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+ #Hashtag Engagement of College Students with Feminist Social Movements Online Katharine Sipio M.A. Emerging Media Studies Boston University June 18, 2015 + Research Question(s) 1. How do college students engage with hashtags on Twitter? Is
Katharine Sipio M.A. Emerging Media Studies Boston University June 18, 2015
n College students are more digitally active than any previous
n Hashtags help users contribute to discussions of existing
n Networked Feminism describes a new and emerging
n Users maintain collective power through the use of narratives,
n Mixed-methods n Survey n Social media n Hashtag use n Recognition of feminist hashtags n Ideas about feminism and gender equality n Content Analysis n Feminist hashtags #YesAllWomen and #HeForShe on Twitter n Overall sentiment of larger conversations about feminism
n March 2015 – Pretest n April 2015 – May 2015 n Combined study with other researchers n 235 surveys completed; 218 after data cleaning n Undergraduate students in an introductory communications course n Ages of 18-21; 61% freshmen n 82% female; 18% male
n Twitter
n 72% of respondents had Twitter accounts n Only 10% of respondents stated they used Twitter most often n Average of 1-300 followers n Frequency of use was less than one hour per day
n Hashtags
n Instagram (58% ) v. Twitter (35%) n Patterns of Usage: Humor/Irony and “I do not use hashtags.” n Twitter: Humor/Irony and Events/Trends
n Feminism Online
n 51% of respondents thought that feminists could effectively use
n 33% of respondents identified themselves as feminists
10 20 30 40 50 60 70 80 90 Humor/Irony Events/Trends I do not use hashtags Entertainment Social/Political Movements Emotional Expression/Commentary Brands/Products Self-promotion
Finding: Social/Political Movements did not surface as a top use of hashtags on Twitter in this sample
20 40 60 80 100 120 140 160 Recognized Not Recognized Used Not Used
20 40 60 80 100 120 Recognized Not Recognized Used Not Used #YesAllWomen #HeForShe
n Collection Timeframe: March – May 2015 n Raw data: 14, 537 tweets collected from public data collected
n 11,677 distinct users
n Dataset Analyzed: 4,000 random tweets n Exported to DiscoverText via Microsoft Excel (.csv)
n Coding
n Codes: Positive, Negative, Not relevant n 3 coders (80% intercoder reliability) n 1,000 tweets manually coded; 3,000 tweets machine coded
n Survey
n Findings not generalizable n Not a random sample n Self-reported Data
n Content Analysis
n Difficulty with capturing and analyzing sentiment n General codes used n Limited to 3 coders
n Twitter and its influence with younger audiences online via
n Recognition ≠ Use n 45% did not use hashtags for trending conversations on Twitter n 64% had not recently used a hashtag associated with a social
n Twitter and Instagram preferred SNSs to use hashtags
n 58% think that Twitter is the best SNS to promote social justice
n 51% think that feminists could use social media effectively to
n Education and open discussions n Survey responses: n “Social media can be used to effectively promote anything.
n “I appreciate positive campaigns such as Dove love your
n Expand the scope of the analysis beyond college students use
n Gender studies and hashtag use
n 52% thought women used social media more frequently n 42% indicated that both men and women have equal influence on
n 39% of respondents said that most of the time they could tell a
n 48% agreed, "I can learn a lot about a person's character and
n Analyze hashtag use + compare online and offline activity n Conduct a longer time analysis of additional feminist hashtags