Confronting controversial content: Examining online narratives and frames in #CancelSpotify and #NetflixWalkout

IF 4.1 3区 管理学 Q2 BUSINESS
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Abstract

In 2021, Netflix and Spotify became the center of debate over controversial content. As a form of protest, Twitter (X) users engaged in hashtag activism using #NetflixWalkout and #CancelSpotify. Hashtag activism provides online activists and organizers a mechanism to produce and disseminate (counter)narratives quickly. In both cases, users employed the hashtags to support the streaming services’ stances or pressure them to alter their activities. While previous studies have examined the use of hashtag activism in constructing narratives, particularly in larger social movements, much of this extant work focuses on one narrative, even though divergent and conflicting narratives emerge in these situations. To better understand how participants cultivate online discourse surrounding corporate connections to social issues, we analyze the primary competing narratives and supporting frames that emerged in #CancelSpotify and #NetflixWalkout. While the intended narrative reflected the organizers’ intentions, a counter narrative that challenged these intentions also emerged. Critically, the intended narrative was the primary driver of content and social media user engagement, suggesting that although hashtag activism has limitations and challenges, it also provides an avenue through which individuals can foster a narrative and reach audiences. In addition, findings revealed that individuals contributing to the intended narrative were more apt to provide mobilizing information than those participating in the counter narrative. However, mobilizing frames still featured less frequently than commentary-driven frames.

面对有争议的内容:审查 #CancelSpotify 和 #NetflixWalkout 中的网络叙事和框架
2021 年,Netflix 和 Spotify 因争议内容而成为争论的焦点。作为一种抗议形式,Twitter (X) 用户使用 #NetflixWalkout 和 #CancelSpotify 发起了标签行动主义。标签行动主义为在线活动家和组织者提供了一种快速制作和传播(反)叙事的机制。在这两个案例中,用户都使用了标签来支持流媒体服务的立场或迫使它们改变活动。虽然以往的研究已经考察了使用标签行动主义构建叙事的情况,尤其是在大型社会运动中,但这些研究大多集中在一种叙事上,尽管在这些情况下会出现不同的、相互冲突的叙事。为了更好地理解参与者是如何围绕企业与社会问题的联系展开网络讨论的,我们分析了 #CancelSpotify 和 #NetflixWalkout 中出现的主要竞争性叙事和支持性框架。虽然预期叙事反映了组织者的意图,但也出现了挑战这些意图的反叙事。重要的是,预期叙事是内容和社交媒体用户参与的主要驱动力,这表明尽管标签行动主义有其局限性和挑战,但它也提供了一种途径,个人可以通过这种途径促进叙事并接触受众。此外,调查结果显示,与参与反叙事的人相比,为预期叙事做出贡献的人更倾向于提供动员信息。然而,动员型框架的出现频率仍然低于评论驱动型框架。
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来源期刊
CiteScore
8.00
自引率
19.00%
发文量
90
期刊介绍: The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.
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