Social and Behavioral Sciences Commons^™

Social Media And Symbolic Action: Exploring Participation In The Facebook Red Equal Sign Profile Picture Campaign, Joel Penney

School of Communication and Media Scholarship and Creative Works

This study investigates symbolic action on popular social media platforms by empirically exploring the subjective experiences and motivations of participants in an exemplary campaign. Previous debates regarding the relationship between symbolic action and more traditional forms of political participation suggest a binary between up‐the‐ladder “civic culture” engagement and down‐the‐ladder “slacktivism.” Interviews with participants in the Facebook red equal sign profile picture campaign for marriage equality provide some evidence to support the former (particularly in terms of building an identity‐focused political movement), and comparatively little to support the latter. However, a third model suggests how sympathetic citizens who would not otherwise …