The Dragonfly Effect: Analysis of the Social Media Women’s Empowerment Campaign

Social media can advocate for social causes and catalyse audience support. To better understand the role of in advocacy communication, this article explores how advocates utilised Facebook to ‘Taa Marbuta’ women empowerment campaign Egypt. Our research draws on dragonfly effect model muted group theory as theoretical analytical frameworks. In-depth interviews are conducted with from all partners who were directly involved planning managing campaign. Following model, findings show that has a clear goal uses various message strategies pop culture grabbing attention generating engagement; however, there is no call action. Thematic analysis also reveals two emerging themes: customisation communication supportive community stimulate societal debates necessary change. This study contends including men mitigate male-dominant society paves way towards women’s empowerment. Overall, shows helps make an icon