1 Introduction
Social movements are gaining popularity through social media as they reach many people who follow and advocate for them. The use of hashtags helps social movements to tag and categorize their posts, making them more accessible to other users. The case of the hashtag #BlackLivesMatter is a clear example of the impact of this tool. Thanks to this hashtag, millions of people worldwide expressed their outrage and support in response to the racist incidents that occurred in the United States after the acquittal of George Zimmerman for the shooting death of the African American teenager Trayvon Martin.
Sustainability and particularly environmental protection is becoming an increasingly prominent topic in social movements. In fact, the contemporary rise of environmentalism on the Internet in the mid-1990s was not a coincidence (Yang,
2005). The emergence of web-based environmental non-governmental organizations (ENGOs) and green virtual communities has sparked interest as case studies on how the Internet potentially ‘facilitates the creation of new institutions for social change’ (Yang,
2003). Among the movements advocating for planet protection, we highlight the Fridays for Future movement and its hashtag #fridaysforfuture, where individuals interact and raise awareness about global warming. This movement has gained significant traction, thanks in part to the young activist Greta Thunberg. Due to its significance as a social movement advocating for environmental protection and its exemplary use of technology, Internet, and social networks in activism, this research focuses on exploring and describing the use of the hashtag #fridaysforfuture on Twitter.
Previous studies on social movements using social media have focused on platforms such as Twitter, Instagram and Facebook, specifically those related to political issues or topics concerning environmental protection, or social causes (e.g., Herrmann et al.,
2023; Schürmann,
2023; Venkatesan et al.,
2021). Many of these studies focus on the analysis of interviews and/or surveys with activist to understand their attitudes and opinions about the movement or related topics (Cologna et al.,
2021; Mundt et al.,
2018). Other important group of studies focus on analyzing a sample of messages extracted from the official social media accounts of the social movement, activists, or other opinion leaders to study their communication strategy (Schürmann,
2023). Another research stream deals with social media posts identified by a hashtag or a group of hashtags to analyze message senders and observe connections among them (Mirbabaie et al.,
2021), or to develop a thematic analysis of these posts (Li et al.,
2021; Schürmann,
2023). However, few studies delve into the examination of the content and format of tweets and their associated comments, aiming to identify those that generate more reactions from users in the specific case of the Fridays for Future social movement, and more exactly during the lockdown produced by COVID-19. With the emergence of the COVID-19 pandemic in the beginning of 2020, organizers of Fridays for Future found themselves managing a crisis compelled to shift their physical events into the digital realm (Sorce & Dumitrica,
2023). Hence, exploring the nature of communication, its format, and user reactions in this scenario emerges as a compelling avenue for research.
Therefore, this work aims to fill the research gap created by the scarcity of studies focusing on analyzing the Fridays for Future social movement, and to be more precise during the lockdown produced by COVID-19. Particularly, this study addresses the need for greater understanding of the extent of usage and impact of hashtags on Twitter social network, specifically using the hashtag #fridaysforfuture. Consequently, the main objective of this research is to describe the usage of hashtags on Twitter to promote online social movements related to environmental protection addressing the following research questions:
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Research question nº 1a: What are the main topics or content types of tweets tagged with the hashtag #fridaysforfuture on Twitter?
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Research question nº 1b: In what formats tweets tagged with the hashtag #fridaysforfuture are published on Twitter?
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Research question nº 1c: Which tweet content type(s) and format(s) obtain more users reactions (second level, i.e., reactions related to main tweets)?
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Research question nº 2a: What are the main topics or content types of comments related to tweets tagged with the hashtag #fridaysforfuture on Twitter?
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Research question nº 2b: In what formats comments related to tweets tagged with the hashtag #fridaysforfuture are published on Twitter?
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Research question nº 4: Which comment content types(s) and format(s) obtain more responses (third level, i.e., responses to comments related to main tweets)?
To solve these questions this study analyses 647 tweets containing #fridaysforfuture and 503 comments of these tweets published on Twitter during the month of March 2020, that is, during the lockdown produced by COVD-19. Main results related to tweets revealed that most of them include contents related to interaction and dialogue with other users, and the most used format is textual, including other hashtags related to sustainability. With respect to the analysis of comments (to main tweets), the majority express support for the movement also in textual format. Tweets that generate more reactions are those that combine content about action, mobilization, digital strike, and COVID-19 in textual format, along with other hashtags related to sustainability/digital strike and images. Regarding the replies to the comments (of these tweets), only the video format generates a greater number of responses. These findings aim to provide a valuable reference for other non-profit causes and social movements by highlighting the most and least published content types and formats as well as those that generate more reactions in other users within an established movement such as Fridays for Future, encompassing both offline and online realms. Hence, the primary contribution of this proposed research is to advance the understanding of the usage of hashtags as a communication tool for social movements, specifically for the Fridays for Future movement and during a specific period (lockdown produced by COVID-19). It explores how, through the hashtag, a singular message can transcend international borders, even when languages differ, and when social contact is restricted. This research sheds light on how the hashtag plays a crucial role in amplifying an environmentally focused social movement on Twitter.
2 Literature review
2.1 Fridays for future social movement
The Fridays for Future movement begin in August 2018 when a 15-year-old girl, Greta Thunberg, and other young activists initiate a school strike, advocating for the climate cause. For three weeks, these young individuals sit in front of the Swedish parliament demanding urgent action on the climate crisis. This movement gradually reaches more people who join Greta in this fight. Since this Greta Thunberg’s first protest in 2018, Fridays for Future (hereafter FFF) has become transnationally recognized for its iconic climate activism (Sorce & Dumitrica,
2023). Greta’s actions trigger an international awakening, leading fellow students and activists worldwide to protest in front of their respective local parliaments and city halls.
On September 8, 2018, Greta decided to continue the strike every Friday until Swedish policies provided a safe path below 2 °C, in line with the Paris Agreement. This agreement is the first universal and legally binding accord on climate change adopted at the Paris Climate Conference (COP21) in December 2015. The Paris Agreement establishes a global framework to prevent dangerous climate change by keeping global warming well below 2 °C and striving to limit it to 1.5 °C. The agreement also aims to enhance the climate change resilience of countries and support their efforts. It serves as a bridge between current policies and the climate neutrality that must be achieved by the end of the century.
Therefore, the main objective of this movement is to exert moral pressure on policymakers, compelling them to heed scientists and take energy measures that limit global warming. This is a movement independent of commercial interests and political parties, transcending borders. What motivates Fridays for Future activists is caring for the planet and others, with the hope that humanity can change, thereby avoiding worse climate disasters and building a better future. As defined on the official page of this movement, Fridays for Future “is part of a hopeful new wave of change”. Their demands are summarized in the Declaration of Lausanne, developed in August 2019 by 400 climate activists from 38 countries, and include: (1) keep the global temperature rise below 1.5 °C compared to pre-industrial levels, (2) ensure climate justice and equity, and (3) listen to the best united science currently available.
Some of the actions carried out by Fridays for Future movement include, for example “Talks For Future” (webinars guided by activists), “Stop Subsidizing Fossil Fuels” (campaign to promote new policies in financial institutions resulting in a faster phase-out of coal, gas, and oil), “EU Citizens’ Action on Climate Emergency” (a citizen initiative collecting signatures to compel the European Commission to take a stance and the EU Parliament to hold a public hearing on the issue), FFF Online Trainings (virtual training sessions to spread the movement in different areas, recruit, and organize volunteers), among others. To disseminate all its activities, the movement makes use of a specific hashtag on social media. Hashtags are a mean that social media has found to gather everything said about a specific topic along a social media platform. In this case, hashtag related to this social movement is #fridaysforfuture. There is limited knowledge regarding this movement, Fridays for Future, and its relationship with social media, specifically Twitter. This research aims to fill this research gap.
2.2 Activism of social movements through social media and hashtags usage
Social movements are social groups engaging in sustained collective actions, sharing a common purpose, and challenging the interests and beliefs of those in power (Tarrow,
2005). In line with this definition, Harlow (
2012) defines activism as “the action of a group of like-minded individuals coming together to change the status quo by advocating for a cause, whether local or global”. Internet and social media, along with other traditional media used to promote social movements, enables transnational action that is cost-effective and not constrained by time, space, or distance (Juris,
2005).
Online social media, especially Twitter, have been regarded as platforms for protest and a vehicle to give voice to people and provide support for action on the streets (Smith et al.,
2019). Particularly Twitter is considered as a medium to facilitate discussion, political engagement, and knowledgeability (Lynn et al.,
2020) as well as giving non-traditional actors a voice in socio-political debates. Specifically, hashtags, which originated on Twitter, have emerged as a prominent online communication tool for several social movements, addressing a wide range of topics and fields. They play a pivotal role in contemporary social movements, facilitating communication and self-expression across social media platforms. Hashtags empower advocacy of support, participation in protests, and engagement in discussions surrounding various social issues (Natalia et al.,
2023).
Previous research about online activism using hashtags, or hashtags activism, is mainly focused on Instagram and Facebook, as well as on Twitter (e.g., Herrmann et al.,
2023; Schürmann,
2023; Venkatesan et al.,
2021). In particular, they analyze online activism related to political issues (Isa & Himelboim,
2018; Lynn et al.,
2020; Venkatesan et al.,
2021), environmental protection (Sorce & Dumitrica,
2023), or social causes such as feminism (Kaufman et al.,
2021) or racism (Yang,
2016) using different hashtags as a way to identify posts and collect them. The majority of this research is centered in analyzing message senders and observe connections among them (Isa & Himelboim,
2018; Mirbabaie et al.,
2021; Oliveira et al.,
2023). The main goal of these network analyses is to understand patterns of interactions around hashtags and therefore action-participation within the social movement (i.e., mainly if they present and organized or a disorganized pattern of interactions); who initiate conversations, who moderates conversations or who are the most visible faces are other interesting outputs of these network analyses.
Other group of research about hashtag activism develops thematic analysis or topic modelling of the tweets identified by a specific hashtag or group of hashtags (Li et al.,
2021; Schürmann,
2023). Social media, and specially Twitter, are considered important sources of data for analyzing discourses on a specific topic, such as environmental protection and/or climate change (Fernández-Zubieta et al.,
2023). This line of research is of particular interest because it helps identify the most popular topics, what the audience is most interested in, and the strategies and actions that generate the most mobilization (Haßler et al.,
2023). However, despite many studies focusing on analyzing the content of tweets including a social movement hashtag, few also delve into the examination of their format, the comments and other reactions they generate, and specifically for the Fridays for Future movement and during a specific period (lockdown produced by COVID-19), which is the main goal of the proposed research.
4 Conclusions and discussion
Online social media, especially hashtags, which originated on Twitter, have emerged as a prominent online communication tool for several social movements, facilitating communication and self-expression across social media platforms. Hashtags helps social movements to tag and categorize their posts, making them more accessible to other users, empowering participation in protests, and engagement in discussions surrounding social issues (Natalia et al.,
2023). However, despite many studies focusing on analyzing the content of tweets including a social movement hashtag, few studies have focused on analysing the content of tweets including a social movement hashtag, through the examination of their format, the comments, and other reactions they generate, and specifically for the Fridays for Future movement and during a specific period (lockdown produced by COVID-19). The result offers important theoretical and practical contributions for the usage and impact of hashtags on Twitter social network, specifically using the hashtag #fridaysforfuture to promote online social movements related to environmental protection. These findings aim to provide a valuable reference for other non-profit causes and social movements. It explores how, through the hashtag, a singular message can transcend international borders, even when languages differ, and when social contact is restricted. This research sheds light on how the hashtag contribute to information disclosure and plays a crucial role in amplifying an environmentally focused social movement through online social media.
The results describe how to design a message by a famous social movement by identifying the most popular topics, what the audience is most interested in and the strategies and actions that generate the most mobilization, offering valuable insights to empower other social movements in shaping their effective social media strategies. They also highlight the importance of using hashtags to create vital communities related to social movements. In response to the research questions on tweets: “What are the main topics or types of content of tweets tagged with the hashtag #fridaysforfuture on Twitter?” and “In what formats are tweets tagged with the hashtag #fridaysforfuture posted on Twitter?”, we can point out that most tweets include content related to interaction and dialogue in textual format or other hashtags related to sustainability. In line with previous studies, the use of more active forms of interactive resources such as @mention or #hashtags are common when interaction and dialogue is to be encouraged through a tweet (Nelson,
2019). Regarding the research question “What type(s) of content(s) and tweet format(s) get more reactions from users (second level, i.e. reactions related to the main tweets)?”, it has been found that, the number of reactions in the form of likes, shares, and comments is higher for tweets that combine content related to action, mobilization, digital strikes and COVID-19. Likewise, the format combination that generates the most likes, shares, comments, and responses is textual information, together with other hashtags related to sustainability, digital strike and images. In this case, the type of format can be considered a way of reinforcing the content, disclosing textual information about the movement, or making calls for action or mobilization through hashtags related to the digital strike. These results make sense considering that Twitter is the best platform to facilitate dialogue, protest or encourage action and mobilization (Lynn et al.,
2020; Smith et al.,
2019) and that with the COVID-19 pandemic, all activities of the Friday of Future movement had to move online (Sorce & Dumitrica,
2023). In reference to the research questions on comments: “What are the main topics or types of content of comments related to tweets tagged with the hashtag #fridayforthefuture on Twitter?” and “In what formats comments related to tweets tagged with the hashtag #fridaysforfuture are published on Twitter?”, the majority express their support for the movement in textual format. As for “Which content type(s) and tweet format(s) get the most reactions from users (second level, i.e. reactions related to the main tweets)?”, in this case significant results were only found for the video format. The types of content or format of the comment do not seem to affect the response to the comment related to the main tweet.
The current study does have certain limitations that could be addressed in future research endeavors. One aspect involves the potential expansion of the sample size by including a greater number of tweets and other green/social movements. With respect to the external validity of the study, although Twitter is considered the most appropriate social network to promote a social movement, it would be advisable to analyze the role that other social media platforms play in this process. Another limitation pertains to the type of data utilized, specifically cross-sectional data. Unlike this type of data, longitudinal data enable the measurement of changes over time. Furthermore, while intercoder reliability was high, refinement of coding could be achieved through the utilization of artificial intelligence tools for automatic coding. This limitation was addressed in the current study by employing multiple independent judges to ensure intercoder reliability.
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