Twitter and the Affordance: A Case Study of Participatory Roles in the #Marchforourlives Network

Abstract

The study empirically analyzed activism participants’ roles drawn from the lens of social media affordance and identified the activism opinion leaders based on the framework of network connectivity, message diffusion, and semantic relevancy through the case of the #Marchforourlives Twitter network, which has been rebranded as X. The study defines the #Marchforourlives Twitter network as a co-created activism network in collaboration with different degrees of contributors, such as the core advocates, the advocates, the supporters, and the amplifiers. The results showed that a very small number of tweets created by the core advocates played significant roles due to their extensive adoption by other participants, while many other original tweets were never mentioned or retweeted in the network. This study disclosed the extensive proportion of amplifiers as 95.13% among the examined participants. The study findings suggest that creating core agenda tweets with high amplifiability might be critical for successful hashtag activism to attract like-minded masses as networked protesters.