When it comes to women, there is one trend: POWER. #womenpower, #girlspower, #gogirls are hashtags that accompany women's everyday activities and the causes that matter to them. They are also hashtags kept in the spirit of empower women, a global and strongly growing movement. Women Power Index 2017 is the first market analysis of how Polish women and men use these hashtags in their channels on Instagram, Facebook, and Twitter. The Index is based on a quantitative and qualitative analysis of posts in Polish social media published in 2016, as well as on a survey conducted in 2017.
The premiere of Women Power Index 2017 takes place two months after the birth of the #metoo movement, which opened another chapter of #womenpower; a month after Time magazine awarded its honorary "Person of the Year 2017" title to the women who started it; a few days after the launch of the "Time's up" initiative and a few days before the Golden Globe Awards ceremony, during which actresses and women connected with the film industry and the Time's up initiative announced they would dress in black. From month to month, #women - and - #girlspower appears in new contexts that shape reality and influence the world of business and brands. This will gain strength - emphasizes Joanna Stopyra-Fiedorowicz, social psychologist and owner of Beauty Management PR & Marketing to Women.
Women Instragram Power
Women Instagram Power
16,224 is the total number of posts published in 2016 by Poles on social media that contained at least one of the hashtags analyzed in the report: #womenpower, #girlspower, #gogirls, #gogirl, #empowerwomen, #siłakobiet, and #strongwomen. As many as 85.88 percent of them were published on Instagram. Nearly 96 percent of posts containing the hashtags studied were published by women. Most posts and comments published by men can be described as an expression of support for women (mainly support for the Black Protest). In individual entries, men also encouraged women to achieve their goals.
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WomenPower in the eyes of women and men
WomenPower in the eyes of women and men
Feminism, feminists, women's strength, strong, energetic women of success, active and independent - these are the most common terms that both women and men cite when defining womenpower. On the one hand, this is optimistic because, in its essence, womenpower, which is part of the global empower women movement, communicates precisely the values that both sexes most often mentioned. On the other hand, however, these associations contain no references at all to relationships (mother-daughter, sisters, or friends), which, according to Women Power Index 2017, also appear alongside the womenpower hashtag. Every fifth respondent declared that they notice womenpower in the media. It is worth emphasizing here that nationwide media have been paying attention for several years to changes in roles and entrenched patterns concerning both sexes. Womenpower in IT is most often noticed by the youngest respondents - 24 percent of women aged 15-18 and 21 percent of their male peers. These statistics stand out strongly against the rest of the respondent group, whose answers ranged between 2 and 11 percent depending on sex and age. This is a clear signal for all foundations, universities, and organizations that in recent years have become very actively involved in efforts to attract women to the world of IT. 23 percent of women aged 45-54 notice womenpower in the attitude and behavior of contemporary women. This is the highest percentage of indications for this area. But it is also noticed by women aged 15-18 and those aged 25-34 (21 percent of indications each), as well as men aged 55+ (also 21 percent of indications).
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With the girls
The hashtags analyzed in WomenPower Index 2017 appear in many contexts. Against this background, three stand out particularly strongly. The first concerns the healthy so-called fit lifestyle, which includes, among other things, gym workouts, body transformations, motivating people to lead an active lifestyle, and recommendations for healthy meals. The second strongest context is the wave of women's protests related to the bill banning abortion. Selfie & Social Power is the third main context in which Polish women used the analyzed hashtags in 2016. Among this group of posts, we can distinguish posts devoted to outings and trips with friends, often linked to activities such as marathons, kayaking, and climbing mountain peaks; there are also posts dedicated to sisterly bonds and to daughters with their mothers. In all these contexts, the aspect of relationships, mutual support, and motivation is very clearly emphasized.
WomenPower Index is available at this link.
Summary
The premiere of WomenPower Index 2017 coincides with important events for the womenpower movement: two months after the #metoo campaign, a month after the honorary "Person of the Year 2017" title for the women who started it, and just before the Golden Globes, for which actresses were to dress in black. This is the first analysis of the use of #womenpower and related hashtags by Poles. As many as 85.88 percent of posts with them went to Instagram, and 96 percent were published by women. The strongest contexts are the fit lifestyle, protests related to the bill banning abortion, and selfies and relationships among supportive women. Every fifth respondent notices womenpower in the media.
