Social Media Utilization in Discourse Coalitions: The Opt-Out Movement in Ohio

Abstract

Background While journalists claim social media platforms like Facebook and Twitter have been central to the growth of the opt-out movement, there is a lack of empirical research that examines its use by participants. We address this gap by highlighting findings related to the usage of social media by opt-out participants in Ohio. Purpose This study examines how the ideologically diverse participants in the Ohio opt-out movement utilized social media to support their activism. Subjects 183 Ohioans who opted their child(ren) out during the 2014–15 academic year completed a survey about their reasons for opting out. Fifteen of the survey respondents were also interviewed. Research Design This mixed methods study uses both survey data and qualitative interviews as sources of evidence. Results The findings show participants utilized social media for networking, knowledge acquisition, knowledge mobilization, and support. Social media was a valuable tool for coordinating the efforts of participants. Conclusions This study demonstrates how social media supported the development of a discourse coalition by enabling connections among actors with diverse political and philosophical beliefs and extending valuable networking opportunities across district and state lines.