Ideologization of Gender in Social Media: The Digital Activism of Mubadalah.Id and Ngaji_KGI

This research discusses the process and strategy of gender ideology carried out by digital activists in the midst of the strengthening of gender contestation in the media. The media is a space for discourse exchange as well as a contested space. This study focuses on examining two media that are actively engaged in digital activities, namely mubadalah.id and ngaji_kgi. Therefore, the researcher tries to answer three questions, 1) what is the meaning behind gender ideological efforts in social media, 2) how are the strategies played by the two accounts in mainstreaming the understanding of gender equality 3) how far the ideological process affects the discourse of equality in the media. This research is qualitative research with a discourse analysis method. Researchers use digital hermeneutic theory to read the meaning behind the narratives conveyed in the media. Based on the research, the existence of digital activities carried out by the two accounts is a counter discourse to the strengthening of the current understanding of gender inequality by other accounts or media. Various strategies are used to dominate the discourse on equality, including by delivering quotes, posters, short videos, seminars, essay articles, to organizing training and advocacy for equality.