Weaponizing the haters: The Last Jedi and the strategic politicization of pop culture through social media manipulation

Abstract

Political discourse on social media is seen by many as polarized, vitriolic and permeated by falsehoods and misinformation. Political operators have exploited all of these aspects of the discourse for strategic purposes, most famously during the Russian social media influence campaign during the 2016 presidential election in the United States and current, similar efforts targeting the U.S. elections in 2018 and 2020. The results of the social media study presented in this paper presents evidence that political influence through manipulation of social media discussions is no longer exclusive to political debate but can now also be found in pop culture. Specifically, this study examines a collection of tweets relating to a much-publicized fan dispute over the Star Wars franchise film Episode VII: The Last Jedi. This study finds evidence of deliberate, organized political influence measures disguised as fan arguments. The likely objective of these measures is increasing media coverage of the fandom conflict, thereby adding to and further propagating a narrative of widespread discord and dysfunction in American society. Persuading voters of this narrative remains a strategic goal for the U.S. alt-right movement, as well as the Russian Federation. The results of this study show that among those who address The Last Jedi director Rian Johnson directly on Twitter to express their dissatisfaction, more than half are bots, trolls/sock puppets or political activists using the debate to propagate political messages supporting extreme right-wing causes and the discrimination of gender, race or sexuality. A number of these users appear to be Russian trolls. The paper concludes that while it is only a minority of Twitter accounts that tweet negatively about The Last Jedi, organized attempts at politicizing the pop culture discourse on social media for strategic purposes are significant enough that users should be made aware of these measures, so they can act accordingly.