Abstract
Despite ongoing challenges to feminism and unachieved gender equality, the concept of ‘femvertising’ has emerged, shedding light on empowerment portrayed in advertisements. Unfortunately, these ads often depict women in awkward and clumsy situations. Such representations force women into predefined roles, fostering insecurity and diminishing self-confidence. This study aims to analyze extensively the conceptual framework of technology-facilitated gender-based violence (TFGBV) through the intersections of embodying sexuality, physical motives, psychological aspects, and femvertising in the digital sphere. Utilizing content analysis as the methodology of the study investigates the intersections of technology-facilitated gender-based violence further divided into two sectors domestic violence and intimate partner violence. The study conducted a thematic analysis with the selected advertisements as samples. The results were validated from MAXQDA 2022 software under the four parameters. Comparing advertisements spanning from 2012 to 2022, the research explores the depiction of women's status, Intimate partner violence (IPV), sexual violence against women, the messaging choices, and the portrayal of models or characters in the ads. The intersections are considered for thematic analysis and overview results were observed from MAXQDA 2022. The study's findings emphasize the need to move beyond the analysis of individual advertisements. By addressing the four parameters—sexuality, physical motives, psychological aspects, and femvertising with its sub-themes—this research underscores the importance of a comprehensive approach to inform strategies aimed at mitigating violence against women and alleviating their experiences of fear.
