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

Lene Pettersen, Anders Olof Larsson


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.


social media; social capital; online campaigns; gender; bourdieu; power

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