Social media is a powerful medium to organize and mobilize social movements. In this study, we concentrate on the content of messages sent through social media during a particular social movement. Specifically, we focus on Twitter messages related to the Women’s March. Accordingly, we conduct a qualitative analysis of the content of the tweets posted during the marches held in January 2017 and January 2018. Through our analysis, we identify the different types of messages associated with the movement. These messages are classified through a set of categories and sub-categories. We found that most of the messages are used to motivate and mobilize individuals. Our research contributes to social movement and social media literature and enhances the understanding of how social media is used to motivate and mobilize people. The findings could also help social movement organizers in learning different ways in which social media can help them to frame their messages beyond motivation and mobilization.
Silva, Leiser and Syed, Romilla, (2019). "SOCIAL MEDIA AND SOCIAL MOVEMENTS: A CASE OF WOMEN’S MARCH". In Proceedings of the 27th European Conference on Information Systems (ECIS), Stockholm & Uppsala, Sweden, June 8-14, 2019. ISBN 978-1-7336325-0-8 Research Papers.