Legitimacy, Networked Publics, and the Organizing of Advocacy Movement on Social Media

• In Event: So Far, So Good, Part 1: Organizational Communication Research Escalator

Abstract

Guided by network theories and collective action theories, this study examines how social media can be leveraged to achieve legitimacy for networked advocacy movement and facilitate mutual engagement of different social forces. Two network mechanisms are tested in this study. The first mechanism is homophily, which hypothesizes that information flow will be more likely to cluster around countries and regions. Users with similar traits will be also more likely to engage in conversation. The second mechanism is preferential attachment, which hypothesizes that some influential corporate, NGO, and public figure accounts will be more likely to become information hubs for advocacy networks. The hypotheses will be tested by analyzing Twitter data from an online advocacy campaign known as “Free Bassel”. SIENA will be used to estimate factors associated with tie formation and dissolution. The implications will draw on the role of inter-organization networks in obtaining legitimacy and engaging with stakeholders.

Authors

• Rong Wang, U of Southern California - Annenberg School for Communication

• Kar-Hai Chu, University of Southern California