Mobilization Strategy And Media Effect Of The "Me Too" Movement

The rapid development of media technology in the past decade,especially the rapid development of social media,has created an never imagined opportunity and development space for social movements.As a typical social movement in the cyberspace,the domestic “Me Too” movement actors completed the construction of the movement framework from the perspective of emotion and discourse with the advantage of social media communication,and produced a certain mobilization effect.Therefore,this study collected relevant events on the domestic social media platform marked by the “Me Too” movement from October 2017 to October 2018,and based on the social movement framework constructivism as a theoretical perspective,the mobilization strategy of domestic “Me Too” adopted by the campaign actors was analyzed.On the basis of case analysis,it analyzes the three aspects of online public opinion,media attention and policy system response.This study examines the mobilization strategies of actors from the three stages of the “Me Too” movement process.The first is the diagnostic phase of the meaning of motion.At this stage,the actors regard the social media platform as a mobilization tool,and construct the identity of the victim group through self-exposure and sad discourse.This guides the public's perception of the “Me Too” movement.The second is the motivating stage of the meaning of the movement.In discourse,the actors constantly change the resistance discourse and expand the group of potential actors;emotionally,the actors mainly stimulate the public's “injustice”,causing emotional resonance,and urging a larger public to participate in the movement.The third is the prognosis stage of the meaning of movement.At the beginning of the rise of “Me Too” movement,“reverse sexual invasion” is the core appeal of the social movement,but with the development of the movement,the actors also put forward requirements and assumptions from the legal level and social moral level.It is hoped that through the “Me Too” movement,the legal system and the gender awareness of the public can be improved.The study also demonstrates the media effects of the “Me Too” campaign,which is reflected in the three aspects,including online public opinion,media attention,and policy system response.In terms of the effectiveness of online public opinion,the opinions of the actors,opinion leaders,and ordinary netizens on the social media platform were examined,as well as the number of reposts,likes,and comments received by these remarks.It was found that netizens supported the “Me Too” movement to a higher degree.In terms of media attention,from the time of the mass media's reporting,the content of the report and the tendency of the report,the mass media's attention to the “Me Too” movement was consistent with the exposure time of the event,and most media expressed their support for the sport.However,the overall attention is not high.In terms of the response of the policy system,reflected from the final processing results of the collection case,the Ministry of Education and a small number of relevant agencies have expressed that they will attach importance to and improve the existing “anti-sexual invasion” mechanism,but at the national legal level,no response has yet been received.Through the research on the framework process and media effects of the “Me Too”movement,this study finds that social media is both a mobilization tool and a media resource in the process of movement.It helps actors to complete the construction of the meaning of the movement and to promote the coverage of the mass media.Thus,different types of media together make effect to promote the response of the policy system.