Abstract

Social media platforms have revolutionised the way users communicate, by providing an open and vast platform to discuss about the sensitive and stigmatized issues of the society. Social media is increasing with ubiquity, this research aims to seek and understand the role of social media and its engagement with users for diffusion of global social mass movements.

Sexual abuse and racial discrimination are stigmatised issues that have took over the attention all across the globe. Hashtags like #MeToo and #BlackLivesMatter gained so much momentum that people are supporting the victims from all across the world. People come together and unite in solidarity to stand against the abusers of the society. The research paper analyses how Reddit provided a platform for personal outcry and Twitter for promotional and mobilization of the same concern. The research also analyses the user engagement by creation and co-creation of the content to make it viral. Hashtags have led to awareness and activism of the common masses. Posts on social media engages a wider audience via tweets and retweets, thereby creating a vital homogenous large-scale community.