Social media teams as digital vanguards: the question of leadership in the management of key Facebook and Twitter accounts of Occupy Wall Street,Indignados and UK Uncut

Recent protest movements such as Occupy Wall Street in the US, the indignados/15M movement in Spain, and UK Uncut have witnessed the rise of social media teams, small activist groups responsible for managing high-visibility and collective activist social media accounts. Going against dominant assertions about the leaderless character of contemporary digital movements, the article conceptualises social media teams as ‘digital vanguards’, collective and informal leadership structures that perform a role of direction of collective action through the use of digital communication. Various aspects of the internal functioning of vanguards are discussed: (a) their formation and composition; (b) processes of internal coordination; (c) struggles over the control of social media accounts. The article reveals the profound contradiction between the leadership role exercised by social media teams and the adherence of digital activists to techno-libertarian values of openness, horizontality, and leaderlessness. The espousal of these principles has run against the persistence of power and leadership dynamics leading to bitter conflicts within these teams that have hastened the decline of the movements they served. These problems call for a new conceptual framework to better render the nature of leadership in digital movements and for new political practices to better regulate the management of social media assets.     

Multitudinous identities: a qualitative and network analysis of the 15M collective identity

The emergence of network-movements since 2011 has opened the debate around the way in which social media and networked practices make possible innovative forms of collective identity. We briefly review the literature on social movements and ‘collective identity’, and show the tension between different positions stressing either organization or culture, the personal or the collective, aggregative or networking logics. We argue that the 15M (indignados) network-movement in Spain demands conceptual and methodological innovations. Its rapid emergence, endurance, diversity, multifaceted development and adaptive capacity, posit numerous theoretical and methodological challenges. We show how the use of structural and dynamic analysis of interaction networks (in combination with qualitative data) is a valuable tool to track the shape and change of what we term the ‘systemic dimension’ of collective identities in network-movements. In particular, we introduce a novel method for synchrony detection in Facebook activity to identify the distributed, yet integrated, coordinated activity behind collective identities. Applying this analytical strategy to the 15M movement, we show how it displays a specific form of systemic collective identity we call ‘multitudinous identity’, characterized by social transversality and internal heterogeneity, as well as a transient and distributed leadership driven by action initiatives. Our approach attends to the role of distributed interaction and transient leadership at a mesoscale level of organizational dynamics, which may contribute to contemporary discussions of collective identity in network-movements.     

The mediatization of leadership: grassroots digital facilitators as organic intellectuals,sociometric stars and caretakers*

ABSTRACT

Scholars of both resource mobilization theory and new social movement theory recognize leadership as integral to traditional social movements. Following global protest movements of 2011, some now characterize movements relying on social media as horizontal and leaderless. Whether due to an organizational shift to networks over bureaucracies or due to a change in values, many social movements in the present protest cycle do not designate visible leadership. Does leadership in social media activism indeed disappear or does it take on new forms? This paper undertakes an in-depth analysis of data obtained through interviews, event observations and analysis of media content related to three Canadian cases of civic mobilization of different scale, all of which strategically employed social media. The paper proposes a conceptual framework for understanding the role of these mobilizations’ organizers as organic intellectuals, sociometric stars and caretakers. By looking closely at the three cases through the lenses offered by these concepts, we identify the specific styles that characterize digitally mediatized civic leadership.     

From Indymedia to Anonymous: rethinking action and identity in digital cultures

The period following the social mobilizations of 2011 has seen a renewed focus on the place of communication in collective action, linked to the increasing importance of digital communications. Framed in terms of personalized ‘connective action’ or the social morphology of networks, these analyses have criticized previously dominant models of ‘collective identity’, arguing that collective action needs to be understood as ‘digital networking’. These influential approaches have been significantly constructed as a response to models of communication and action evident in the rise of Independent Media Centres in the period following 1999. After considering the rise of the ‘digital networking’ paradigm linked to analyses of Indymedia, this article considers the emergence of the internet-based collaboration known as Anonymous, focusing on its origins on the 4chan manga site and its 2008 campaign against Scientology, and also considers the ‘I am the 99%’ microblog that emerged as part of the Occupy movement. The emergence of Anonymous highlights dimensions of digital culture such as the ephemeral, the importance of memes, an ethic of lulz, the mask and the grotesque. These forms of communication are discussed in the light of dominant attempts to shape digital space in terms of radical transparency, the knowable and the calculable. It is argued that these contrasting approaches may amount to opposing social models of an emerging information society, and that the analysis of contemporary conflicts and mobilizations needs to be alert to novel forms of communicative practice at work in digital cultures today.     

All in the family: The role of family networks,collective action frames,and identity in Latino movement participation

The family is often described as the foundation of Latino immigrant communities. Scholars interested in the political activism of Latino immigrants in the United States have consequently sought to examine the relationship between the family and recruitment to social movement participation. Overall, this research focuses on how the family can promote Latinos' political activism. However, less is known about the conditions under which the family may hinder activism. Family dynamics may be particularly demobilizing for certain segments of the Latino population with liminal or undocumented status. This article reviews two groups of the recent literature on Latino political mobilization: (a) social networks; and (b) collective action frames. By drawing on insights from social movement theory, the article concludes by arguing for more research that theorizes on the family as a group identity, powerfully enabling, and constraining Latino movement participation.     

‘Not that kind of atheist’: scepticism as a lifestyle movement

This article examines atheist activists from a lifestyle movement perspective. I focus on how atheist activists adopt the term ‘sceptic’ as a distinct identity marker to represent their growing interest in other types of activism beyond atheist community building and criticism of religious beliefs. My data come from thirty-five interviews with Canadian atheist activists and participant observation in the province of Alberta. In contrast to previous social movement approaches to atheist activism, I deemphasize the importance of collective identity and instead attend to personal identity as the site of social change. My findings show that being a sceptic is a personally meaningful identity in the context of a relatively weak secularist collective identity. Moreover, atheist activists who also identify as sceptics wish to expand the boundaries of the atheist movement to include individualistic projects of personal affirmation based on science and critical thinking. This work contributes to our understanding of the everyday activities of activists who engage in individual action in the absence of a strong collective identity. In particular, this article expands our understanding of lifestyle movements beyond the current focus on socially conscious consumption. Instead, I return to the roots of lifestyle movement theory, that is, how one’s everyday choices serve as a form of protest. Finally, this work contributes to atheism scholarship, which has neglected the diversity of individual identities within atheist organisations and among atheist activists.     

Collective Identity in Social Movements: Central Concepts and Debates

The concept of collective identity has been used extensively by social movement scholars seeking to explain how social movements generate and sustain commitment and cohesion between actors over time. Despite its wide application, collective identity is a notoriously abstract concept. This article focuses on the use of the concept in the literature on contemporary social movements and offers a comprehensive theoretical overview. The central elements of collective identity in the social movement literature are developed, and some key differences in interpretations are highlighted. Finally, some contemporary debates around the continuing usefulness and limitations of the concept of collective identity are explored, with a special emphasis on the challenges of applying the concept to movements that define themselves in terms of heterogeneity, diversity and inclusiveness.     

Charisma,collectives, and commitment: hybrid authority in radical feminist social movement organizations

The primary goal of this article is to add to the literature on the role of social movement organizations in facilitating movement involvement and activism. Using Weber’s definition of domination and delineation of ideal types of social action as starting points, my specific focus is on those SMOs that exhibit authority that is situated in the whole (collective) and manifests an extra-ordinary (charismatic) hold on the members/followers. I suggest the term ‘collective charisma’ for this hybrid form of organizational authority exhibited in a subgroup of SMOs. Examples from the radical U.S. feminist movement are used to illustrate how this particular organizational form shapes movement commitment, specifically the creation of collective identity, oppositional consciousness, and culture.     

Protest avatars as memetic signifiers: political profile pictures and the construction of collective identity on social media in the 2011 protest wave

Protest avatars, digital images that act as collective symbols for protest movements, have been widely used by supporters of the 2011 protest wave, from Egypt to Spain and the United States. From photos of Egyptian martyr Khaled Said, to protest posters and multiple variations of Anonymous' mask, a great variety of images have been adopted as profile pictures by Internet users to express their support for various causes and protest movements and communicate it to all their Internet peers. In this article, I explore protest avatars as forms of identification of protest movements in a digital era. I argue that protest avatars can be described as ‘memetic signifiers’ because (a) they are marked by a vagueness and inclusivity that distinguishes them from traditional protest symbols and (b) lend themselves to be used as memes for viral diffusion on social networks. In adopting these icons, participants experience a collective fusion in an online crowd, whose gathering is manifested in the very ‘masking’ of participants behind protest avatars. These forms of collective identification, while powerful in the short term, can however prove quite volatile, with Internet users often discarding avatars with relative ease, raising the question whether they can provide durable foundational elements of contemporary social movements.     

Clothing and social movements: Tibet and the politics of dress

The ‘cultural turn’ in social movement studies has brought a renewed outlook on new social movements and lifestyle movements. In this development on the symbolic challenge of contemporary movements, research has expanded to both music and art. However, little is known about the role of clothing in movements and how activists use it for social change. In making the case for a greater consideration of clothing’s tactical use in identity work, this paper explores the case of the Tibetan Lhakar movement. I argue that for Lhakar activists, clothing is the materialization of the political consciousness of the movement and symbolically acts as a mechanism of communication in shaping its political goals. By using social media to observe individualized collective actions of wearing Tibetan clothing, the paper demonstrates how activists frame and create new political opportunity structures for civic participation in a one party state that controls all speech and movement.     

The ‘proper’ way to spread ideas through social media: exploring the affordances and constraints of different social media platforms as perceived by Italian activists

Social media have become a relevant arena for different forms of civic engagement and activism. This article focuses on the affordances and constraints of different social media platforms as they are perceived by Italian activists. Instead of focusing on single protest movements, or on single platforms, we adopt a media ecological approach and consider a variety of environments where people can choose to express protest‐related content. Our main goal is to explore whether, and how, the affordances and constraints of different social media platforms are perceived by users, and how such perceived differences are integrated in everyday social media activities. To this end, we combined in‐depth interviews with an adapted version of the cognitive walkthrough and thinking aloud techniques. Respondents reported that they act on social media platforms according to specific representations of what each platform ‘is’, and how it works. Such perceptions affect users’ protest‐related social media practices. Although they perceive major social media platforms filtering strategies and are aware, to different extents, of their commodified nature, they report continuing to use them for activism‐related communication, often adopting an instrumental approach.     

The NGOization of LGBT activism: ILGA-Europe and the Treaty of Amsterdam

This article discusses the Europeanization of social movement organizations using the case of ILGA-Europe, the umbrella of lesbian, gay, bisexual, and transgender organizations in Europe. It examines the impact of Article 13 of the Treaty of Amsterdam, which bans discrimination on the grounds of sexual orientation, and focuses on three entrenched dynamics ILGA-Europe has rapidly undergone: NGOization, institutionalization, and professionalization. It argues that although we should be aware of the role of the European political opportunity structure in shaping civil society organizations, we cannot overlook internal organizational dynamics and movement identities. Following the literature on the Europeanization of social movements, this piece confirms institutional opportunities and interactions with European institutions are a major cause of transformation: The adoption of Article 13 and the development of a European equal opportunity policy constitute a pivotal moment in ILGA-Europe’s history, endowing it with easier access to EU institutions and core funding. This allowed the organization to NGOize, contributed to a transformation of its internal structures, and led to the appointment of highly skilled professionals. However, this article also insists on the importance of movement identity. These transformations are not solely the result of interactions with the European institutional environment, but had been prepared by long-term orientations within ILGA, that is a preference for reformist claims and institutional strategies. ILGA-Europe’s NGOization is thus not only a response to institutional and political changes, but also results from specific ways of imagining activism. It is the interaction between movement identity and arising institutional opportunities that allowed the organization to transform.     

The problem of intersectionality as an approach to digital activism: the Women’s March on Washington’s attempt to unite all women

ABSTRACT

This study examined the convergence of activism and intersectionality to understand how communicators create messages about social justice issues using social media. This is particularly relevant for public relations today, as digital activism almost ubiquitously involves bringing together conflicting publics who are active and social media-savvy, meanwhile maintaining an organizational brand/mission. Using the 2017 Women’s March on Washington (WMW) as an object of study, we explored how campaign messages reflected principles of intersectionality, consensus- and dissensus-based communication, and organizational self-reflection. We conducted a thematic analysis of posts from the WMW’s social media accounts as well as media quotes by the organizational leaders to get at the leaders’ intentions in their message design. Data suggested that messages of inclusivity as well as of necessary discord were employed to enact political change for WMW’s publics. We argue that although the WMW was not wholly intersectional, particularly in determining its political agenda, the efforts toward intersectionality are notable for theory-building and reflective practice, particularly for social mediated campaigns. The study proposes a theory for digital intersectional communication to guide future research and advocacy work.     

Making Sense of Social Change: Observing Collective Action in Networked Cultures

This article presents an overview of rising trends in the study of networked interactions conveyed by social media technologies and the emergence of new meanings associated with social change. In recent years, a healthy amount of studies has focused on ICT uses within collective action, considering social media tools to have become crucial components of many transnational movements and social change projects. Crossing boundaries between social movements theories, political science, and communication studies, literature suggests that ‘online activism’ and increasingly networked interactions may have transformed the meanings and definitions associated with ‘collective action’ and ‘social change’. To make sense of these meanings, we identify three approaches used by scholars, which focus on (i) the actual networking of actors, (ii) the diffusion of new repertoires and frames through networks, and (iii) making sense of new meanings conveyed within networked cultures. We conclude by suggesting the need for more comprehensive research to better observe and make sense of how's actors define collective action and how they use social media tools when striving to convey social change.     

Disability activisms: social model stalwarts and biological citizens

The Disabled People’s Movement (DPM) in the UK rejects the view that disability is an illness. For the DPM it is the social processes of discrimination and oppression that create the material circumstances out of which solidarity and politicisation arise. The DPM has also been shy about impairment, arguing that it is generally irrelevant to the issue of disability and that a clear distinction between impairment and disability is necessary if disability is to be understood as a basis for identity politics. The biological citizens that support embodied health movements use impairment, genetic status, biomedical diagnosis and classification as calling cards that signal their claims to identity. Whilst the DPM has challenged medical hegemony and scientific ideas, many ‘biosocial’ groups embrace the specialised medical and scientific knowledge associated with their ‘condition’, particularly where it might be used to enhance their claims to citizenship. This paper argues that disability activism in the UK is bifurcating. It addresses the difference in perspective and action between the ‘social model stalwarts’ of the DPM and biological citizens that organise politically around particular diagnostic labels.     

Twitter activism and youth in South Africa: the case of #RhodesMustFall

This article uses the South African student-led campaign known as Rhodes Must Fall, commonly referred to simply as #RMF, to explore youth activism and counter-memory via social networking site Twitter. The RMF campaign took place at the University of Cape Town and comprised student-led protests, which campaigned to remove the statue of British colonialist Cecil John Rhodes, as activists argued that it promoted institutionalized racism and promoted a culture of exclusion particularly for black students. Through a qualitative content analysis of tweets and a network analysis using NodeXL, this article argues that despite the digital divide in South Africa, and limited access to the internet by the majority of citizens, Twitter was central to youth participation during the RMF campaign, reflecting the politics and practices of counter-memory but also setting mainstream news agendas and shaping the public debate. The article further argues that the #RMF campaign can be seen a collective project of resistance to normative memory production. The analysis demonstrates how social media discussions should not be viewed as detached from more traditional media platforms, particularly, as in this case, they can set mainstream news agendas. Moreover, the article argues that youth are increasingly using social networking sites to develop a new biography of citizenship which is characterized by more individualized forms of activism. In the present case, Twitter affords youth an opportunity to participate in political discussions, as well as discussions of broader socio-political issues of relevance in contemporary South African society, reflecting a form of subactivism.     

Place,space, networks,and the sustainability of collective action: the Madres de Plaza de Mayo

This article provides a framework for analysing social movements and explaining how collective action can be sustained through networks. Drawing on current relational views of place and space, I offer a spatialized conception of social networks that critically synthesizes network theory, research on social movements, and the literature on the spatial dimensions of collective action. I examine the historic and contemporary network geographies of a group of human rights activists in Argentina (the Madres de Plaza de Mayo) and explain the duration of their activism over a period of more than two decades with regard to the concept of geographic flexibility. To be specific, first I show how, through the practice of place‐based collective rituals, activists have maintained network cohesion and social proximity despite physical distance. Second, I examine how the construction of strategic networks that have operated at a variety of spatial scales has allowed the Madres to access resources that are important for sustaining mobilization strategies. Finally, I discuss how the symbolic depiction of places has been used as a tool to build and sustain network connections among different groups. I conclude by arguing that these three dimensions of the Madres’ activism account for their successful development of geographically flexible networks, and that the concept of geographic flexibility provides a useful template for studies of the duration and continuity of collective action.     

Early activism and work arrangements of young feminists in Mexico City

The study investigates the relationship between the activism and later work life of young Mexican feminist activists in the context of social movements’ institutionalization and the precarious employment situation. Using the biographical narratives of fifteen feminists in Mexico City who were core activists during the period of high mobilization of the abortion rights movement from 2007 to 2009, this study aims to answer two questions: How does activism impact contemporary activists’ work life in an era of professionalized and institutionalized social movements? And how do their feminist identities and practices differ according to the workplace? The results reveal that (1) young feminists joined women's movement institutions through their activism, although those employment opportunities were unstable, and (2) they used reflexive strategies to manage their feminist identities amidst the uncertainty and to reconcile their work life conditions and their feminist activist identities.     

Everyday politics,social practices and movement networks: daily life in Barcelona's social centres

The relations between everyday life and political participation are of interest for much contemporary social science. Yet studies of social movement protest still pay disproportionate attention to moments of mobilization, and to movements with clear organizational boundaries, tactics and goals. Exceptions have explored collective identity, ‘free spaces’ and prefigurative politics, but such processes are framed as important only in accounting for movements in abeyance, or in explaining movement persistence. This article focuses on the social practices taking place in and around social movement spaces, showing that political meanings, knowledge and alternative forms of social organization are continually being developed and cultivated. Social centres in Barcelona, Spain, autonomous political spaces hosting cultural and educational events, protest campaigns and alternative living arrangements, are used as empirical case studies. Daily practices of food provisioning, distributing space and dividing labour are politicized and politicizing as they unfold and develop over time and through diverse networks around social centres. Following Melucci, such latent processes set the conditions for social movements and mobilization to occur. However, they not only underpin mobilization, but are themselves politically expressive and prefigurative, with multiple layers of latency and visibility identifiable in performances of practices. The variety of political forms – adversarial, expressive, theoretical, and routinized everyday practices, allow diverse identities, materialities and meanings to overlap in movement spaces, and help explain networks of mutual support between loosely knit networks of activists and non‐activists. An approach which focuses on practices and networks rather than mobilization and collective actors, it is argued, helps show how everyday life and political protest are mutually constitutive.     

Repression,resistance and lifestyle: charting (dis)connection and activism in times of accelerated capitalism

ABSTRACT

Studying the nexus of media and social movements is a growing subfield in both media and social movement studies. Although there is an increasing number of studies that criticize the overemphasis of the importance of media technologies for social movements, questions of non-use, technology push-back and media refusal as explicit political practice have received comparatively little attention. The article charts a typology of digital disconnection as political practice and site of struggle bringing emerging literatures on disconnection, i.e. forms of media technology non-use to the field of social movement studies and studies of civic engagement. Based on a theoretical matrix combining questions of power, collectivity and temporality, we distinguish between digital disconnection as repression, digital disconnection as resistance and digital disconnection as performance and life-style politics. The article discusses the three types of digital disconnection using current examples of protest and social movements that engage with practices of disconnection.

Abbreviations: AFA: Anti-Fascist Action; CHRI: Center for Human Rights in Iran; DDoS: Distributed Denial of Service