#fighteverycrisis: Pandemic Shifts in Fridays for Future’s Protest Communication Frames

Abstract

ABSTRACT This qualitative social media framing analysis captures the discursive engagement with COVID-19 in Fridays for Future’s (FFF) digital protest communication on Facebook. In offering comparative insights from 457 posts across 29 public pages from FFF collectives in the European Union, this study offers the first analysis of social movement frames employed by FFF during the pandemic. By coding all Corona-related messages across collectives, we chart three framing processes: adaptation (compliance, solidarity), reframing (reclaiming the crisis, nexus between climate and health), and mobilization (sustained involvement, digital protest alternatives). We discuss our findings alongside social movement framing theory, including frame bridging and scope enlargement to accommodate the pandemic topicality into FFF’s environmental master frame, and frame development by FFF movement leaders. This study thus provides key insights into discursive shifts in social movements brought on by external crises that threaten to marginalize the cause and demobilize adherents.