What is the effect of social media on individuals’ levels of activism? (original) (raw)

2021, MSc in Sociology - Thesis

Thesis submitted in partial fulfilment of the requirements for the Degree of Master of Science in Sociology at the University of Oxford. Prominent literature on the side effects of social networking sites (SNSs) finds online social platforms to be associated with selfish behaviours and sees those as one of the major contemporary distractions which lure us away from real-life issues (Alloway et. al, 2014; Twenge & Campbell, 2007; Burkley et al., 2018: p.7). Therefore, we would expect that the devotion and coordination skills needed to organise a movement would be scarce among social media users. Nonetheless, academic works on diffusion and social identity theories, unveil social media usage to boost existing protest movements, favouring alterations to society’s status quo (Vasi & Suh, 2016). This sociological puzzle is at the core of this research, which takes a more defensive, rather than a critical approach to the study of digital media by assessing the ways in which SNSs might enhance activism levels among its users, arguably, spreading other-regarding attitudes in demand for changes toward a perceived greater good. The paper’s guiding thesis maintains SNSs activity to be positively related to individuals’ levels of activism. This argument is tested through OLS and logistic regression models on data collected via an online survey distributed on Facebook student- led Italian universities groups. Results show individuals who are affectionate social media users to be more likely incentivised to take part in social movements, both in the case of online and in- person participation. Furthermore, users’ emotional attachment to social media and sense of belonging to the online community turned out to significantly affect individuals’ efforts as activists, more than temporal and other analytic measures related to SNSs’ use. Ultimately, findings from this quantitative research, strengthen theoretical frameworks which emphasise collective identity to explain SNSs’ role in episodes of transgressive contention. Looking specifically at the case of contemporary Italy between 2018 and 2020, from nationally-born social movements, like the Sardines, to worldwide diffused demonstrations, such as Fridays for Future, this study assesses the effects of social media on individuals’ efforts to intervene in societal reforms, in order to determine whether digital networks bring about or impede social change. Grade: 69