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

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.