Key Social Norms Take-aways The study demonstrates that social norms—particularly patriarchal gender norms, expectations around modesty, and restrictions on women’s public voice—significantly shape how media literacy translates into empowerment for women in Bangladesh. While media literacy provides women with skills, knowledge, and access to information, deeply embedded norms limit their ability to actively participate, express opinions, and engage publicly on social media. Fear of social sanctions, online harassment, and family or religious disapproval reinforces passive engagement, where women consume information rather than produce or challenge it. The discussion emphasizes that social norms can override the empowering potential of media literacy, highlighting that empowerment is context-specific and constrained by broader sociocultural systems.

Objectives The study aims to examine how media literacy influences women’s empowerment in Bangladesh through social media engagement, and to explore the challenges women face in actively participating in digital spaces.

Methods This qualitative study used semi-structured online interviews with 17 urban Bangladeshi women (aged 22–48) and analyzed data using thematic analysis. Media literacy was conceptualized as digital skills, critical thinking, communication, and the ability to analyze and share information on social media platforms (primarily Facebook). Social norms were not measured quantitatively but were explored qualitatively through participants’ lived experiences, focusing on gender expectations, family influence, religious beliefs, and societal attitudes toward women’s online participation.

Results Findings show that media literacy enhances women’s connectivity, access to information, and awareness of issues such as health, rights, and professional opportunities. Women reported increased confidence in navigating digital platforms and protecting themselves from online risks. However, their active engagement remains constrained by social norms. Many participants limited self-expression due to fear of criticism, online abuse, or disapproval from family and community members. Gender norms and religious expectations discouraged women from posting opinions or images publicly, leading to restricted participation and self-censorship. As a result, women often engage passively, consuming content rather than actively contributing to discussions.

Conclusions The study concludes that while media literacy can support women’s empowerment, it is insufficient on its own to overcome structural and normative barriers. Women’s empowerment through social media is shaped by the interaction between digital skills and sociocultural context. Effective efforts to promote empowerment must address restrictive gender norms, online violence, and social expectations that limit women’s agency. Without transforming these broader normative environments, the potential of media literacy to drive meaningful empowerment will remain constrained.