Network Ties That Mobilize: Digital Activism as an Organizing Strategy

Abstract

This study sought to determine whether weak and strong network ties influenced Instagram users’ participation in online and offline activism, using the strength of weak ties theory (Granovetter, 1973) as a theoretical framework. The data utilized in this study (N = 62) were gathered from a survey that assessed exposure to and level of engagement with activism-related content on Instagram and participation in protest demonstrations during the summer of 2020. The findings suggest that the strength of weak ties theory (Granovetter, 1973) is not supported in this context, as exposure to content from strong ties had more influence on online and offline activism than exposure to content shared by weak ties. However, an examination of open-ended survey questions indicated that personal messages from strong ties elicited negative, oppositional attitudes, implying the value of communication from weak ties in fostering engagement in social movements.