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https://doi.org/10.17645/mac.v11i3.6658
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Fridays for Future and Mondays for Memes: How Climate Crisis Memes Mobilize Social Media Users
[Zeitschriftenartikel]
Abstract Modern protest movements rely on digital activism on social media, which serves as a conduit for mobilization. In the social media landscape, internet memes have emerged as a popular practice of expressing political protest. Although it is known that social media facilitates mobilization, researcher... mehr
Modern protest movements rely on digital activism on social media, which serves as a conduit for mobilization. In the social media landscape, internet memes have emerged as a popular practice of expressing political protest. Although it is known that social media facilitates mobilization, researchers have neglected how distinct types of content affect mobilization. Moreover, research regarding users’ perspectives on mobilization through memes is lacking. To close these research gaps, this study investigates memes in the context of climate protest mobilization. Based on the four-step model of mobilization, a survey of users who create and share memes related to the Fridays for Future movement on social media (N = 325) revealed that the prosumption of climate crisis memes increases users’ issue involvement and strengthens their online networks. These factors serve as crucial mediators in the relationship between users’ prosumption of climate crisis memes and political participation. The results suggest that mobilization through memes is effective at raising awareness of political issues and strengthening online discussion networks, which means that it has strategic potential for protest movements. By looking at memes from the perspective of their creators and examining a specific type of social media content, this study contributes to the literature on digital mobilization.... weniger
Thesaurusschlagwörter
Klimawandel; Mobilisierung; politische Partizipation; Soziale Medien; Protestbewegung
Klassifikation
interaktive, elektronische Medien
politische Willensbildung, politische Soziologie, politische Kultur
Medieninhalte, Aussagenforschung
Freie Schlagwörter
Fridays for Future; activism; climate crisis; internet memes; prosumption
Sprache Dokument
Englisch
Publikationsjahr
2023
Seitenangabe
S. 226-237
Zeitschriftentitel
Media and Communication, 11 (2023) 3
Heftthema
Social Media's Role in Political and Societal Mobilization
ISSN
2183-2439
Status
Veröffentlichungsversion; begutachtet (peer reviewed)