Beyond Clicktivism: What Makes Digitally Native Activism Effective? An Exploration of the Sleeping Giants Movement

摘要

This article explores how successful digitally native activism generates social change. Digitally native movements are initiated, organized, and coordinated online without any physical presence or pre-existing offline campaign. To do so, we explore the revelatory case of Sleeping Giants (SG)—an online movement that led more than 4,000 organizations to withdraw their programmatic advertising spend from Breitbart, a far-right publisher. Analyzing 3.5 million tweets related to the movement along with qualitative secondary data, we used a mixed method approach to investigate the conditions that favored SG emergence, the organizing and coordinating practices of the movement, and the strategic framing practices involved in the tuning of the movement’s language and rhetoric toward its targets. Overall, we contribute to research on online movements and shed light on the pivotal role of peer production work and of language in leading an impactful online movement that aimed to counter online disinformation and hate speech.