The winners take it all: A comparative study of Twitter campaigns under pressure

  • Lene Pettersen
  • Anders Olof Larsson Westerdals School of Arts, Communication and Technology
Keywords: social media, social capital, online campaigns, gender, bourdieu, power

Abstract

This paper presents a comparative study on two Twitter campaigns that came under pressure when recipients started to engage in the campaigns in unexpected ways. Despite two organizations employing different engagement strategies with users, both campaigns played out in somewhat similar ways. Users with an abundance of retweets tend to be male, holding privileged positions in society, with large networks of followers.

Author Biographies

Lene Pettersen

Associate Professor at the Faculty of Management of the Westerdals Oslo School of Arts, Communication and Technology in Norway.

Anders Olof Larsson, Westerdals School of Arts, Communication and Technology
Associate Professor at the Faculty of Management of the Westerdals Oslo School of Arts, Communication and Technology in Norway
Published
2016-10-24
How to Cite
Pettersen, L., & Larsson, A. O. (2016). The winners take it all: A comparative study of Twitter campaigns under pressure. First Monday, 21(11). https://doi.org/10.5210/fm.v21i11.6815