Movements, Exchanges, and Social Media An Exploratory Analysis of the Impact of Social Media Use on Movement Exchanges
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2022-08-08
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en
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Abstract
This thesis analyses to what extent an extensive use of and a dependence on social media influences the exchanges between social movement leaders and their constituency and with bystanders. This is done by applying Somma’s (2021) Movement Exchange Theory to the case of the Chilean feminist movement called LasTesis. The data collection and analysis technique used in this thesis is Qualitative Content Analysis. Through analysing LasTesis’ Tweets, this thesis draws the conclusion that there is no evidence suggesting that the use of social media entails an erosion of ideological coherence in collective action frames. However, the results indicate that the members of LasTesis use adversarial frames to a considerable degree. This suggests that the use of social media is expected to induce movement leaders to present their constituents and bystanders with frames that are meant to fuel outrage. In light of the growing importance and polarising potential of social media, these results warrant further investigation.
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Faculteit der Managementwetenschappen