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Online discussions of Internalised Misogyny for WISE
Social Network Analyst
For the course Contemporary PR Research
January 2022
Responsibilities
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Conducted social network analysis to derive common attributes of the key influencers for discussions on internalised misogyny, used to recommend suitable influencers.
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Analysed 1,501 Twitter and Youtube accounts using Netlytic and Youtube Data Tool for data extraction, and Gephi for data visualisation.
Achievement
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Earned a High Distincition (83/100)
Project summary
Problem
As an organization aiming to break gender norms, WISE needed to understand how gender norms are persisting via the traditional portrayals of men and women online.
WISE has launched the He Can campaign, which highlights how men can be caring, warm and involved at home, just as women can be strong, ambitious and active in the economy.
Findings
The approach of saying "Women can do what men can" is counterproductive because it means denying femininity.
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People who are female, ordinary people, own accounts dedicated to pop culture media (including fan accounts, writers, and content creators), and not typically vocal about social issues, are the most influential in conversations concerning gender norms.
Recommendations
The He Can campaign needs a second phase titled She Is, with the slogan "I'm just like the other girls".
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She Is will highlight how women can optimize their natural attributes to succeed in any desired career path, even if it is not conventionally women-centric. This could be achieved when they are most confident in their femininity.
Research report
The portion of my analysis and recommendation can be found from page 23 to 35.