#Boycott as a Social Movement: Evidence from the X Platform

Abstract

Numerous social movements have been organized since the beginning of the Israel–Hamas conflict in October 2023, ranging from street demonstrations to social media wars, which can be categorized as digital social movements. This study primarily aims to analyze such phenomena using social movement theory. The study intends to identify conversation patterns, actors and the most discussed issues under the ‘boycott’ hashtag (#boycott) used on the X platform between 11 November 2023 to 23 January 2024. The collected data are assessed using the social network analysis method, NodeXL software and Gephi software. The results show that the boycott hashtag is popular among 1,125 conversation networks worldwide, and the most influential users are petersweden7, maxblumenthal, disclosetv, therealkeean and zipzapzooooom. The most dispositivesopic is the boycott of brands that support the war, with 10,123 positive, 35,774 negative and twenty-five neutral sentiments regarding the topic. Thus, while traditional social movements are characterized by hierarchical structures and physical community roots, digital boycott movements, exemplified by those on platforms like X, are sustained by decentralized organizations, rapid mobilization facilitated by social media, participatory cultures and connective actions. These movements challenge conventional leadership paradigms and offer new avenues for grassroots activism and social change in the digital age.