The Limitations of Hashtag Feminist Activism on South African Twitter: A Case Study of #MenAreTrash and #WomenAreTrash

Social media has become a central arena for debates around feminism and gender in South Africa. One recent example can be found in the hashtag #MenAreTrash, which has been a trending topic multiple times on South African Twitter. However, despite the prevalence of gender-based violence in the country, these conversations have also come under strong criticism, especially from men. Existing literature on social media expressions of misogyny and anti-feminism has primarily focused on North American and European case studies. This article expands existing literature by analyzing men’s reactions to the #MenAreTrash hashtag and highlighting the role and backlash against feminism in South Africa. Based on a thematic analysis of 600 tweets, this article explores the discursive strategies employed by South African cisgender men on Twitter in response to the #MenAreTrash hashtag. Beyond some marginal yet relevant examples of reflexibility and allyship, the overwhelmingly negative response from men online, as found by the study, reflected a lack of self-reflection about their masculinity. The article provides additional insights into the role of digital feminist activism in shaping networked masculinities in the South African context.