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Digital Communication Ecology: The #MeToo Campaign | Assignment Help

The #MeToo campaign is a feminist movement that aims at criticizing widespread sexual discrimination and harassment that takes place in the contemporary world. Importantly, the movement encourages women to share their experiences to build up solid cases against the perpetrators of sexual harassment that use their influence and positions in society to inspire fear among victims. Since the campaign gained traction on Twitter under the hashtag #MeToo, many women opened up, a move that highlighted the unspoken gory images of sexual discrimination and harassment in the workplace. While Tarana Burke, an American social activist started using the #MeToo slogan in 2006, the hashtag was popularized in 2017 by Alyssa Milano, an American actress, who implored women around the world to share their experiences for the world to know. From this observation, it emerged that social media is a powerful technological tool that can be used to overcome issues that affect people’s lifestyles in their immediate environment. Surprisingly, many celebrities were implicated in the revelations under the hashtag while others revealed their victim state before they became known for their craft in the contemporary world. Individuals can utilize the wide-reach of social media tools to overcome problems that take place in their immediate environment to improve sanity among the populace.

Origin and Objectives of the #MeToo Campaign

In 2006, Tarana Burke used the #MeToo slogan to encourage women to overcome the dominance of the patriarchal system in the modern world. While the leading social media platform at this time was Myspace, the movement had a significant impact that shaped the perspectives of women towards life. Notably, women of color have suffered immensely in the U.S. and other countries where the dominant population group is defined by their color (Öhrström, 2016). By creating empowerment through empathy, Burke established a precedent that could be used by subsequent generations to share their sexual harassment encounters to discourage the act in the workplace and the society as a whole. Underprivileged communities in the modern world are intimidated by their position in the city to highlight problems that affect their lifestyles (Gibson, Davenport, Fowler, Harris, Prudhomme, Whiting, & Simmons-Horton, 2019). Through the campaign, Burke indicates that she wanted to equip women with a voice that would encourage them to go beyond their social status and overlook other material aspects associated with the personality of individuals. For this reason, the campaign’s primary objective is to promote awareness and improve people’s perspectives to address issues that take place in their immediate environment.

Due to the preying nature of Harvey Weinstein, Alyssa Milano was inspired to ride on the #MeToo campaign to expose his tendency to harass women using his influence in the society. In a blog article published on October 15, 2017, Milano implored women to share their sexual discrimination and harassment experiences to shame perpetrators, who had used their position to torment them (Chilton, 2017). From this realization, many women used the platform to share their encounters, which implicated various celebrities, demonstrating the impact of social media use in the contemporary world. Notably, Milano indicated that her attempt to encourage women to speak out against injustices was inspired by Burke, a move that demonstrated the consistency of the campaign. While the movement was initiated eleven years ago, it is important to note the impact of the social media platforms and their ability to shape public agenda.

Digital Media Used During the Campaign

During the initial Me Too campaign initiated by Burke in 2006 on Myspace, there was minimal impact following the use of the slogan because of the inability of individuals to recognize the impact of social media during their interactions. Comparing the results that were achieved by Milano in 2017, the choice of platform plays an eccentric role in the accomplishment of set objectives because of the ability of individuals to resonate with the campaign (Bayón, 2017). In this regard, there is a need to observe that Twitter is one of the most popular social media platforms that encourage individuals to have a meaningful discourse that challenges them by provoking their thought process. During this period, it is possible to share experiences and capture the interests of individuals through the formulation of hashtags that invite other users to participate in the campaign. For this reason, Milano’s transformation of #MeToo into a hashtag gave the much-needed publicity to her stories and encouraged other women who were victims to open up and shame their predators.

Maximizing publicity during a campaign is essential to achieve the desired results. In this regard, it was easier for women to share their experiences under the hashtag #MeToo, where other victims had shared their sexual harassment encounters. From this realization, it is imperative for individuals to observe the impact of using a hashtag compared to other approaches in different digital media platforms. For instance, the revelations shared by women indicated a certain level of social privilege among the perpetrators that scared women from sharing their experiences with the world. Even though they knew their actions were wrong, they continued to ride on their publicity and social status to harass unsuspecting victims in the contemporary world. However, Milano’s decision to share her harassment experience during a concert when she was 19 encouraged many women in the modern world to shame their perpetrators. Thus, the campaign succeeded in its attempts to convert the contemporary world into a safe environment where women can pursue their ambitions and accomplish their objectives without experiencing hindrances that challenge their path to success.

Strengths and Weaknesses of the #MeToo Campaign


When the #MeToo campaign kicked off on social media, many women embraced the hashtag and were quick to share their encounters through the digital media platform. While Twitter had set the pace for other platforms, women took the fight to Instagram and Facebook to demonstrate the magnitude of the problem that had been protected by patriarchy and social privilege enjoyed by the perpetrators (Hoffmann, 2017). There was one problem that could be witnessed across the revelations shared by women on the platform. Similar to any other objective movement in the modern world, the campaign picked up on a positive note where women could speak against powerful men in the entertainment industry.

While many of the allegations have been found to match the victim’s narration, there is a need to create an even environment where individuals can access fair trial. Besides, the movement should rise against naming and shaming of perpetrators as some could be innocent. In one instance, it was established that one of the men whose name had been named in the hashtag was entirely innocent, exposing weaknesses of the campaign due to the absence of a regulator to verify the allegations. Even though the campaign encourages women to speak out, it offers a one-sided argument where women can only voice their concerns, eliminating men who have fallen victim to powerful men and women in the entertainment industry. Hence, there is a need for the movement to verify the allegations to expose the perpetrators to a fair trial where their side can be heard.


Women can now stand up against sexual discrimination in the workplace and compete against men for leadership positions without the fear of gender stigmatization, which affects their approach towards life. In this regard, there is a need to observe the impact of the #MeToo campaign in the lifestyles of women amidst a growing patriarchal system in the contemporary world. In many developing countries, the level of inequality discourages participation from women and hinders them from accomplishing their objectives in the modern world (Hosterman, Johnson, Stouffer, & Herring, 2018). Even though the campaign has been discredited for its naming and shaming agenda, it has equipped women with a rare confidence that enables them to accomplish their objectives and pursue their ambitions in the male-dominated workplace. Sadly, many people may think that women are seeking attention or even empowering rights, but the level of inequality in the modern world has a significant impact on the outcomes of events in the contemporary world.

Overall Success of the Campaign

By calling out powerful individuals in the entertainment industry, it was possible for the female employees in the workplace to pursue their objectives because of the increased awareness and impact of the movement on their perspectives towards life. In this regard, there is a need to note the issues that may arise due to the influence of the campaign on their attitude towards work (Lindgren & Enegren, 2018). In the same vein, the movement has inspired a generation of qualified and fearless women who can tackle challenges in the business environment. Even though there are various instances where women might have erred, the decision to use Twitter and a popular hashtag to promote publicity enabled individuals to accomplish the objectives of the movement.


Individuals can utilize the wide-reach of social media tools to overcome problems that take place in their immediate environment to improve sanity among the populace. Importantly, social media platforms should be used to promote awareness because of their impact on improving the perspectives of the people in their immediate environment. Although the campaign relied heavily on women, there is a need for future movements to create an enabling environment where both genders can share their experiences. Women empowerment is a great cause because of its ability to break barriers such as glass ceilings that hinder individuals from realizing their objectives. Nonetheless, the campaigns should develop viable solutions that can be used to overcome issues in the modern world.




Bayón, M. C. (2017). Accumulating disadvantages, multiplying inequalities: biographies of poverty in Mexico City. Journal of Poverty21(2), 97-119.

Chilton, J. (2017). “Dude—Me, Too!”: The Importance of Wellness Mentorship From Day One. Journal of the American Academy of Child & Adolescent Psychiatry56(9), 721-722.

Gibson, C., Davenport, S., Fowler, T., Harris, C. B., Prudhomme, M., Whiting, S., & Simmons-Horton, S. (2019). Understanding the 2017 “Me Too” Movement’s Timing. Humanity & Society, 0160597619832047.

Hoffmann, J. V. (2018). # MeToo in Germany: The Hashtag Campaign in the Issue-Attention Cycle.

Hosterman, A. R., Johnson, N. R., Stouffer, R., & Herring, S. (2018). Twitter, Social Support Messages, and the# MeToo Movement. The Journal of Social Media in Society7(2), 69-91.

Lindgren, T., & Enegren, S. (2018). Gender coding and the consequences of campaigns for equality-A study in the wake of# MeToo.

Öhrström, L. (2016). Now you see me too. Science353(6301), 754-755.

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Digital Communication Ecology: The #MeToo Campaign | Assignment Help . (2022, August 23). Essay Writing . Retrieved September 29, 2022, from https://www.essay-writing.com/samples/digital-communication-ecology-the-metoo-campaign/
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