How Diverse Users and Activities Trigger Connective Action via Social Media: Lessons from the Twitter Hashtag Campaign #ILookLikeAnEngineer

Johri, Aditya
Karbasian, Habib
Malik, Aqdas
Handa, Rajat
Purohit, Hemant
Journal Title
Journal ISSN
Volume Title
We present a study that examines how a social media activism campaign aimed at improving gender diversity within engineering gained and maintained momentum in its early period. We examined over 50,000 Tweets posted over the first ~75 days of the #ILookLikeAnEngineer campaign and found that diverse participation - of types of users - increased activity at crucial moments. We categorize these triggers into four types: 1) Event-Driven: Alignment of the campaign with offline events related to the issue (Diversity SFO, Disrupt, etc.); 2) Media-Driven: News coverage of the events in the media (TechCrunch, CNN, BBC, etc.); 3) Industry-Driven: Web participation in the campaign by large organizations (Microsoft, Tesla, GE, Cisco, etc.); and 4) Personality-Driven: Alignment of the events with popular and/or known personalities (e.g. Isis Anchalee; Michelle Sun; Ada Lovelace.) This study illustrates how one mechanism - triggering - supports connective action in social media campaign.
Social Movements and Social Technologies, Social media, hashtag activism, gender diversity, social movement, connective action
Access Rights
Email if you need this content in ADA-compliant format.