Power to the Tweeple? The role of social media in the bridging and setting of boundaries in collective action

Abstract

Social media is increasingly used for social protest, but does online participation advance the aims of social movements, or does it undermine efforts for social change? We explore this question in the present thesis by examining how the use of social media for collective action shapes, and is shaped by, the social psychological concerns of technology users. Adopting a diverse approach in terms of research questions and methodology, we examine how collective action is affected by: (1) features of the digital environment, (2) internet-enabled modes of participation, and (3) digitally-facilitated communities. Our findings demonstrate that group-level representations of the self and salient others are integral to the relationship between digital technology and collective action. Ultimately, we argue that digital technology can act as both a psychological bridge and barrier between disparate groups and issues; in this way it can both facilitate and undermine mobilisation efforts and broader aims for social change.