Hashtag Activism and Connective Action: A Case Study on #MarriageEquality in Thailand
(2022) SKOM12 20221Department of Strategic Communication
- Abstract
- Same-sex marriage has made its trend on social media in Thailand especially on Twitter under the #MarriageEquality hashtag as the topic was being brought up to the Parliament on February 9, 2022. Currently, though there are studies on LGBTQ in Thailand no recent study focuses on revealing the connection between hashtag activism, personal action frames, and LGBTQ movements. Therefore, by using the #MarriageEquality movement in Thailand, this study places the emphasis on the way social movement organizations and public employ strategic communication to discursively construct a counterpublic sphere and discover the main discourse that emerges from the hashtag activism campaign in Thailand. The study employs framing theory, narrative paradigm,... (More)
- Same-sex marriage has made its trend on social media in Thailand especially on Twitter under the #MarriageEquality hashtag as the topic was being brought up to the Parliament on February 9, 2022. Currently, though there are studies on LGBTQ in Thailand no recent study focuses on revealing the connection between hashtag activism, personal action frames, and LGBTQ movements. Therefore, by using the #MarriageEquality movement in Thailand, this study places the emphasis on the way social movement organizations and public employ strategic communication to discursively construct a counterpublic sphere and discover the main discourse that emerges from the hashtag activism campaign in Thailand. The study employs framing theory, narrative paradigm, and the logic of connective actions as theoretical frameworks to analyze the empirical data. The analysis identifies five overarching frames emerged where the ‘equal rights for all’ frame being the master frame among the supporters of same-sex marriage draft bill on Twitter. The result concludes that the #MarriageEquality movement can be interpreted as an act of connective action as it promotes self-assertive and self-motivated behavior of an individual in the process. Personal action frames were evident in the #MarriageEquality movement. It also shows that the marriage equality movement is driven by various types of networks to engage with public and influence social change: connective action was used to gain support from publics through message frames within hashtag while collective action was used to construct an internal identity of ‘us’, the supporters, against ‘them’, the government and those who oppose the draft bill. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9083859
- author
- Sarasuk, Maneechaya LU
- supervisor
- organization
- course
- SKOM12 20221
- year
- 2022
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- hashtag activism, same-sex marriage, marriage equality, framing theory, connective action, narrative paradigm, social movement
- language
- English
- id
- 9083859
- date added to LUP
- 2022-06-13 20:35:26
- date last changed
- 2022-06-13 20:35:26
@misc{9083859,
abstract = {{Same-sex marriage has made its trend on social media in Thailand especially on Twitter under the #MarriageEquality hashtag as the topic was being brought up to the Parliament on February 9, 2022. Currently, though there are studies on LGBTQ in Thailand no recent study focuses on revealing the connection between hashtag activism, personal action frames, and LGBTQ movements. Therefore, by using the #MarriageEquality movement in Thailand, this study places the emphasis on the way social movement organizations and public employ strategic communication to discursively construct a counterpublic sphere and discover the main discourse that emerges from the hashtag activism campaign in Thailand. The study employs framing theory, narrative paradigm, and the logic of connective actions as theoretical frameworks to analyze the empirical data. The analysis identifies five overarching frames emerged where the ‘equal rights for all’ frame being the master frame among the supporters of same-sex marriage draft bill on Twitter. The result concludes that the #MarriageEquality movement can be interpreted as an act of connective action as it promotes self-assertive and self-motivated behavior of an individual in the process. Personal action frames were evident in the #MarriageEquality movement. It also shows that the marriage equality movement is driven by various types of networks to engage with public and influence social change: connective action was used to gain support from publics through message frames within hashtag while collective action was used to construct an internal identity of ‘us’, the supporters, against ‘them’, the government and those who oppose the draft bill.}},
author = {{Sarasuk, Maneechaya}},
language = {{eng}},
note = {{Student Paper}},
title = {{Hashtag Activism and Connective Action: A Case Study on #MarriageEquality in Thailand}},
year = {{2022}},
}