Social Media Rhetoric of the Transnational Palestinian-led Boycott, Divestment, and Sanctions Movement

Abstract

This article uses rhetorical analysis to determine the effectiveness and characteristics of social media usage by the Boycott, Divestment, and Sanctions (BDS) movement targeting Israel. Hundreds of local student, community, and religious groups in the United States use social media platforms such as Twitter and Facebook to promote BDS discourse and organize local BDS-related events. Even though social media platforms are important for an international movement composed of a very dispersed population, with millions of Palestinians also living under military occupation, the history of traditional media use during the First Intifada also suggests that social media are not necessary for mobilizing Palestinians at the local level. A preliminary rhetorical analysis of several BDS-related Facebook pages and Twitter accounts reveals that the BDS movement’s social media usage functions similarly in some ways to other contemporary mass movements by facilitating on-the-ground actions and delivering useful information to supporters. BDS movement social media discourse, however, does not establish the same level of emotional connection or interactivity with audiences as some other recent movements have, but these limitations can be partly explained by the unique political, material, and rhetorical constraints of the situation.