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How Diverse Users and Activities Trigger Connective Action via Social Media: Lessons from the Twitter Hashtag Campaign #ILookLikeAnEngineer (1804.09226v1)

Published 24 Apr 2018 in cs.SI

Abstract: We present a study that examines how a social media activism campaign aimed at improving gender diversity within engineering gained and maintained momentum in its early period. We examined over 50,000 Tweets posted over the first ~75 days of the #ILookLikeAnEngineer campaign and found that diverse participation - of types of users - increased activity at crucial moments. We categorize these triggers into four types: 1) Event-Driven: Alignment of the campaign with offline events related to the issue (Diversity SFO, Disrupt, etc.); 2) Media-Driven: News coverage of the events in the media (TechCrunch, CNN, BBC, etc.); 3) Industry-Driven: Web participation in the campaign by large organizations (Microsoft, Tesla, GE, Cisco, etc.); and 4) Personality-Driven: Alignment of the events with popular and/or known personalities (e.g. Isis Anchalee; Michelle Sun; Ada Lovelace.) This study illustrates how one mechanism - triggering - supports connective action in social media campaign.

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Authors (5)
  1. Aditya Johri (16 papers)
  2. Habib Karbasian (3 papers)
  3. Aqdas Malik (4 papers)
  4. Rajat Handa (3 papers)
  5. Hemant Purohit (30 papers)
Citations (22)

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