#MeToo: Kollektiv bevægelse eller forbundet individualisering? Et casestudie i kommunikation af #MeToo på Twitter

Christian Hyllgaard Nobel Nielsen, Oliver Uldall Bøttner, Mathias Hammer Tuxen & Hanne Sofie Fremstad

Studenteropgave: Kandidatprojekt


5th of October 2017: The New York Times breaks the story about Harvey Weinstein, and how he has assaulted and raped several women over his career, and paid them to remain silent about the incidents. Ten days later: the actress Alyssa Milano takes to Twitter in solidarity with the women who stood up against Weinstein, and prompt other women who has experienced sexual harassment or assault, to use the hashtag #MeToo. The hashtag went through the internet like a wrecking ball, and led to the disclosure of several incident of sexual criminality and a global debate on sexism, sexuality and gender roles. A global movement became evident, a movement which was gathered around the hashtag #MeToo. The scholars Lance Bennett and Alexandra Segerberg has investigated online movements, and identifies certain assets in terms of communication and organization. With the Occupy Wall Street movement as the leading example, they use the definition “digitally enabled action” (DNA) (Bennett & Segerberg 2013). Furthermore, they distinguish between the terms collective action and connective action. The first describes movements in their traditional form - with a strong organisational structure and affiliation, in which the social medias are used mainly for marketing and recruitment purposes. Connective action on the other hand, describes a situation where the individuals to a greater extent provides the content, often with a individualised approach. As a consequence, the movements dominated by connective action tends to lack a clear agenda and group affiliation. Natalie Fenton (2016) also describes this online reality, and expands upon what might be the main driving forces to the individuals participating in such online networks. This theory also cast a light at which technological affordances might be contributing to this online reality. This study applies the mentioned theories to the #MeToo movement, and aims at investigating which elements of communication that can be identified in a set of tweets with the #MeToo hashtag. With help of a content analysis on 1.264 tweets, the study differentiates categories and topics that aims at indicating whether the #MeToo has been dominated by collective action or connective action. The findings suggests that #MeToo is a highly connective movement, meaning that the communication is individualised and that the actors hardly can agree on a common agenda. However, the movement also comprise certain collective characteristics, which becomes evident when looking at the amount of tweets regarding the movement itself.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato31 maj 2018
Antal sider46


  • metoo
  • #metoo
  • feminisme
  • kvindekamp
  • weinstein