Putting a price on social movements: A case study of #metoo on instagram

Tanisha Afnan · Hsiao‐Ying Huang · Maria Sclafani · Masooda N. Bashir

17 citations0/0 files storedProceedings of the Association for Information Science and Technology

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Social Media and Politics Digital Marketing and Social Media Gender, Feminism, and Media

Abstract

ABSTRACT Social media has enhanced the dissemination of information relating to specific social movements, allowing activists to quickly mobilize and more easily communicate. However, the practice of “hashtag activism” has unforeseen consequences; it gives users with commercial interests a great deal of control over when and how hashtags are utilized. To investigate the intersection between commodification, social movements, and social media, we examined the use of #metoo and three other #metoo‐related hashtags on the popular social networking platform Instagram as a case study. The aim of the #metoo social movement, which gained traction in 2017–2018, was to raise awareness on the issue of sexual violence. We collected a sample of 200 randomly selected posts to analyze their content and relevance to the movement. Our findings not only indicate that 1 in 5 posts within our sample had a commercial aspect, but also revealed a variety of commodifying strategies employed by the users.

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1990Grounded theory research: Procedures, canons, and evaluative criteria 2006A General Inductive Approach for Analyzing Qualitative Evaluation Data 201675. Networks of Outrage and Hope: Social Movements in the Internet Age 2012Tweets and the Streets : Social Media and Contemporary Activism 2011The political power of social media: Technology, the public sphere, and political change 2015Instafame: Luxury Selfies in the Attention Economy 2016The SAGE Handbook of Social Media Research Methods 2008Putting Consumers to Work

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2023When the Personal Becomes Political: Unpacking the Dynamics of Sexual Violence and Gender Justice Discourses Across Four Social Media Platforms 2023‘Think global, act local’: How #MeToo hybridized across borders and platforms for contextual relevance 2021Sexuelle Gesundheitsinformationen in sozialen Medien: Ein systematisches Scoping Review

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