Evolving Perceptions: Mass Media's Impact on Feminist Consciousness across Generations

Abstract: This study investigates the influence of television and social media on feminist awareness across generations in Northern Vietnam. Employing a quantitative approach, we conducted surveys and utilized PLS-SEM and Necessary Condition Analysis to examine data from Gen X, Millennials, and Gen Z participants. Our findings reveal a significant generational shift, with social media emerging as an increasingly dominant and necessary condition for feminist awareness, particularly among younger generations, while television's influence wanes. This research uniquely contributes to understanding media effects on feminist consciousness in non-Western contexts, challenging traditional media influence theories. The study's significance lies in its implications for developing generation-specific strategies to promote gender equality and feminist awareness in an increasingly digital world.