Tiktok Feminist Narratives and Perceptions of Gender Equality Among Undergraduate Students of Imo State University, Owerri

This study aims to examine the influence of feminist narratives on TikTok on undergraduate students’ perceptions and attitudes towards gender equality at IMSU, Nigeria. Using Social Cognitive Theory as the theoretical framework, the study explores how observational learning through digital feminist content affects awareness, beliefs, and behaviours related to gender equality. A survey research design was employed to collect data from IMSU students regarding their engagement with and interpretation of feminist content on TikTok. Findings reveal that students predominantly encounter content focusing on gender equality (51.3%), gender-based violence (47.3%), satire (50%), and personal storytelling (49.3%). Engagement with feminist content is mostly passive, with around one-third occasionally interacting through following, commenting, or sharing, while only 11%–13% engage frequently. Exposure to such content has increased awareness of gender inequality for 47.5% of students and strengthened belief in gender equality for 45.5%, though a significant portion remains neutral or skeptical. Cultural, familial, religious, and peer influences critically shape reception, often limiting the internalization and behavioral change prompted by online feminist messages. Moderate shifts in attitudes and behaviours were observed, but approximately one-quarter of students reported no impact from the content. The findings underscore TikTok’s role as a catalyst for awareness, yet highlight the need for comprehensive offline reinforcement and culturally sensitive advocacy to achieve meaningful gender equity transformations.