Concurrent Panels Session 3
Event Title
Location
BTSU 315
Start Date
27-3-2015 1:00 PM
End Date
27-3-2015 1:55 PM
Description
This article presents the theoretical framework for hashtag hijacking, a subversive communicative strategy that disrupts and challenges dominant discourses of hashtag activism on social media sites. Drawing from the literature on new media, digital activism, and persuasion, our theory shows how hashtag hijacking can reroute and reappropriate efforts made by media activists and sources who occupy positions of power. Tracking the evolution of #MyNYPD as a working exemplar, we explicate how hashtag activism and hijacking develop and foster two parallel, yet disparate discourses in the new media landscape.
A Theory of Hashtag Hijacking
BTSU 315
This article presents the theoretical framework for hashtag hijacking, a subversive communicative strategy that disrupts and challenges dominant discourses of hashtag activism on social media sites. Drawing from the literature on new media, digital activism, and persuasion, our theory shows how hashtag hijacking can reroute and reappropriate efforts made by media activists and sources who occupy positions of power. Tracking the evolution of #MyNYPD as a working exemplar, we explicate how hashtag activism and hijacking develop and foster two parallel, yet disparate discourses in the new media landscape.