The Media Coverage of the #Firstharassment Campaign and Its Perception by Facebook Female Users

This article aims to reflect on the impact that the campaign #PrimeiroAssedio [first harassment], created by the NGO Think Olga, in 2015, had on the perception of Facebook female users on the subject of harassment, drawing from the perspective of Cultural Studies. This hashtag encouraged the sharing of content and placed the feminist issue of combating sexual harassment on the agenda. We have used Martin-Barbero's (1997) concept of mediation to investigate the context in which users published posts on Facebook and have conducted interviews with women who have published comments in the campaign's posts. In a context of prolific content generation and intense participation, with many people speaking to many people, many authors see the emergence of politically driven action on social media, the so-called "digital activism", as being relative, holding little expectations of radical social change. Our interviewees' answers indicate that, in terms of tangible changes, they found that they were able to engage in dialogue about the topic with the people who were closest to them.