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The Role of Social Media During Social Movements – Observations from the #Metoo Debate on Twitter

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The Role of Social Media During Social Movements – Observations from the #Metoo Debate on Twitter Proceedings of the 53rd Hawaii International Conference on System Sciences | 2020 The Role of Social Media during Social Movements – Observations from the #metoo Debate on Twitter Felix Brünker Magdalena Wischnewski Milad Mirbabaie Judith Meinert University of Duisburg-Essen University of Duisburg-Essen University of Duisburg-Essen University of Duisburg-Essen [email protected] magdalena.wischnewski@ [email protected] [email protected] uni-due.de Abstract and the role of specific actors within these movements [38]. However, these pieces have so far not been put In recent years, the development of information together. Less is known about the specific content that communication technologies (ICT) such as social is shared by specific user groups. Yet, to broaden the media changed the way people communicate and understanding of social movements on social media, it engage in social movements. While conventional is crucial to understand the dynamics of movements were fought in the streets, social media communication among distinct groups participating in enabled movements to take place online. In this paper, a social movement on social media. we aim to investigate the role of social media during We, therefore, examined one recent example of social movements which evolve online. Specifically, we such a social movement, that is the #metoo movement. examined Twitter communication during the #metoo We investigated which kinds of user roles were debate. To this end, we applied methods from social involved in sharing and publishing tweets related to the network analysis to identify influential users hashtag #metoo during the time from September 30, to participating during the debate. Conducting a manual November 30, 2017. Additionally, we were not only content analysis, we classified 200 power users into interested in the users themselves but also in the roles. Likewise, a manual classification of 1,271 tweets content they shared. Therefore, we present findings on found distinct communication categories. The results the following research questions: overall point to different motives: First, the RQ: How do influential roles participate over the communication was deeply concerned with the issue of course of an online social movement on Twitter? sexual harassment, calling for attention and action. In order to answer the research question, as a first Second, we found reason to believe that self-serving step, we collected tweets by relevant keywords. Based and branding intentions drove participation. on the tracked data, we conduct a social network analysis [32] to identify influential users participating in the #metoo debate during the examined time period and to assess underlying structures. Subsequently, we 1. Introduction undertook a comprehensive manual content analysis [22] to classify the identified users into roles and then Over the past years, social media have come to a categorized the shared tweets into explicit content wide use in social movements. High connectedness, categories. In this research, we understand roles as fast information diffusion, and lower individual costs specific user groups in accordance to [33]. Thus, we are some of the reasons why a shift to the online sphere examine which content was published by the top 200 has been observed [10]. One way this has been studied power users and which information of the #metoo is hashtag activism which is defined as an approach “to tweets were most retweeted. raise awareness of an issue and encourage debate” We expected that the identified roles altered in their [36:15] via the use of hashtags on social media. While sharing behavior and, consequently, influenced the hashtag activism and the way it is structured is a movement differently. We subsidized deeper insights thought-provoking field in itself, we are more into the specific case of #metoo and generated generally interested in who participates in these continuative understanding of how social media movements and what is shared by whom. activism functions, concerning different roles and their Previous studies have already investigated content motives. Ultimately, we intended to increase our communication through social media in social understanding of the contribution and potential, but movements [35], differences in communication also possible downsides of social media use in social patterns between two different Social Media sites [21], movements. URI: https://hdl.handle.net/10125/64030 978-0-9981331-3-3 Page 2356 (CC BY-NC-ND 4.0) This study is structured as follows: First, we general seemed high, actual identification with a present an overview of the status quo of the literature movement can still be low. about social movements in social media. Second, we We suggest that the #metoo debate brought outline a summary of our research design. something new into play again: the movement was Subsequently, we present the findings of examined initiated online and only eventually affected offline case #metoo. Last, we provide a conclusion and an events (for a more detailed account, see section 3.1). outlook for further research. With this change of direction, namely from the online to the offline world, the central role of social media 2. Related work/Status quo became even more evident. To understand the hows and whys of this change, we propose with this study to start looking at participating individuals and their 2.1 Social movements in social media behavior online. The development of ICTs has changed the 2.2 User behavior on twitter and its impact on involvement of users in social media and online communities. Previous studies have shown that this social movements happened via lowering individual costs of participating, increasing general accessibility to Social movements, whether offline or online, break information [23], fostering connectivity between users down to individuals’ actions. To investigate the [12], and creating a platform where users can generate observed change of direction, it is, therefore, important content themselves [3]. to understand how individuals behaved on the This is not only reflected on the individual level but respective platforms. For the case of #metoo we, affected social movements as well. In contrast to more accordingly, reflected on user behavior within the organized offline social movements where individuals Twitter-sphere. remain mostly passive, social movements on social Through the opportunity of real-time sharing, media enable individuals to move from this passive Twitter is one of the most popular ways to spread state of participation to self-organized participation information among a wide audience, impact a public [20]. Organization and coordination rely much more on discourse in society and engage users in social a personalized expression of identity, communication, discussions [13, 27, 34]. One recent study which and sharing than on more traditional forms like formal examined three different movements (Occupy Wall organizations and leaders [17]. Therefore, social Street, Indignados, and Aganaktismenoi) from three movements became much more self-organized and different countries, found that Twitter indeed helped to leaderless [18]. On the individual level, social media popularize the cause and broaden the call for the public enabled people to make informed decisions about the to engage [35]. participation in general, while simultaneously In addition to that, [21] found reason to believe that increasing the chances that people participate [23] and user behavior between different social media platforms it facilitated coordination of protest [18]. varied and could possibly alter a movements With this in mind, it does not come as a surprise development. While during the #metoo movement that social media can work, indeed, as a catalyst of a Reddit users were more likely to share details of their movements success and facilitates information spread. own stories, Twitter users focused on being engaged in Taken this further, it was claimed that more and more the online community and supported victims by social movements became successful because of social posting hashtags, sharing news, URLs or articles and, media. Examples of such social media enabled most importantly, they encouraged others to engage in movements are the Arab Spring [28], Occupy Wall the (online) social movement [21]. Besides that, Street in the US [15, 17], Los Indignados in Spain [37] Twitter users also shared their stories but by focusing and the #YoSoy132 movement in Mexico [11]. on the point that they were being harassed without Although these protests were founded offline, they sharing lots of details [21]. Concerning the use of were no longer only fought in the streets but also hashtags, one exceptional example for its use in social online. In agreement with the before-mentioned movements on social media came from the Black Lives features of social media it was found that these can Matter debate. Hashtag-use not only fostered public contribute to a movement’s success both online and attention but also helped to connect individual people offline [4]. This new development came, however, of the movement [5]. with some costs. Phrases such as keyboard warrior or Likewise, it is crucial to differentiate different users slacktivism suggest that, although participation in concerning their general impact on social networks. For example, users having a higher social status provide information which is then spread by lower Page 2357 status users within a social network [6]. Therefore, The
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