69 The Critical Role of Audiences in Societal Change: #MeToo on Social Media, by Aline Mollard

Introduction:

The #MeToo movement developed as one of the biggest phenomenon in the digital era of 2017, demonstrating the revolutionary power of participatory audiences on social networks, in particular the Twitter platform. Indeed, the increase of public speaking on a critical societal issue – sexual harassment – has enabled a number of cultural improvements and awareness-raising efforts that would not have been feasible without Participatory culture. Jenkins’ phrase “participatory culture” refers to an environment in which numerous people produce media material, moving beyond passive consumption and turning into participants in the production and transmission of information (Jenkins, 2018). Participatory culture presents itself mainly in the testimonials and storytellings made by victims of sexual abuse on social networks, notably Twitter, in the context of this work. The #MeToo movement has resulted in the formation of a “civic fandom,” defined as individuals connected by common interests and pursuing to create societal change. This “civic fandom” dynamic reveals itself in active, collaborative involvement aimed at preventing sexual assault and achieving positive social impact (Foster, 2023).

We are going to examine how the #MeToo movement on social media demonstrates the critical role of audiences in transforming societal issues, highlighting the potential for change of active audiences on platforms such as Twitter. To do this, we will first trace the history of the #MeToo hashtag, then examine how the movement’s audience was built through participatory culture, and then investigate the transformational power of civic fandoms within the social framework.

The emergence of the #MeToo movement

A- The genesis of the movement on Twitter

The #MeToo movement marks the start of a global wave of social change, owing to women coming out about sexual abuse. The initiative began in 2006, at the urging of activist Tarana Burke, who was a victim of sexual abuse herself. Originally, it was a movement that established a chain of solidarity to give assistance as well as resources to legitimate and make victims’ voices heard, as well as to accompany victims of sexual abuse (Burke, 2023), a subject that was still too little in the spotlight at the time.

Following that, the movement gained popularity in October 2017, when a dozen women decided to speak out in condemnation of the conduct of Hollywood producer Harvey Weinstein. The scandal erupted on October 5, 2017, with the publication of a New York Times article titled “Harvey Weinstein Paid Off Sexual Harassment Accusers for Decades,” which revealed that Harvey Weinstein, the famed Hollywood film producer facing several allegations of sexual harassment against women in the industry, had entered into several financial and legal agreements to stifle allegations against his inappropriate behavior. He is accused of a variety of aggressive activities, including sexual harassment and unwelcome, consenting approaches (Kantor & Twohey, 2017). This article follows several existing rumors in the industry, as well as victims speaking out, but it is also the result of an in-depth investigation that subsequently revealed the accused’s repeated mode of operation, in which he would schedule business appointments, then use a problem as an excuse to change the meeting place to his hotel room, where he would wait for the women with whom he had an appointment, dressed only in a bathrobe, asking them for a massage, which they refused, ending in sexual assault, or in the worst cases, rape (Gilmore, 2023). This article was an important turning point in the industry of entertainment, but it also marked the beginning of the #MeToo movement. Alyssa Milano, an actress, became aware of the problem and decided to call on people to share their stories of sexual harassment using the hashtag #MeToo (Hillstrom, 2019). This call to action takes the shape of a tweet which says, “If you’ve been sexually harassed or assaulted, write ‘me too’ as a reply to this tweet.” (Milano, 2017). Although this campaign began in the elite realm of red carpets generally associated with American celebrities, and was initially designed to denounce cases of harassment in this industry, it has already gone well beyond this framework, reaching a far larger audience (Alcalde P.-I. V., 2022). Indeed, when the hashtag came up on social media, it received replies from thousands of women all over the world, who shared their testimony on the subject, beginning the #MeToo movement (Pflum, 2018).

The movement got started on Twitter, where it spread, leading to women speaking out throughout the world, accumulating testimonies and support. Indeed, as more people chose to speak up, the movement developed, inspiring others to come out and share their own experiences. “Data on Twitter confirms that people posted #MeToo after seeing six of their contacts do the same.” (Gilmore, 2023).  The hashtag has also helped to consolidate the movement by allowing individuals to contribute in a media that is accessible to everyone, allowing them to make an imprint on people’s thoughts while also creating a shared narrative(Gilmore, 2023), and therefore belonging to a common audience.

B- Massive audience participation

The hashtag has grown significantly because to social media, particularly the Twitter platform, which has given it attention and allowed it to resonate with thousands of women. Indeed, Twitter distinguishes itself from other social networks by providing a platform on which its users, also known as “Tweeters,” may submit “tweets,” which are textual messages with a character restriction, and can attach photos or videos, but most importantly, hashtags that allow their post to be referenced. Hashtags allow users to link to other tweets that include the same hashtag. (Muhlmeyer & Agarwal, 2021). Twitter is also a platform that makes it simple to spotlight subjects when they create a large number of postings, showcasing top tweets that contain the most frequently used terms or hashtags while also allowing users to interact with these messages by like, retweeting, and sharing. Many individuals use Twitter to stay up to date on current events, allowing them to rapidly access information by searching for keywords connected to the matter. The Twitter platform, with its dynamic, interactive structure, has played an important role in the development and spread of the #MeToo hashtag, allowing for a massive, instantaneous outpouring of opinion that has transformed this hashtag into a worldwide movement to raise awareness of sexual harassment. In terms of statistics, there were 792,000 tweets with the #MeToo hashtag barely 24 hours after Alyssa Milano founded the campaign on October 15, including testimony from victims of sexual abuse, as well as retweets and words of support (Benjamin Martinez, 2022).

Par la suite, le hashtag s’est propagés sur d’autres réseaux sociaux comme Facebook et Instagram, prenant toujours plus d’ampleur et touchant de plus en plus d’individus, marquant le début d’une nouvelle vague d’activisme centré sur les questions des violences sexuelles.

Audience Creation and Engagement through Participatory Culture

A- Birth and growth of a committed audience

The #MeToo movement initiated a powerful “Civic Fandom,” uniting a varied and committed audience behind a fundamental social cause: the condemnation of sexual harassment. Individual testimonies have been turned into a collective movement of empowerment and action, demonstrating the union of numerous voices in a push for societal change as a result of this dynamic. But, before we get too far into our investigation, let’s define some crucial terminology in our field.

The term “civic” refers to an individual’s engagement in public life and democracy (Foster, 2023), The term “fandom” refers to a group formed around a shared interest, which can be any type of entertainment, leisure, or concept. A civic fandom is therefore a group of people who have a shared perspective on a social problem and commit to making their voices heard and changing things on societal concerns (Foster, 2023). From this vantage point, the #MeToo movement is a perfect example of a “Civic Fandom,” in which participants have shared their testimonies and messages of support on sexual harassment and violence under the hashtag #MeToo, aiming both to denounce these behaviors, but also to liberate speech, legitimizing testimonies, and thus promoting a change in mentalities and behaviors.

Because of a strong sense of belonging to a community, the #MeToo movement not only produced a worldwide wave of awareness, but also a strongly engaged audience. Individuals felt linked and supported inside a collective as a result of this dynamic, boosting their dedication and active engagement in the cause. Indeed, this impression was formed and perpetuated by frequent and supportive exchanges on social media platforms, particularly Twitter as you can see on Figure 1; Figure 2 and Figure 3. Individuals discovered a collective resonance that extended beyond their isolated experiences by sharing their personal stories of abuse and harassment. These emotional and mutually supportive discussions established a virtual field where participants felt understood, supported, and less isolated in their experiences.

The inclusive and encouraging attitude of the movement enhanced this sense of belonging. Victims and supporters used the #MeToo hashtag on Twitter to share their stories, encouraging comments, and acts of solidarity. Each encounter strengthened the group’s collective identity by contributing to a larger network of support and understanding. Members felt a strong bond with one another, united by a desire for change and a willingness to shatter the silence around sexual abuse (Gilmore, 2023).

In summary, #MeToo went beyond individual experiences to create a powerful, devoted group. Participants were no longer viewed as isolated instances, but as part of a larger problem. “Narrative activism […] propelled #MeToo beyond courts and isolated cases into a global movement, with survivors as authorities on sexual violence.” (Gilmore, 2023). This sense of belonging not only encouraged and legitimized individuals who dared to speak up, but also expanded the movement’s reach and influence, turning individual voices into a collective call for justice and change.

B- The role of users in audience expansion

The #MeToo movement was first perceived as a movement concentrated on a handful of people in Hollywood circles, but it quickly beyond its initial limits because to the power of social media. What began as a wave of condemnation in the world of movies has grown to include the voices of women from all areas of life, demonstrating its worldwide extension. Surprisingly, the movement has acquired support from males, demonstrating its global significance and capacity to reverberate well beyond its origins in the entertainment sector.

The movement’s worldwide reach aligns properly with the notion of “participatory culture,” where involvement reveals itself in hundreds of tweets with the hashtag #MeToo, as well as innumerable shares, responses, and comments. The depth and variety of this mobilization is also evident in the development of hashtags adapted to specific national situations, such as #BalanceTonPorc in France, #Cuéntalo in Spain, #QuellaVoltaChe in Italy, #AmINext in South Africa, and #EnaZeda in Tunisia (Vasseur, 2022). These local variants of the #MeToo hashtag testify not only to the universality of the problem, but also to the active involvement of victims and their appropriation of the movement.

Furthermore, we may talk of the establishment of several Twitter accounts dedicated to similar topics in this environment of participatory culture, increasing the support and validity granted to victims. These platforms serve as exchange and education hubs, spreading critical information about sexual abuse and providing assistance as well as support to those impacted. These accounts are diverse, with some functioning as venues to share victim stories (Figure 9), others giving information and statistics on such abuse (Figure 6 and Figure 7), yet others focusing on current events and news sharing (Figure 8).

All of these accounts have one objective in common: to bring attention to these issues and spread the word, to help the movement develop by engaging in it, and to validate victims’ voices by listening to and supporting them. In this sense, the #MeToo audience is growing not only through the multiplicity of individual voices, but also through the establishment of a supportive and instructional digital community dedicated to the battle against sexual and gender-based violence.

The transformative power of Civic Fandom

In this part, we’ll look at the transforming role of civic fandom in the #MeToo movement, focusing on changes in cultural and social norms as well as policy and law. Examine how Civic Fandom has helped to increasing awareness and concern in society, particularly in terms of sexual harassment.

A- The transformation of cultural and social norms

The #MeToo movement has become the starting point for a collective awareness of issues related to sexual violence against women, but also more broadly on everyday sexism experienced in public or private spaces, and finally on violence related to the genders of trans and queer groups, for example. (Alcalde P.-I. V., 2022). The #MeToo movement has resulted in a significant change in the understanding of cultural and societal standards, particularly when it comes to the credence given to victims of sexual abuse. “#MeToo shifted the deeply engrained response to women’s accounts of sexual violence from doubting all of them to believing some of them.” (Gilmore, Breakthrough, 2023). Before #MeToo, such allegations were frequently met with scepticism and incredulity. However, the campaign has resulted in a major liberation of speech, with thousands of women sharing their sexual assault stories, proving the presence and scope of the problem.

The flood of testimonials helped to a common understanding that sexual assault is not an isolated incident, but rather a systematic issue profoundly established in our culture. This shift in viewpoint resulted in an understanding that such violence may harm anybody, regardless of socioeconomic level, background, or identity. This awareness has given victims’ statements more weight, placing them not as exceptions, but as indicating a wider social reality.

In addition, this movement has helped us to progress beyond just accepting the presence of such violence to a more in-depth knowledge of its nature and impact on victims. This has reinforced the authenticity of victims’ experiences, causing society to take these challenges seriously and consider tangible methods to solve them. The #MeToo movement has therefore played a critical role in adjusting social norms about sexual violence, shifting from a tendency to rigorously investigate victims’ words to increased respect of their truth and experience.

Finally, in addition to its direct influence on the public and media spheres, it has marked a key turning point in the field of education, notably in terms of raising awareness and educating about consent. This educational innovation is an important step forward for future generations. Consent education must be included from an early age in order to build a profound and respectful awareness of own limitations and the autonomy of others. This instructional method introduces young people to fundamental ideas such as consent, bodily autonomy, and mutual respect (Gilmore, Breakthrough, 2023). By equipping them with this knowledge from childhood, they become better equipped to identify and react appropriately to abusive or non-consensual situations, whether in their own lives or in the lives of others.

Moreover, the #MeToo movement has helped expand the reach of these lessons beyond limits of children and educational settings. Indeed, talks about consent and sexual violence have reached a broader audience, embracing people of all ages and from all walks of life. This democratization of consent and sexual assault information has increased public awareness, encouraging collective understanding of the relevance of these issues and supporting empowerment at all levels of society.

Beyond its function as a catalyst in the battle against sexual and gender-based violence, the #MeToo movement has also started an important wave of education and awareness-raising on these problems. By bringing to light concerns that had previously been downplayed or disregarded, the movement has cleared the way for deeper debate and a greater knowledge of the issues surrounding harassment and gender-based violence, ushering in a new era in education on these critical social themes.

 B- Impact on policy and legislation

As we’ve seen, the movement has influenced politics and law, as well as bringing about many societal improvements and boosting awareness. In a legislative framework where women’s views are continuously called into doubt, the decision in most court disputes is in favor of males. The law tends to quiet female survivors by giving more weight to male voices, and “he said/she said” instances are rarely addressed with the same gravity. The Metoo campaign has raised awareness of the collective testimony exhibiting the same problem: sexual abuse, by publicizing the voices of survivors, usually women (Gilmore, The #MeToo Effect, 2023), which gave them real legitimacy as a societal problem.

The #MeToo movement’s outstanding mobilization and active engagement of viewers triggered a global awareness of sexual abuse against women. The campaign has also sparked a broader discussion on sexism in public and private areas, as well as gender-based violence, notably against trans and queer groups (Alcalde P.-I. V., 2022). Simultaneously, #MeToo has prompted a critical rethinking of conceptions of consent, which were previously discussed in both the public and legal spheres. Previously, regulations on sexual assault, such as the Moral Penal Code of 1962, did not take consent into consideration, focused instead on stranger abuse and neglecting marital rape until 1993 (Gilmore, 2023). With the rise of the #MeToo movement, the meaning of consent has shifted to “a conscious and voluntary response to sex.” (Gilmore, 2023). However, demonstrating consent in the legal system remains difficult, with some legal systems needing physical evidence of non-consent. In the United States, for example, physical harm is frequently necessary to demonstrate a lack of consent, but in Spain, the level of violence employed by the aggressor is a major consideration (Gilmore, 2023). As a result, consent exists in a legal “gray area.” Nonetheless, the #MeToo testimonies have helped to legitimize women’s voices and adopt new perspectives on consent, as argued by Jill Filipovic, a feminist lawyer and writer who believes that the “yes means yes” approach (affirmative consent) is more effective than “no means no” in clarifying consent and closing legal gaps in rape cases (Gilmore, 2023).

The movement’s public awareness has also resulted in the passage of new rules, such as the 2020 approval of a new international norm aimed at holding governments and businesses globally accountable for sexual harassment and workplace violence. This norm is contained in the International Labour Organization (ILO) Convention against Violence and Harassment, which was adopted in 2019. This convention, which has been adopted by a majority of governments, businesses, and workers, stipulates fundamental measures against workplace harassment, such as the passage of national legislation, the implementation of policies by employers, and victims’ guaranteed access to remedies. This convention is currently being ratified, with numerous nations ready to sign on. This project aims to address sexual assault in the workplace, which has been largely ignored in many countries to far. It focuses in particular on less visible and vulnerable areas where abuses are common. Public awareness programs are being created to raise awareness and encourage workplace violence prevention approaches (Stauffer, 2020).

In summary, the #MeToo movement has created worldwide momentum for major structural reforms targeted at eliminating workplace violence and harassment and protecting workers across all industries.

Conclusion

Finally, the #MeToo movement has transformed contemporary society by proving the power and significance of active civic fandom and participatory culture. Initially seen as a phenomena associated with the Hollywood elite, the movement has evolved into a worldwide movement, uniting many voices in the battle against sexual assault and misogyny. This development highlights the power of participatory culture, where the purposeful use of social media has fostered the establishment of a worldwide, engaged, and supporting audience.

The movement has demonstrated, in particular, how the sharing of personal experiences can grow into a collective force capable of questioning and reshaping cultural and societal conventions. However, this study emphasizes that the work is far from finished. The challenges of properly enforcing laws, upholding victims’ rights, and dismantling deeply ingrained gender stereotypes continue.

Despite the #MeToo movement, the road to a society free of sexual harassment and violence remains long. It is critical, however, that this understanding be turned into meaningful, continuing action that involves all sections of society. Finally, the #MeToo movement must be viewed as a strong catalyst for long-term and significant change, rather than an end in itself.

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