Location
Hilton Waikoloa Village, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
7-1-2025 12:00 AM
End Date
10-1-2025 12:00 AM
Description
This study investigates the role of content modality and key agents in the collective action process during the 2022 Brazilian presidential election protests on Instagram. Employing a socio-technical approach, we analyze the emotional and moral dimensions of Instagram posts, comparing text and imagery. We hypothesize that content modalities play a crucial role in spreading and amplifying protest effects and key agents, identified through betweenness centrality, high engagement, and post frequency, significantly shaping the emotional landscape and mobilizing resources. Our findings demonstrate that text and images contribute differently to collective identity formation and mobilization, with the text responses being emotionally charged and exhibiting prominent emotions of rage and victimization. By understanding the influence of multimedia content and key agents on collective action, this study contributes to the growing body of literature on the role of multimedia-rich social media communication in shaping public opinion and driving social movements during pivotal societal events.
Recommended Citation
Bhattacharya, Sayantan; Agarwal, Nitin; and Poudel, Diwash, "The Amplifiers of Dissent: Examining Influence of Key Users and Content Modality on Collective Actions" (2025). Hawaii International Conference on System Sciences 2025 (HICSS-58). 4.
https://aisel.aisnet.org/hicss-58/sj/social_justice/4
The Amplifiers of Dissent: Examining Influence of Key Users and Content Modality on Collective Actions
Hilton Waikoloa Village, Hawaii
This study investigates the role of content modality and key agents in the collective action process during the 2022 Brazilian presidential election protests on Instagram. Employing a socio-technical approach, we analyze the emotional and moral dimensions of Instagram posts, comparing text and imagery. We hypothesize that content modalities play a crucial role in spreading and amplifying protest effects and key agents, identified through betweenness centrality, high engagement, and post frequency, significantly shaping the emotional landscape and mobilizing resources. Our findings demonstrate that text and images contribute differently to collective identity formation and mobilization, with the text responses being emotionally charged and exhibiting prominent emotions of rage and victimization. By understanding the influence of multimedia content and key agents on collective action, this study contributes to the growing body of literature on the role of multimedia-rich social media communication in shaping public opinion and driving social movements during pivotal societal events.
https://aisel.aisnet.org/hicss-58/sj/social_justice/4