Women use the Internet nearly as frequently as men, but they spend 22 percent more time than men on e-mail, instant messaging and social-networking sites such as Facebook, Twitter and Myspace, according to a recent study by the digital-marketing firm comScore. Women over 45 are driving the greatest growth. “Social networking is a new frontier that older women are embracing,” says Linda Boland Abraham, comScore’s chief marketing officer. “Men are doing so to a far lesser degree.”
In the U.S. and Canada, women spend 30 percent of their total time online in social networks, compared with 25 percent for men. North American women are more likely than men to share photos online (for example, on Flickr), swap information about health (Medpedia), collaborate with their children’s teachers (Parentella), get fashion advice (Fashism), play social-networking games (FarmVille), grab coupons (Groupon) and find restaurant deals (Yelp).
In Seattle, MomsRising.org is fighting for change. With one million members and a reach of three million people through blogs, Twitter and Facebook, the media-savvy mothers’ advocacy group has made an art of collecting women’s stories. Sheryl, from Ohio, posts:
The economy has certainly hurt our family. My husband is working (yeah), but he is still making the amount that he made on unemployment (which is barely enough to cover the bills for our family). I just had a stillbirth last March. Had it not been for Medicaid, I would not have been able to pay the medical bills incurred due to that loss.
And this, from a graphic artist in Wisconsin:
I have been told—to my face—no less than 3 times during my adult life that when a particular job I had applied for or wanted to advance to had come down to 2 candidates (me and a man), the man “had” to be selected because, after all, he has a family to support . . . The third time, I was the corporate art director . . . still married with 2 children and a 3rd on the way. A new male hire, 15 years my junior with NO relevant experience whom I had just 2 weeks to train to his new position, was suddenly and without explanation made the new art dept. head . . . I subsequently quit and filed a gender discrimination suit. Enough was enough!!!
“Often what we think ourselves and hear from our members is, ‘Oh my gosh, I’m the only one who this is happening to,’ ” says Kristin Rowe-Finkbeiner, the turbocharged Seattle-based author who cofounded the group in 2006. The group is widely credited with helping to pass the federal Lilly Ledbetter Fair Pay Act of 2009, which makes it easier for women to sue employers who pay them less than they pay men for the same job.
Each of these social network sites has found ways to move women into direct, on-the-ground involvement. But that kind of migration remains one of the biggest challenges for activists. A new study says it takes four to six direct tweets from trusted friends to capture anyone’s attention on a political issue, and that doesn’t mean the person will get off the couch and grab a protest sign or visit her congresswoman or join her school board—all real-world actions that are still crucial to making change happen.
Ultimately, what draws women to these sites is: a camaraderie of the pissed-off and the passionate.
MORE, September 2011
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