengan Masyarakat? Retrieved February 2, 2024 from https://www.remotivi.or.id/headline/liputan/742
Ali, Mohammad. (2017). Curriculum Development for Sustainability Education. Bandung: UPI PRESS.
Ananda, D. (2024, September 27). Media Sosial dan Aktivisme Pemberdayaan Perempuan: Analisis Wacana #ClimateLiteracyForMothers pada Instagram @bbbbookclub. From UNIVERSITAS MERCU BUANA: https://repository.mercubuana.ac.id/91881/
Arwan, J.F., Dewi, L., & Wahyudin, D. (2021). Urgensi Pendidikan Berbasis Perubahan Iklim untuk Pembangunan Berkelanjutan. Jurnal Pendidikan Lingkungan dan Pembangunan Berkelanjutan, 23-38. https://doi.org/10.21009/PLPB.222.03
Cahyaningtyas, J., Udasmoro, W., & Sofjan, D. (2021). Pembelajaran Sosial Termediasi dan Aktivisme Media Sosial untuk Pola Hidup Berkelanjutan di Indonesia. Jurnal Komunikasi, 1-15. https://doi.org/10.20885/komunikasi.vol16.iss1.art1
Calibeo, D.L. (2017). On the Potential of New Media to Enhance Environmental Activism in the Australian Context. Queensland: Griffith University https://doi.org/10.25904/1912/3319
Candraningrum, D., Hunga, A.I.R, & Mala, P.A. (2023). PLANET YANG BERPIKIR: Iman Antroposen, Polutan, Ekosida, dan Krisis Iklim. Cantrik Pustala. Yogyakarta. https://cantrikpustaka.com/product/ekofeminisme-planet-yang-berpikir-iman-antroposen-polutan-ekosida-dan-krisis-alam/
Change, U. N. (2023). UN Climate Change Conference 2023. United Arab Emirates: UNCC. Retrieved February 1, 2024 from https://unfccc.int/cop28
Conversation, T. (2023, Juli 20). The Conversation, Politik+Masyarakat. Retrieved February 1, 2024 from https://theconversation.com/apa-itu-global-south-kubu-geopolitik-yang-sedang-naik-daun-209086
Copernicus. (2025, January 10). The 2024 Annual Climate Summary. The Copernicus Climate Change Service (C3S). Retrieved February 1, 2024 from https://climate.copernicus.eu/global-climate-highlights-2024#f3032b6d-b40b-4e55-96e7-23af1a95b0d9
Datareportal. (2024, FEBRUARY 21). DIGITAL 2024: INDONESIA. DATAREPORTAL. Retrieved February 1, 2024 from https://datareportal.com/reports/digital-2024-indonesia
Denzin, N. K., & Lincoln, Y. S. (2011). The SAGE Handbook of Qualitative Research. Thousand Oaks, CA: Sage. https://books.google.co.id/books/about/The_SAGE_Handbook_of_Qualitative_Researc.html?id=qEiC-_ELYgIC&redir_esc=y
Dwityas, N.A., Marta, R.F., & Briandana, R. (2024). Media Sosial dan Aktivisme Digital Perempuan: Analisis Wacana #Ibutunggalmelawan di Instagram. Jurnal Komunikasi.109-132. https://doi.org/10.20885/komunikasi.vol18.iss2.art1
EraPurike., Tobing, F., Azizah, N., & Kesumah, P. (2023). Ekofeminisme dan Peran Perempuan Indonesia Dalam Perlindungan Lingkungan. JRP : Jurnal Relasi Publik Vol. 1, 42-53. https://doi.org/10.59581/jrp-widyakarya.v1i3.961
Gee, J. (2014). An Introduction to Discourse Analysis, Second Edition. New York: Routledge. https://books.google.co.id/books?id=4U3IAgAAQBAJ
Heine, J. (2023, July 3). The Global South is on the rise – but what exactly is the Global South?. The Conversation. Retrieved February 1, 2024 from https://theconversation.com/the-global-south-is-on-the-rise-but-what-exactly-is-the-global-south-207959
Ibrahim, A. (2019). Cyberactivism and Empowerment: Egyptian Women’s Advocacy to Combat Sexual Harassment. The Journal of Social Media in Society.167-186. https://thejsms.org/index. php/JSMS/issue/view/17
Ikea, CS. (2024). Ecological Feminism in Val Plumwood: An Evaluation. OWIJOPPA VOL. 8, NO. 3: 1-12. https://acjol.org/index.php/owijoppa/issue/view/459
IUCN. (2023). International Union for Conservation of Nature Annual Report. Gland, Switzerland: IUCN. Retrieved February 1, 2024 from https://portals.iucn.org/library/node/51460
Jayaseelan, R., Brinda, & Lekshmi, C. (2019). Social Media And Women Empowerment: An Overview. Asian Journal of Multidimensional Research (AJMR). 218-224. https://ir.psgcas.ac.in/id/eprint/131/1/Social%20Media%20and%20Women%20Empowerment%20-%20An%20Overview.pdf
Jurnal Perempuan, V. (2017, September 29). Video Jurnal Perempuan. Dr. Gadis Arivia - Ekofeminisme. Retrieved January 20, 2024 from https://www.youtube.com/watch?v=AHFK3EqiWYs&t=4833s
Koteyko, N. & Atanasova, D. (2023). Community and Identity in Environmental Activism on Twitter: A Discourse-based Approach. Bergen Language and Linguistics Studies 14.1-13. https://doi.org/10.15845/bells.v13i1.3989
Laoera, B. D. (2023). Female activists in environmental movements on Instagram: An ecofeminism perspective in the Indonesian context. MEDIA – CULTURE – SOCIAL COMMUNICATION. 49-62. https://doi.org/10.31648/mkks.8477
Leiserowitz, A., Rosenthal, S., Verner, M., Lee, S., Ballew, M., Carman, J., Goldberg, M., Marlon, J., Paramita, E., Chamim, M., Mohamad, P., & Daggett, M. (2023). Climate Change in the Indonesian Mind. Yale Program on Climate Change Communication. Retrieved February 4, 2024 from https://climatecommunication.yale.edu/publications/climate-change-in-the-indonesian-mind/toc/3/
Leve, Anna-Kathryn., Michel, H., & Harms, U. (2023). Implementing climate literacy in schools — what to teach. Climatic Change, 1-17. https://doi.org/10.1007/s10584-023-03607-z
McCaughey, M., & Ayers, M. (2013). Cyberactivism Online Activism in Theory and Practice. New York: Routledge. https://www.routledge.com/Cyberactivism-Online-Activism-in-Theory-and-Practice/MCCAUGHEY-Ayers/p/book/9780415943208?srsltid=AfmBOorw0wLw_Vx84xCLsFgrCVJG0XmmpIRGELrL9L4z31eN6X6ECZyk
Mies, M., & Shiva, V. (2014). ECOFEMINISM. London: Zed Books. https://books.google.co.id/books/about/Ecofeminism.html?id=AuZiDgAAQBAJ&redir_esc=y
Mittenzwei, Dirk, Bruckermann, T., Nordine, J., & Harms, U. (2019). The Energy Concept and its Relation to Climate Literacy. EURASIA Journal of Mathematics, Science and Technology Education, 15(6). https://doi.org/10.29333/ejmste/105637
Ningsih, L., Amran, A., & Dianto, I. (2024). Persepsi Mahasiswa Terhadap Penggunaan Emoticon Pesan WhatsApp Pada Program Studi Komunikasi dan Penyiaran Islam. INTERAKSI PERADABAN: Jurnal Komunikasi dan Penyiaran Islam, 61-82. https://journal.uinjkt.ac.id/index.php/interaksi/article/view/41227/14756
OECD. (2023). PISA 2022 Results (Volume I): The State of Learning and Equity in Education. Paris: OECD Publishing. Retrieved January 20, 2024 from https://www.oecd.org/en/publications/pisa-2022-results-volume-i_53f23881-en.html
Ope-Davies, T., & Shodipe, M. (2023). A multimodal discourse study of selected COVID-19 online public health campaign texts in Nigeria. Discourse & Society, 34(1). 96–119. https://doi.org/10.1177/09579265221145098
Oprea, D. (2019). DISCOURSE ANALYSIS IN SOCIAL MEDIA. International Multidisciplinary Scientific Conference on the Dialogue between Sciences & Arts Religion & Education, 3(1). 315-320. https://doi.org/10.26520/mcdsare.2019.3.315-320
Parastasia, C. (2024). Ekofeminisme Spiritualis pada Gerakan Perempuan Adat dalam Menolak Tambang Marmer di Mollo, Nusa Tenggara. PERADABAN JOURNAL OF RELIGION AND SOCIETY. 67-83. https://doi.org/10.59001/pjrs.v3i1.144
Paveau, M. A. (2017). L’analyse du discours numérique – dictionnaire des formes et des pratiques. Paris: Hermann. https://www.editions-hermann.fr/livre/l-analyse-du-discours-numerique-marie-anne-paveau
Poorghoban, Y. (2023). On Michel Foucault: Power/Knowledge, Discourse, and Subjectivity. OKARA: Jurnal Bahasa dan Sastra. 318-328. https://doi.org/10.19105/ojbs.v17i2.9749
Rainard, M., Smith, C.J., & Pachauri, S. (2023). Gender equality and climate change mitigation: Are women a secret weapon. Front, 13: 1-17. https://doi.org/10.3389/fclim.2023.946712
Santoso, M.R.Y.P., & Sari, W.P. (2023). Analisis Semiotik Kesadaran Palsu dalam Media Baru (Augmented Reality) dalam Film Ketika Berhenti di Sini. Jurnal Koneksi Vol. 8, No. 1, 206-214. https://doi.org/10.24912/kn.v8i1.27636
Soares, & Martins, M. A. (2020). An Overview on Digital Discourse Analysis. Revista Da Abralin. v.19. 1-5. https://doi.org/10.25189/rabralin.v19i2.1575
Suaib. (2023). Pembangunan dan Pemberdayaan Masyarakat. Indramayu: Penerbit Adab. http://eprints2.ipdn.ac.id/id/eprint/1250
Susanto, N. & Thamrin, M.H. (2021). Environmental Activism and Social Media Cyber- advocacy: A Case Study from Indonesia. JKAP (Jurnal Kebijakan dan Administrasi Publik), Vol.25(2). 148-166. https://doi.org/10.22146/jkap.67713
Widiantini, I., & Gina, A. (2022). Inisiatif Perempuan Membentuk Environmental Culture sebagai Mengatasi Perubahan Iklim. Jurnal Perempuan, 255-267. https://scholar.ui.ac.id/en/publications/inisiatif-perempuan-membentuk-environmental-culture-sebagai-upaya
Zhao, H. & Shi. Q. (2022). Accessing the Impact Mechanism of Sense of Virtual Community on User Engagement. Frontiers. 1-14. https://doi.org/10.3389/fpsyg.2022.907606
Downloads
Published
How to Cite
Issue
Section
License
Jurnal Studi Komunikasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal (comments to the editor can be added below).
