Open AccessInfluence of the pandemic lockdown on Fridays for Future’s hashtag activism
Author(s) -
Jörg Haßler,
Anna-Katharina Wurst,
Marc Jungblut,
Katharina Schlosser
Publication year - 2021
Publication title -
new media and society
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.501
H-Index - 109
eISSN - 1461-7315
pISSN - 1461-4448
DOI - 10.1177/14614448211026575
Subject(s) - social media , covid-19 , german , legitimacy , grievance , social media analytics , political science , media studies , computer science , sociology , history , world wide web , politics , medicine , disease , archaeology , pathology , infectious disease (medical specialty) , law
Social movement organizations (SMOs) increasingly rely on Twitter to create new and viral communication spaces alongside newsworthy protest events and communicate their grievance directly to the public. When the COVID-19 pandemic impeded street protests in spring 2020, SMOs had to adapt their strategies to online-only formats. We analyze the German-language Twitter communication of the climate movement Fridays for Future (FFF) before and during the lockdown to explain how SMOs adapted their strategy under online-only conditions. We collected (re-)tweets containing the hashtag #fridaysforfuture ( N = 46,881 tweets, N = 225,562 retweets) and analyzed Twitter activity, use of hashtags, and predominant topics. Results show that although the number of tweets was already steadily declining before, it sharply dropped during the lockdown. Moreover, the use of hashtags changed substantially and tweets focused increasingly on thematic discourses and debates around the legitimacy of FFF, while tweets about protests and calls for mobilization decreased.