The Power of Online Media: The Role of Strengthening Voices and Choice in Gender Equality

The significance of gender equality among citizens lies in its potential to foster social justice, reduce inequalities, and promote democracy. This, in turn, establishes a socio-political environment that is favorable for the country’s development. This phenomenon is believed to be influenced by a variety of factors, according to researchers. Online media appears to be a significant factor in the context of gender equality. The purpose of this research is to investigate the direct and indirect impacts of online media on gender equality by examining the cultural values of “people’s voice” and “choice.” The data used in this study is derived from the seventh wave of the World Values Survey, which included a sample of 1,499 participants from Iran. The results, which were acquired through structural equation modeling and partial least squares (PLS) analysis using Smart PLS software, suggest that online media has a direct, positive, and substantial influence on the inclination of citizens toward gender equality. Furthermore, the findings indicate that the cultural values of “people’s voice” and “choice” can indirectly increase citizens' propensity for gender equality through the use of online media. Thus, the results affirm that the empirical data supports and validates the theoretical model of this study. This study underscores the critical role of online media in the promotion of gender equality, illustrating its influence both directly and through cultural values that empower citizens.