Social Media as a Tool for Social Activism: A Study of the “Occupy Flagstaff House Movement” (Ofshm)

Abstract

This study examined how social media is used as a tool for social activism by the Occupy Flagstaff House Movement. Underpinned by the theories of technological determinism and the social network theory, the researcher interviewed three members of the leadership of Occupy Flagstaff House Movement and conducted a quantitative content analysis of the messages sent out by the movement on the social media platforms, Facebook and Twitter. The study established that the primary reasons why Occupy Flagstaff House Movement used social media were its effectiveness and efficiency, relatively low costs, and the ability of social media to help them reach and interact with their target audiences. The study also found out that internet connectivity and duplication of their pages were some challenges the movement faced in using social media platforms. The study found out that the predominant function of the messages sent out by the leadership of Occupy Flagstaff House on their Facebook page was mobilisation, followed by information. Conversation and coordination were the least predominant functions of the posts. For their Twitter account, conversation was the most predominant function performed by the messages Occupy Flagstaff House Movement sent out followed by information. Mobilisation and coordination were the least predominant functions of the posts on Twitter. This study will contribute to the understanding of social media and activism in an emerging democracy such as Ghana.