A Twitter Case Study: The Spreadability of the Viral Chilean Feminist Anthem #UnVioladorEnTuCamino
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Digital Activism has become notorious for not creating real change and, instead, creating Slacktivist or Clicktivist who consider the passive actions of sharing and liking social justice posts as real activism. Boots on the ground, picket lines, and marches are the traditional get-off-your-ass type of activism that enacts real change, or so we thought. This study explores a moment in which social media activism creates change by building a collective voice, community, and bringing awareness to gendered violence and gender inequalities—topics not usually discussed in public or private spaces. To understand how the #UnVioladorEnTuCamino anthem and Twitter movement became a global social media activism movement, the author rhetorically analyzed several Twitter posts from the beginning of the movement in November of 2019 to early 2020, as it is ongoing and still referenced online. The results of this study indicate the simplicity of use, convenience, and accessibility of Twitter internationalized this anthem and message. These results suggest the spreadability of the hashtag #UnVioladorEnTuCamino is in direct relation with the easy-to-use social media platform that already had a reputation for social activism, as well as an anonymous space provided to discuss such controversial topics of gendered violence and gender inequalities. On this basis, it is important to note the #UnVioladorEnTuCamino movement does not behave like traditional social media activism movements; it began as live performances, shifted to being shared on Twitter, and eventually adapted to Twitter by being performed and discussed for the online space.