“WE WON’T BE DIVIDED, WE STAND UNITED!” MOVEMENTS’ PROTEST CLAIMS ON SOCIAL MEDIA

For social movement organizations to create impact, broadcasting the dWUNCness (diversity, worthiness, unity, numbers, and commitment) of protest is crucial. Public representations of dWUNC are inherent to social movements’ existence and increase the legitimacy of their acts. However, to what extent do social movement organizations claim dWUNC? Which dWUNC elements do they focus on? And, which protest and social movement features explain their dWUNC claims? In this study, I analyze Twitter and Facebook messages (N = 2,849) of social movement organizations (N = 186) about street protests (N = 232) staged in Brussels (Belgium). Descriptives show that in 67.7% (N =1,929) of their online protest messages, social movements speak in terms of dWUNC. Unity was frequently claimed, and dWUNC was communicated differently across social media platforms. Explanatory analyses show that social movements display dWUNC in and outside the boundaries of protest reality. Findings reveal the outcome of movements’ protest communication strategy in today's digital media landscape.