The role of social media in youth activism : a case study of Oromo youth associations

Abstract

In the last decade, activists have increasingly used social media platforms to participate in social and political change efforts. This phenomenon also referred to as social media activism, has raised interest in how digital platforms affect the traditional landscape of activism. This thesis explores the subject of social media activism through a case study of four Oromo youth associations (OYA) in the diaspora and their activities following the death of Oromo singer and activist Hachalu Hundessa. By using concepts from social movement studies, literature review on social media activism, and the Honeycomb Framework, it explores: (1) how social media activism relates to offline activism, (2) how social media platforms are used in activism, (3) resource pools are used online to operate on activist initiatives. Ten qualitative interviews were conducted to explain further how activism exists between the digital and physical realms. Findings show that the OYAs use social media activism to supplement a broader set of offline initiatives. While social media is recognized as an efficient tool to create awareness, communicate with others, and mobilize to action, the participants believe it prerequisites offline efforts to make a change. As for how social media is used in activism. It is used to bring about visibility, recruit people, share strategies, provide important information ahead of protests, share grievances and build relationships. Findings also show that activists have a wide range of resources online to operate on their initiatives. For the OYAs, the seven blocks of Honeycomb Framework: identity, conversations, sharing, presence, relationship, reputation, and groups appear as relevant social media strategies.