The aim of this thesis is to investigate how digital activism is conducted on Twitter, particularly in relation to the dialogues and demands for Europe’s green economic recovery plan from COVID-19. It seeks to analyse the communication made using #GreenRecovery on Twitter by various actors over the period of May to June 2020, guided by the theory of public sphere and social movement and literature on digital activism, hashtag activism, Corporate Social Responsibility (CSR) and Corporate Political Activity (CPA) using a qualitative and quantitative content analysis.By analysing the frequency patterns of tweets and by uncovering the different types of communication, this paper sheds light on the users involved as well as the issue frames and mobilisation strategies that were visible in the #GreenRecovery discourse . Results of this study demonstrate that #GreenRecovery is used by varying actors on Twitter such as individuals, social movements, businesses and others. Furthermore, the hashtag has been used to raise awareness, communicate particular information, mobilize action and also employ assertion as dominant digital spectator activity. Tweets with #GreenRecovery was primarily framed towards the need for a redesign of the economy, indicating demands for changes in policies by targeting accounts of political actors from the EU Commission. It is further implied that during the discourse, #GreenRecovery acted as a structural signifier as a response to the leaked proposal of the Recovery Plan demonstrating that it has the potential to create hashtag communities.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-36968 |
| Date | January 2020 |
| Creators | Schulze, Sheila, Mrukwa, Yvonne |
| Publisher | Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| 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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