Asking for solidarity: embodied feminist practices in digital space

Abstract

ABSTRACT The Woman, Life, Freedom movement, beginning in September 2022, is a key chapter in the ongoing process of women’s rights activism in Iran. Social media has constituted a significant arena for asking for global solidarity with women in Iran since the initial days of this movement. The overall aim of this paper is to understand how TikTok users, including Iranian young women, have used the digital platform and transformed it into a virtual public space for media solidarity and transnational feminist activism. More precisely, it aims to shed light on how content creators, via their agency, rhetorically utilise and politicise the TikTok platform. In particular, we examine how they engage with audiences via the embodied form and affective performances in their attempt to persuade their audiences to viewership and solidarity action. The data in this paper consist of 107 top-ranked videos appearing under the hashtag #mahsaamini viewed through netnography, while the analytical method is multimodal rhetorical analysis with a focus on the mediality of the body in interaction. In addition, we adopt an embodied feminist framework and a decolonial perspective. The resulting analysis demonstrates how emotions function as one of the key elements in online mobilisation and protest in social media, not only as a motivational force but also as a part of the persuasive argument visually presented.