+ Spheres of culture PL ISSN 2300-1062 Spheres of Culture / Ed. by Ihor Nabytovych, 2014, Vol. 8. Iryna Nabytovych NARRATIVE SHAPING POWER OF SOCIAL MEDIA: A NEW TURN OF UKRAINIAN PUBLIC SPHERE WITH #EUROMAIDAN HASHTAG APPEARANCE Ukrainian Catholic University of Lviv, Ukraine Abstract: The whole organization and coordination of Euromaidan was exclusively conveyed through social networks and new media. Protests did not only form in the capi- tol but also in major and minor regions (Lviv, Ternopil, etc.), where local media centers were formed. Every minute they were informing people what was happening on Maidan, helping to coordinate and set an agenda for protesters. Constant updates went out even during the night. This way the virtual connection with Independence Square did not dis- appear for a moment, and like-minded citizens could follow events in real time using the hashtag #Euromaidan. Public opinion was formed by opinion leaders. Famous singers, rectors, professors of universities, popular public figures, and opposition leaders turned to young people on Facebook and Twitter. Most of the meaningful ideas were written by these opinion leaders and then reposted and retweeted by thousands of followers. There were not only short messages and calls by unknown people under the hashtag #Euromaidan, but also meaningful appeals encouraging young people (and later seniors) to mass participation in the protest. There formed a new powerful narrative, which shaped the majority opin- ion and brought it to a common goal. This goal was no longer simply joining the EU, but the preservation of the Ukrainian identity and the overthrow of the Yanukovych regime. For this study was used the method of qualitative content analysis of posts in Facebook. Keywords: social media, cyber protest, public sphere, #Euromaidan, opinion leaders, civic engagement The deep apathy started in Ukraine into unrestrained outbreak of protests. with the establishment of the Yanu- To deepen our understanding of social kovych regime. It affected all aspects of media influence on political change life including the media and those who during the last events in Ukraine we had something valuable to say during need to see the larger context of on- the Orange Revolution became silent. line activism formation in Ukraine. In Pro-democratic journalists and blog- this research the power of narrative gers started believing that the period shaping of social media and it’s direct of dictatorship, oppression, and hu- connection with creating a new public miliation of Ukrainians will never end. sphere is debated. The President’s latest wrong move The movement for integration with turned the course of Ukrainian history European Union provoked a new turn in 180 degrees; which instantly turned the Ukrainian public sphere. 538 + Volume VІІІ, 2014 + The public sphere according to Jür- who take part in debate, criticism, and gen Habermas is considered a neutral develop oppositional discourses op- social space for critical debate among posite to dominant mainstream public private persons that gather to discuss is- sphere. They create oppositional iden- sues of common concern in a free, ratio- tities, social imaginaries, language, and nal, and in principle disinterested way interpretations. It helps in forming op- [7]. Habermas discusses the ups and positional networks which leads to downs of the bourgeois public sphere, more powerful oppositional discourses. underlining the problematic effects of The internet supports both: online and commercialization, capitalism, and the offline oppositional contest with domi- rise of mass media on rational-critical nant discourses and creates the contes- debate. Habermas’ arguments were tation of mainstream public sphere [7]. criticized, especially because he ideal- The communication through the ized the concept of the public sphere internet helped give opinion makers a centers supposing the idea of universal chance to use the persuasive power of access. Outlining the principle of public strategic narratives which can mobilize sphere we imply it as a synonym for the audiences without financial, material or public opinion process in new media military resources [4], [8]. themselves. Narratives are used to achieve de- According to Habermas’ model of sired objectives: defining identities, ex- a public sphere there is universality plaining everyone’s role in the world, across society, in which everyone has defining allies and enemies, explaining the right to have their voices heard and in the context historical events and po- assist in important democratic issues. litical decisions [2]. There are institutional preconditions Narratives do not exist separately for public sphere to exist: disregard- from those who produce them, they ing of status and common concern. The connect past and present. This way un- idea of public sphere is established on related events turn into coherent plot an objective form, independent from [15, 245]. authority status or rank. The informa- tion (as well as cultural products) be- Development of Cyber Protests came common concern of private citi- During the past decade we have zens and became a way of their delib- seen the power of new media, espe- eration [11]. cially social media, to change dictato- Unlike mass media the internet be- rial regimes all over the world. Since came a force for radical democracy. It ‘color’ revolutions in Ukraine, Iran, and helps groups which are excluded from the Arab world the protesters have been the mainstream public sphere to create using online space for spreading infor- their own discussion forums, connect, mation, fund raising, and mobilization and produce new dominant ideas and [16]. Hot debates about the role of the practices. [Here the internet provides internet had been divided during “Twit- the space for communication inside ter rebellion” in Iran in 2009. The sup- marginalized discourse and helps them porters of revolutions online were la- to develop an ‘alternative’ group which beled ‘cyber utopians’. At the same time, consists of a number of participants the preoccupation with the ‘networks’ + 539 + Spheres of culture has appeared when discussing political testers. This role is embraced by pro- organizations [13]. gressive opinion leaders, professionals, Now the internet is the alternative trusted military representatives, and medium to propaganda models of state known activists. controlled media. It played a main role Up to the last events in Ukraine in mobilizing activists for spontaneous many of the researchers stated that so mass protests. It is used for public ac- far the internet didn’t lead to any suc- tion even in such repressive countries cessful revolutions. Some say it can in- like Egypt, China, Iran, and Russia. So- form, provide a forum for debate, and cial media is used for providing con- mobilize, but it cannot provide leader- stant flow of information for mobilizing ship and organization to support politi- the social opposition. cal action and a strategy for taking state Social and political movements power [18]. have all chances not only to arise on- line as a reaction to external stimuli Changes in Ukrainian Public Sp- (such as a reaction to unfair elections), here but also develop and mature to radi- In Ukraine the internet created an cal action, exerting influence on civic alternative media sphere. The use of so- opinion and rhetoric in official media. cial media helped consolidate the peo- Before Web 2.0 was invented there was ple in no longer being indifferent to the no media that has been so interactive, fate of Ukraine. The President’s refusal person-centered, highly used, and open to sign an association agreement with for public access. Probably for the first the EU, raised a wave of indignation on time, mankind is spontaneously mov- Facebook marked with hashtag #Euro- ing towards a nonlinear, self-organizing maidan. Due to this exhortation in social democratic governance [10]. networks hundreds of thousands of an- Social networks provide the com- gry citizens, who were ready to defend munications platform for activists. The their own future, spilled out on to Inde- internet contributes to the develop- pendence Square in Kyiv. These citizens mental activities of opposition groups didn’t leave after the Vilnius summit, and ideological movements outside the but rather reinvigorated by the cruel mainstream. At present it enables civil beatings of peaceful activists at night society to participate in the political life on November 30, came to the square in of a country with no natural affiliation even greater numbers. to a political party or organization. So Researching the changes in Ukrai- there is the concept of ‘cyber protest’, nian public sphere with #Euromaidan which is defined as “a new field for so- hashtag appearance we manage to cial movement that reflects the role of discover three important aspects. The alternative online media, online pro- whole organization and coordination of tests and online communication in soci- Euromaidan was exclusively conveyed ety” [14]. through social networks and new me- For oppositional movements the in- dia. Protests did not only form in the ternet is the most important source of capitol but also in major and minor objective alternative information, espe- regions (Lviv, Ternopil, etc.), where lo- cially in educating and mobilizing pro- cal media centers were formed. Every 540 + Volume VІІІ, 2014 + minute they were informing people under the hashtag #Euromaidan, but what was happening on Maidan, help- also meaningful appeals encourag- ing to coordinate and set an agenda for ing young people (and later seniors) protesters and fundraising. Constant to mass participation in the protest. updates went out even during the night. There formed a new powerful narrative, This way the virtual connection with In- which shaped the majority opinion and dependence Square did not disappear brought it to a common goal. This goal for a moment, and like-minded citizens was no longer simply joining the EU, could follow events in real time using but the preservation of the Ukrainian the hashtag #Euromaidan.