Male Allyship in the Digital Sphere: Understanding Male-Led Feminist Content on TikTok and its Reception

This thesis explores how male-led feminist content is structured on TikTok and whether their content can serve as a catalyst for greater male participation in feminist efforts. The study first consists of an inductive thematic analysis of 98 educational TikTok videos, followed by a survey with 83 male respondents aged 18–35 to assess the perception and potential of such pro-feminist content. Findings show that creators reject hegemonic masculinity and promote values aligned with feminism, yet few explicitly reference feminism or address structural patriarchy. Survey results reveal generally positive attitudes toward feminism, especially among self-identifying feminists, though traditional views on masculinity persist. Engagement was largely shaped by pre-existing beliefs, with content resonating most with supportive audiences. While TikTok is seen as a valid space for feminist dialogue, offline conversations are perceived as more valuable. Future research must examine how to better reach those uncertain about their stance on feminism and non-feminists to more effectively challenge patriarchal norms.