Collective Trolling as a Form of Organizational Resistance: Analysis of the #Justiceforbradswife Twitter Campaign |
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| Authors: | Gavin L. Kirkwood Holly J. Payne Joseph P. Mazer |
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| Affiliation: | 1. Gavin L. Kirkwood (MA, Western Kentucky University) is a doctoral student in the Department of Communication at University of California, Santa Barbara.;2. Holly J. Payne (Ph.D., University of Kentucky) is a Professor in the Department of Communication at Western Kentucky University.;3. Joseph P. Mazer (Ph.D., Ohio University) is Associate Professor and Chair of the Department of Communication and Director of the Social Media Listening Center at Clemson University. |
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| Abstract: | This case study analyzed Twitter posts from the #JusticeForBradsWife campaign against the Cracker Barrel (CB) restaurant chain. Participants in the counterinstitutional movement employed diverse message strategies of humor and resistance in using social media as a site for discourse. Thematic analysis of the most influential users revealed humor strategies including: connecting to popular culture, political comic relief and using hyperbole. Participants’ resistance strategies included: making calls for action, critiquing CB products and business partners, attacking CB patrons, critiquing CB’s social media management, and offers of support from outside organizations. These strategies reflected collective trolling, where trolling behaviors created a hidden and public hybrid form of collective resistance from nontraditional stakeholders who had contradictory goals. Implications and directions for future research are discussed. |
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| Keywords: | E-Resistance Social Media Trolling |
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