Gutenberg Open Science: The limits of social media mobilization : how protest movements adapt to social media logic

Please use this identifier to cite or link to this item: http://doi.org/10.25358/openscience-9537

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DC Field	Value	Language
dc.contributor.author	Schaaf, Marlene	-
dc.contributor.author	Quiring, Oliver	-
dc.date.accessioned	2023-09-11T07:28:59Z	-
dc.date.available	2023-09-11T07:28:59Z	-
dc.date.issued	2023	-
dc.identifier.uri	https://openscience.ub.uni-mainz.de/handle/20.500.12030/9555	-
dc.description.abstract	The emergence of social networking sites offers protest movements new ways to mobilize for action and draw attention to their issues. However, relying on social media also creates challenges, as social media follow their own principles. If protest movements want to be visible in news feeds, they have to adapt to so‐called social media logic, as originally postulated in mediatization research. The principles of social media have been conceptualized. However, there is a lack of empirical research on how political actors perceive and orient to this logic, how they learn about it, and the consequences for mobilization (i.e., communicating protest issues as well as taking protest action). As protest movements are an integral part of modern democracies, use social media somewhat intensively, and usually build on a fluid network structure that allows us to examine adaptation processes in greater detail, they are particularly suitable for addressing these questions. Semi‐structured interviews with activists organizing protest actions or managing social media accounts from 29 movement organizations in Germany (N = 33) revealed that protest movements have internalized social media logic and paid attention to not only the design but also the timing of posts to suit algorithms. The protest organizations generally built on their experience with social media. The degree to which they followed these principles was based on available resources. Limits of this adaptation arose, for example, if sensitive or negative content rarely produced likes or, increasingly, personalization evoked a presumed hierarchy within the movements.	en_GB
dc.language.iso	eng	de
dc.rights	CC BY	*
dc.rights.uri	https://creativecommons.org/licenses/by/4.0/	*
dc.subject.ddc	070 Nachrichtenmedien	de_DE
dc.subject.ddc	070 News media	en_GB
dc.subject.ddc	300 Sozialwissenschaften	de_DE
dc.subject.ddc	300 Social sciences	en_GB
dc.title	The limits of social media mobilization : how protest movements adapt to social media logic	en_GB
dc.type	Zeitschriftenaufsatz	de
dc.identifier.doi	http://doi.org/10.25358/openscience-9537	-
jgu.type.contenttype	Scientific article	de
jgu.type.dinitype	article	en_GB
jgu.type.version	Published version	de
jgu.type.resource	Text	de
jgu.organisation.department	FB 02 Sozialwiss., Medien u. Sport	de
jgu.organisation.number	7910	-
jgu.organisation.name	Johannes Gutenberg-Universität Mainz	-
jgu.rights.accessrights	openAccess	-
jgu.journal.title	Media and Communication	de
jgu.journal.volume	11	de
jgu.journal.issue	3	de
jgu.pages.start	203	de
jgu.pages.end	213	de
jgu.publisher.year	2023	-
jgu.publisher.name	Cogitatio Press	de
jgu.publisher.place	Lisbon	de
jgu.publisher.issn	2183–2439	de
jgu.organisation.place	Mainz	-
jgu.subject.ddccode	070	de
jgu.subject.ddccode	300	de
jgu.publisher.doi	10.17645/mac.v11i3.6635	de
jgu.organisation.ror	https://ror.org/023b0x485	-
jgu.subject.dfg	Geistes- und Sozialwissenschaft	de
Appears in collections:	DFG-491381577-G

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