The next speaker in this ECREA PolCom 2023 conference session is Luna Staes, whose focus is also on online user engagement with street protests. Social movement organisations are using social media to engage with the public, and this also generates user engagement metrics (likes, shares, comments, etc.) that provide instant feedback on online publics’ appetite for protest messages.
But to what extent do protest messages actually resonate, and what explains such user engagement: is this related to the features of the actual protest, of the content about the protest, or of the digital communication style itself? The present study examined …