Translate 
Abstract
ABSTRACT In the summer of 2020, many Goya Foods consumers utilized the digital sphere to express outrage and called for a boycott through the hashtag #BoycottGoya. The analysis of 64,000 tweets using hashtags revealed significant digital expression responding to the Goya CEO’s political speech. This article visualizes differences in the online political narratives around boycott tweets using mixed-methods sentiment analysis, enabling deconstruction of multiple actors’ aims in this discourse occurring in affinity spaces. This article uses a feminist digital geographies framework to analyse how engagement with online affinity spaces and digital mediations of everyday life may transform gendered power relations in economic, social, and political contexts. This critical structure concerns how affinity space-held discourses reproduce divisive socio-spatial politics, such as criminalizing and stigmatizing racialized and impoverished bodies and places. We find that product consumption from companies can take on heightened political significance, as a representation of complex negotiations around identity, convenience, and responsibility. These negotiations become visible when expressed in online affinity spaces and have the power to reshape socio-political choices offline in unique ways. This article seeks to unpack the multifaceted dimensions of the Goya Boycott digital discourse, emphasizing a feminist digital geographies perspective in comprehending the complexities of this online movement and its implications for broader socio-political dynamics.
Published Version
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
