The integration of digital culture and men’s participation in promoting food waste reduction on social media
Keywords:
Food waste reduction, Men’s participation, Social media campaign, Genderlect theoryAbstract
Addressing gender issues in food waste management can offer a comprehensive understanding of the allocation of roles in the utilization of financial resources and the potential economic benefits. Now a days, both men and women can optimize their participation in food waste reduction by promoting their ideas through social media. Genderlect theory use to analysed the differences of communication style among men and women in promoting waste reduction on social media. Purpose: Assuming that men's participation in promoting food waste reduction on social media can expand the scope of audience participation, then this study aims to explore the integration of digital culture and men participation on social media on promoting food waste reduction on social media. Method: qualitative content analysis applied to analyzed 154 individuals’ contents on Instagram and X in promoting food waste reduction in the period of January-August 2024. Result: men is less persuasive and are less likely to invite audience participation in Instagram and X their content focus on information of technical aspects of technological use, collaboration and company or organizational activities. Finding: The dominance of men on social media is not fully able to attract audiences to participate in food waste reduction, as male content focuses more on providing formal information. Implication: Further research is needed to explore the role of men's communication styles in campaigning for environmental issues to be more comprehensive and contribute to increasing audience participation in solving environmental problems.
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