#Hashtagaktivisme: En netnografisk undersøgelse af #WhatIReallyReallyWant på Twitter

Sarah Schwab Randeris, Nanna Würtz Kristiansen & Sofia Tolstrup Mogensen

Studenteropgave: Basisprojekt


This paper will examine a case of online activism, more precisely hashtag activism in a semiotic analysis of the #WhatIReallyReallyWant campaign, launched by the organization Global Goals on July 5th 2016. Furthermore an ethnographic examination of Twitter users’ online behavior in using the hashtag is made. Based on these examinations and the theory of Bennett & Segerberg’s The Logic of Connective Action this study will assess whether online activism is an expression of a modern tendency of individualism and self-representation or if it still has elements from the traditional collective activism. This leads to a discussion on whether online activism is a useful activistic strategy or mere ‘slacktivism’. It is concluded that social media is a useful tool in distributing information to many people and potentially change the way they understand a subject but whether hashtag activism is effective in causing actual social or political change is questionable.

UddannelserBasis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato19 dec. 2016
Antal sider37


  • hashtag
  • aktivisme
  • hashtagaktivisme
  • netnografi
  • etnografi
  • sociale medier
  • semiotik
  • kampagneanalyse
  • #WhatIReallyReallyWant
  • #