Challenges in the spread of feminism on social media: A case study on Barbie’s dissemination and promotion on Rotten Tomatoes

¹ Wuhan Foreign Languages School, 430021 Wuhan, China
² Joint College of Birmingham-Jinan University, Jinan University, 510000 Guangzhou, China
³ Chongqing Nankai Middle School, 400030 Chongqing, China
⁴ College of Management, University of Liverpool, L693BX Liverpool, UK

^* Corresponding author: Tianruo.Wang22@student.xjtlu.edu.cn

Abstract

This study investigates the challenges of disseminating feminist messages on social media, focusing on the film Barbie as an example. Feminism has gained significant academic attention, intersecting with various social, political, and economic domains. The study utilizes both quantitative and qualitative methods to conduct a comprehensive analysis of social media reactions and feedback horn platforms such as Twitter. Facebook, and Instagram. The findings reveal a complex landscape where Barbie is both praised for its progressive portrayal of female empowerment and criticized for superficial engagement with deeper feminist issues. Utilizing word clouds to identify dominant themes, the research provides a detailed understanding of public perceptions. The study highlights the evolving nature of feminist discourse in the digital age and underscores the critical role of media in shaping public perceptions of gender equality.