In the beginning of 2021, the stock of strained and heavily shorted company GameStop rose by almost 2,000 percent. The meteoric rise was caused after users of the subreddit r/wallstreetbets mobilized to buy up stock of the business, hoping that short- sellers would be forced to close their positions, leading to further upside. The purpose of this study is to describe the culture of the subreddit, using Stuart Hall’s (1997) theory of representation to explain how users create meaning. Furthermore, we attempt to explain how the digital nature of the movement affected its structure and organisation, for which Bennett and Segerbergs (2012) framework The logic of connective action is applied. The study used a netnographic approach for data-collection, which was later analyzed using qualitative text- analysis and semiotic-image- analysis. In total, 50 different posts were analyzed which included both texts and memes. Our results indicate that the movement is characterized by the lack of hierarchy and a substantial amount of user- generated content. Narratives and motives have been naturally constructed collectively through the interaction of users rather than enforced by a central authority. A unique feature of the movement is its exclusively digital presence, allowing for fluid participation and individualized framing. The premises and boundaries of activism change as activism becomes more dependent on the digital world. This study offers insight into how digital movements can be constructed and how the digital fundamentally changes the preconditions of activism and mobilization.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-448171 |
| Date | January 2021 |
| Creators | Ebeid, Daniel, Hellgren, Ida |
| Publisher | Uppsala universitet, Institutionen för informatik och media |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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