Fitri Hariana Oktaviani, Syahira Adristi Nabiha, Diyah Ayu Amalia Avina
This study analyses how Indonesian corporate Instagram accounts construct and circulate gender equality discourses within a postcolonial media landscape. As feminism gains visibility online, it is simultaneously shaped by corporate branding, market logic, and historical anxieties surrounding Westernisation and social respectability. Using Feminist Critical Discourse Analysis, we analyse Instagram content from two prominent Indonesian organisations, IBCWE and Stellar Women. The analysis identifies three interrelated discourses shaping corporate driven feminism in Indonesia: Westernisation, class and ethnic exclusivity, and neoliberal empowerment. These discourses produce a culturally cautious and selectively inclusive feminism privileging market-compatible, professional, and elite feminine subjectivities while marginalising more politically contentious feminist claims. This paper contributes to feminist media studies by historicising corporate-driven digital feminism in a postcolonial context, demonstrating how platform visibility intersects with long-standing classed respectability norms, and introducing the concept of neo-priyayiism to explain how elite femininities are reproduced through corporate feminist discourse. © 2026 Informa UK Limited, trading as Taylor & Francis Group.
Department of Communication Science, Universitas Brawijaya, Jawa Timur, Indonesia; Master Program of Media and Cultural Studies, The Graduate School of Universitas Gadjah Mada, Sleman, Yogyakarta, Indonesia
