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This study aimed to use my own practice to explore patriarchal hegemony in new media art, and its relationship with technology (in this case the internet) through a feminist lens. In this research, the term ‘patriarchal hegemony’ refers to the internet/social media being an inherently male-dominated and controlled space. The theoretical framework is informed by theories from cultural studies addressed though a feminist scope. Furthermore, this study sought to critically analyse how techno-feminist (digitally driven and online feminist activism) artists and activists use technology, the internet, and social media as new innovative platforms. This feminist activism seeks to disrupt and create awareness of the dominant patriarchal hegemonic thinking within contemporary society (Morgan 2017:11). I used my own art practice as a point of departure to investigate techno-feminism and also conducted research on the work of other selected feminist artists who use their digital presence to articulate their media-based art activism. In addition, I critiqued how internet GIFs can be used as visual mechanisms to create awareness of patriarchal hegemony and propose alternatives.

Techno - Feminism(s) : an investigation into challenging patriarchal hegemony in new media art