Social media and social movements: A critical analysis of audience's use of Facebook to advocate food activism offline.

摘要

As social media have become a ubiquitous part of our daily life, questions remained to be answered by scholars who study social movements and new communication technology. This dissertation explores the role and impact of Facebook as it pertains to the food movement in the United States. Applying three main theories derived from communication and sociology, this manuscript explores the usage of Facebook among ordinary citizens who take leadership roles to make a social difference at the policy level. Taking as a case study the Right to Know Rally, through a qualitative content analysis of all posts of the 42 Facebook pages of the Right to Know Rally, as well as interviews with selected participants of the event, this dissertation attempts to answer three main questions. First, through the lens of Habermas's concept of the public sphere this manuscript addresses whether Facebook reinforces or challenge the notion of the public sphere. Second, Castells's work of network analysis serves to understand how virtual relations affect a movement both online and offline. Third, applying leadership theories, this study explores how leadership is manifested on Facebook and who takes the lead both online and offline. Last chapter explores a question that has been at the center of many debates among scholars who are studying new communication technology. Does Facebook offer a bridge to civic engagement offline?;I argued that while Facebook poses problems for the privacy of an individual, its power lies in the functionality of reaching heterogeneous networks made out of individuals who might or might not being part of the Right to Know Rally movement. In lack of physical spaces to express freedom of speech, Facebook reinforces Habermas's notion of the public sphere, in which individuals from the comfort of their home can pitch in, taking at times leading roles. In this way new leaders emerge. These people do not have to possess a priori experience in social movements, but they do need to be active participants of the web and offline.;In terms of the impact of Facebook on online settings, while this study cannot generalize its finding, it was blatant during the analysis that the social medium has an effect on offline mobilization. More specifically, Facebook expands social networks outside the realm of the web, through the function of event planning. These event attracted bystanders who were encouraged to visit the web to find further information and take action.