Screenshots, Symbols, and Personal Thoughts: The Role of Instagram for Social Activism

Haq, Ehsan-Ul; Braud, Tristan; Yau, Yui-Pan; Lee, Lik-Hang; Keller, Franziska B.; Hui, Pan (April 2022). Screenshots, Symbols, and Personal Thoughts: The Role of Instagram for Social Activism. In: Proceedings of the ACM Web Conference 2022. 10.1145/3485447.3512268

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In this paper, we highlight the use of Instagram for social activism, taking 2019 Hong Kong protests as a case study. Instagram focuses on image content and provides users with few features to share or repost, limiting information propagation. Nevertheless, users who are politically active offline also share their activism on Instagram. We first evaluate the effect of protests on social media activity for protesters and non-protesters over two significant protests. Protesters’ exposure to protest-related posts is much higher than non-protesters, and their network activity follows the protest schedule. They are also much more active on posts related to the protest that they participate in than the other protest. We then analyze the images posted by the users. Users predominantly use symbols related to protests and share personal thoughts on its primary actors. Users primarily share content to raise their network’s awareness, and the content choice is directly affected by Instagram’s intrinsic interaction modalities.

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