Social Media Advocacy for Gender Equality by Indonesian Men: The Case of Aliansi Laki-laki Baru (New Men’s Alliance)

In most parts of the world, men are the dominant gender in power relations. Benefiting from this situation, many are hesitant to support feminism. However, men’s role in the realization of gender equality is crucial. Using interpretive analysis, this research examines how Indonesia’s New Men Alliance/Aliansi Laki-laki Baru (ALB), an activist group that highlights the importance of men’s support for women’s rights, uses social media to advocate gender equality and the strategies they use to effectively communicate their ideas through the frameworks of political solidarity of social change and men’s role in gender equality. The results show that the contents of their Instagram and Facebook page emphasize the urgency of becoming a ‘new man’, while ensuring that the content is relevant both locally and globally. Lastly, ALB strives to exercise its role as an advocate and ally by stepping in without overstepping.