Performative Activism in Social Movements: Analysis of Online and Offline Social Movements

Abstract

The aim of the study was to examine the performative activism in social movements by analysing online and offline factors of social movements. The comparative case study approach and qualitative research design are used to investigate three contemporary movements- The Free Palestine Movement (2021-2023), The Farmers Protest (2020-present), and the RG KAR Medical College Case, Kolkata (2024). The study was conducted in two phases. In phase 1, online posts on social media and data from newspapers and e-newspapers were gathered for all three cases, while in phase 2, the farmers’ protest was the main focus and data were collected by interviewing individuals who participated in the protest both online and offline. To fully understand the concept of how digital engagements influence real-world protest outcomes, Thematic and Sentimental analysis was done along with theoretical lenses such as Social Identity Theory, Collective Action frameworks, framing theory, and Goffman’s dramaturgy concept. The results and findings of both phases revealed that strong collective identity, cultural solidarity, physical presence, long-term commitment, willingness to make sacrifices and risktaking are very important for the success of the movement. All these were seen in farmers' protest, in comparison to it, RG KAR Case and Free Plaestine movement are characterized by viral posts, trending hashtags which were successful in grabbing the attention but failed to mobilise people on ground for the long run. The role of mainstream media is also controversial and criticised in spreading fake news and setting up false narratives, which leads the protestors to rely on online or digital platforms to share the real on-ground coverage and reality to the world. The hybrid factor of the protest allows it to sustain momentum for a long time; social media served as a bridge between the protestors, supporters and other individuals. The framing of 8 | Pagemainstream media is also mitigated by the social media platforms where protestors made their own official accounts. Besides physical hardships, strategic blocking and internet shutdown, unity, solidarity, and genuine commitment are the factors that bring success to the movement. These insights can help future movements to avoid the hurdles and trend-driven participation, as well as ensure that digital allyship/activism serves effective on-ground action. Keywords- solidarity, activism, performative activism, unity, sustainability, collective identity, farmers, protest.