Platformed solidarity: Examining the performative politics of Twitter hashflags

Abstract

This paper conceptualises platformed solidarity, describing how platforms change their affordances to support particular social justice causes, sometimes temporarily, and often in response to current events. Such actions allow platforms to perform their support of different interests in response to issues such as racial and gender equality or pro-democratic aims, among other examples. In each case, a specific feature of the platform is modified to visibly promote support, altering how their users experience these spaces. In doing so, these interventions highlight how major platforms demonstrate their politics, raising questions about the differences between the politics that they publicly portray and policies they enact. This paper explores platformed solidarity through an extended examination of Twitter hashflags, typically temporary visuals attached to hashtags of particular commercial, social, and political interests and offering affective emphasis to selected content. While the bulk of hashflags are commercial products, created in partnership with brands to encourage engagement and promotion of a campaign or product, there have been a number of hashflags for major events and causes, from elections to selected social justice campaigns. We suggest that examples of platformed solidarity can elucidate what global platforms see as their role and influence in public communication. However, this raises important questions about what causes, events, and groups are deemed worthy of platformed solidarity? What values do they represent and how – if at all – are these supported by platforms’ policy decisions regarding the same issues? We suggest that, whether cynical or well-intentioned, these surface-level interventions do not always necessarily align with higher-order corporate priorities and decision-making. As such, we suggest that platformed solidarity is a corporate tactic that can have overlap with considerations of ‘woke capitalism’, where visible gestures towards causes and issues are made but underpinned by platforms’ missions to maintain high user numbers, grow engagement, and profit.