Social Media: Friend or Foe to Gender Equality in Academia?

Can social media help close the gender gap in academia, or does it simply reinforce existing inequalities?

A recent study led by Professor Xiaohui WANG from City University of Hong Kong’s (CityUHK) Department of Media and Communication (COM) explored this question, focusing on the persistent “Matilda effect” – where female scholars’ contributions are undervalued – and how this plays out in both traditional academic publishing and social media.

Analysing more than 10,000 articles published in top communication journals between 2012 and 2022, the research team used data from OpenAlex, Altmetric and Twitter to uncover gendered patterns in scholarly recognition. The findings reveal both progress and ongoing disparities, suggesting that while the academic world is changing, some barriers remain firmly in place.

The Findings: Progress, But Not Parity
There is no doubt that women are making strides in communication studies. Over the past decade, the proportion of female first authors has risen from 45.6 per cent to 58 per cent, signalling greater representation in the field. However, representation alone is not enough to ensure equality. Despite their growing presence, women still face systemic disadvantages. Male scholars publish more frequently, achieve greater international mobility and receive significantly more attention online. Metrics like Altmetric scores and Twitter engagement consistently favour men, highlighting the enduring Matilda effect.

Social Media: A Double-Edged Sword
Social media, often seen as a tool for democratising academia, has not lived up to its promise. While maintaining a strong online presence generally boosts citation counts, this benefit is disproportionately enjoyed by men. The study found that male scholars see significant increases in visibility and citations tied to Twitter activity, while the same is not true for women.

This disparity stems from several factors. Women, wary of bias or negative feedback, may be less likely to self-promote on social media. Meanwhile, men often benefit from larger, more influential professional networks that amplify their online presence. These networks create a feedback loop: greater visibility leads to more recognition, which further entrenches male dominance in the field. Instead of levelling the playing field, social media risks magnifying existing inequalities.

Why This Matters
This issue is not just about fairness – it is about the future of science. A diverse and inclusive academic community fosters innovation and progress. When half the population faces systemic barriers to recognition, the entire field suffers. Addressing these disparities is vital not only for gender equity but also for the advancement of knowledge.

The study emphasises that increasing female representation alone is insufficient. Proactive measures are needed to create a truly equitable environment. Online spaces must be made more inclusive, offering support for all scholars to share their work without fear of bias or backlash. Women should be encouraged and empowered to use social media strategically, while systemic biases that limit their recognition and career progression must be tackled directly.

The Path Forward
Social media has the potential to democratise academia, but this can only happen if we actively work to address its inequalities. Without intervention, the same biases that exist offline will continue to thrive online. By fostering inclusive practices and challenging systemic barriers, we can ensure that all scholars – regardless of gender – have an equal opportunity to contribute, innovate and thrive.