A conceptual framework for analysing participatory communication within online social movements

Abstract

Contemporary activists increasingly engage in communication for social change through participation in online social movements. Acknowledging the value of participatory communication for social change in bringing about sustainable empowerment, this study argues for the application of participatory principles to the communication that occurs during online social movement mobilisations. The participatory approach to social change was conceptualised before social media existed as a space for engaging in communication for social change. The approach is traditionally applied in and conceptualised for a project-based setting. It is therefore not conceptually nor analytically entirely sufficient for understanding online communication for social change in the contemporary setting of online social movements. To gain points of departure for applying the principles of the participatory approach to communication in online social movements, this study explores how scholars have successfully applied assumptions from contemporary social movement theories to online social movement phenomena. These already contextualised contemporary social movement theories include resource mobilisation theory, political process perspective, new social movements theory, and framing theory. Following a comprehensive literature study of publications surrounding online social movements and social media, the application of contemporary social movement theories to the context of online social movements, and the relevant principles of the participatory approach to communication for social change, this study puts forward a new conceptual framework for analysing participatory communication for social change in online social movements. The newly conceptualised framework is based on valuable insights gained regarding the unique contextual occurrences of participation communication for social change in an online social movement setting. The synthesised framework reflects a more comprehensive understanding of the digital mobilisation processes that contemporary social movement theories value and the online communicative participation that the participatory approach assigns to sustainable empowerment toward social change. The application of this framework's assumptions to online social movement's communication for social change should lead to both successful movement mobilisation and long-term empowerment of an online social movement's members.