Utilising Facebook as a Digital Tool for Social Change: Jordanian Women’s Experiences in Addressing Violence Against Women

Abstract

Facebook remains a dominant platform for civic engagement, public discourse, and social activism across the Arab world. In Jordan, where entrenched cultural norms and societal expectations often restrict women’s ability to voice experiences of gender-based violence (GBV), Facebook has emerged as a critical digital space for resistance and social transformation. It enables women to share personal narratives, foster solidarity, and challenge patriarchal silence. Despite its significance, limited scholarly attention has been devoted to Facebook’s role in addressing GBV within the Jordanian context. This study examines how Jordanian women utilise Facebook to promote social change and resist gender-based violence. Employing a qualitative approach, the research draws on face-to-face interviews with six purposively selected participants, supplemented by secondary data from academic literature and policy documents. Thematic analysis, guided by Social Mobilisation Theory, revealed that Facebook serves as a safe space for storytelling, emotional resilience, and collective mobilisation. It contributes to individual empowerment, enhances public awareness, and supports advocacy efforts to challenge patriarchal norms and promote institutional responsiveness. Nonetheless, structural impediments, including economic constraints, social stigma, and institutional inertia, continue to limit the full potential of digital activism. This study highlights the importance of improving digital literacy, developing context-sensitive online protection mechanisms, and fostering strategic partnerships between civil society organisations and social media platforms. These insights help policymakers, activists, and scholars understand the impact of digital platforms in conservative societies. Future research should examine the link between online and offline activism across Arab contexts.