Larasatti, Ghea (2026) THE GLOCALIZATION OF AMERICAN FEMINIST DISCOURSE IN INDONESIAN DIGITAL ACTIVISM (A CASE STUDY OF @INDONESIAFEMINIS). Undergraduate thesis, Fakultas Ilmu Budaya.

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Abstract

This study explores how Indonesian audiences of @indonesiafeminis identify,
interpret, and negotiate values associated with American liberal feminism in digital
feminist content. Using an interpretive qualitative approach with a single case study
design, data were collected through a questionnaire involving thirty respondents
and in-depth interviews with nine informants. The analysis draws on Hall’s
encoding/decoding model, Robertson’s glocalization theory, and Crenshaw’s
intersectionality framework. The findings show that audiences recognize liberal
feminist values mainly through experiential closeness rather than theoretical
knowledge, and most do not explicitly identify the American origins of the
discourse. Glocalization appears as an active audience practice through empirical
resonance, personal narrative translation, and sub-local contextualization, although
it also generates resistance when global narratives do not match local lived
experiences. Religion, gender, and geography interact in shaping reception, with
religion functioning both as a supportive reference and as an epistemological basis
for oppositional readings depending on each informant’s social position.
Keywords: American liberal feminism, audience reception, encoding/decoding,
glocalization, digital feminist activism, intersectionality, Instagram, Indonesia

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