#DeleteFacebook and Hashtag Activism in a Perspective of Critical Discourse Analysis

• Main Author: Greta, Bühring
• Format: Others
• Language: English
• Published: Malmö universitet, Fakulteten för kultur och samhälle (KS) 2021
• Subjects: #DeleteFacebook; Hashtag Activism; Digital Colonialism; Power Relations; Antagonism; Critical Discourse Analysis; Framing; Cultural Studies; Kulturstudier
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-43818

This thesis aims to conduct an in-depth study of the activism surrounding the #DeleteFacebook hashtag by applying Critical Discourse Analysis. By theorizing framing, digital colonialism, power relations, and antagonism, this thesis examines the qualitative analysis of 1.987 Tweets posted on Twitter between 20 February and 4 March 2021. This study identifies the key thematic content of these Tweets and then conducts an in-depth critical analysis. These questions will be addressed in the research: “What are the principle discourse typologies and their intertextual interpretation of hashtag activism #DeleteFacebook?”, “What were the key themes that emerged during the #DeleteFacebook hashtag movement?” and “How can we interpret the online engagement with #DeleteFacebook as hashtag activism?”. This thesis presents an analysis of #DeleteFacebook related Tweets through coding and then reveals an intertextual analysis of it, including the social context. Also, this study provides a thorough review of the related literature concerning the costs of connection, social movements, hashtag activism, and collective identity. Finally, it concludes with a discussion reflecting on the role of digital colonialism and the power of Facebook.