NEGOSIASI MAKNA 'NENENGISME': ANALISIS WACANA KRITIS TERHADAP DISKURSUS GERAKAN PEREMPUAN AKAR RUMPUT DI ERA DIGITAL

Abstract

Digital activism by grassroots women in Indonesia experiences complex dynamics in the politics of representation and power relations, particularly as marginalized movements attempt to negotiate their discursive positions within social media landscapes dominated by elite narratives. The phenomenon of "Nenengisme" presents an intriguing case demonstrating how a term that originated as humor transformed into a marker of collective empowerment identity. Through a critical discourse analysis approach examining conversations, comments, and viral content on digital platforms, this research reveals the processes of construction, negotiation, and meaning-making of this term in public discourse. Results indicate that "Nenengisme" functions as a discursive space enabling women from marginalized groups to reclaim narratives previously dominated by patriarchal structures. Furthermore, "Nenengisme" facilitates the formation of solidarity based on shared experiences that transcend geographic and social boundaries. Another significant finding is the presence of specific discursive strategies employed by grassroots actors to negotiate meaning and visibility within a fragmented media ecosystem. This study contributes to a more comprehensive understanding of the transformation of contemporary women's activism in Indonesia and offers an analytical framework for understanding how grassroots movements utilize digital resources to challenge the hegemony of dominant discourses.