Digital Activism Strategy in the PhD Mama Indonesia Community: Multiplatform Empowerment for Mother-Student

Abstract

Social movements have undergone a transformation into digital activism, leveraging new media, based on the internet. One such community harnessing internet-based media is the PhD Mama Indonesia community. Comprising Indonesian women, particularly those who are married and have children, this community serves as a platform for sharing experiences and challenges related to pursuing academic studies while fulfilling their maternal responsibilities. Use context analysis method, this research aims to examine the strategy of digital activism within the PhD Mama Indonesia community. The research follows a descriptive, qualitative approach, utilizing data collection methods such as observations, documentation from books, journal, research, and PhD Mama Indonesia posts. The findings of the study reveal that the activism initiated by the PhD Mama Indonesia community takes place across various platforms, ranging from websites and Instagram to YouTube. This community also use the logic of social media algorithms to increase its visibility and popularity such as choosing unique and specific account and community names; varied and consistent use of hashtags; and collaborate with influencers and experts to host live talk show on Instagram covering diverse topics, sharing educational content on Istagram. Not only that, the digital activism carried out by members can survive to this day because of the similarity of the ecosystem felt by student-mothers.