#fridaysforfuture – What does Instagram tell us about a social movement?

Abstract

Understanding social movement structures is important for political decision-makers to enable them to recognise the various motivating factors behind these movements. The Fridays for Future movement characterises a political group that has a majority of young people, frequently using social media to organise actions. By conducting a social network analysis on hashtags, this study contributes to the understanding of the global Fridays for Future movement. Particularly, we focus on the use and connection of hashtags on Instagram. We collected 59,112 posts tagged with #fridaysforfuture and analysed 91,172 hashtags used therein. Subsequently, the 140 most used hashtags were divided into 11 clusters, which provide not only information about the organisation of the social movement via social media, but also insights into lifestyle-related aspects. The clusters include the topics: climate; nutrition, lifestyle and health; memes; cycling; art; sustainable consumption and the Earth Day. The article shows that the motives of the Fridays for Future movement are broad. We can demonstrate that Fridays for Future is connected to other social movements and gain insights into the everyday life of the Fridays for Future stakeholders.