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Hashtag hijacking and crowdsourcing transparency: social media affordances and the governance of farm animal protection

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  • Olga Rodak

    (Kozminski University)

Abstract

The post-war Western world has seen a gradual shift from government to governance, a process that also concerned the issues related to agro-food sustainability, such as food quality, environmental impact, social justice, and farm animal welfare. Scholars believe that social media are a new site that reconfigures relations between various actors involved in the governance of these problems. However, empirical research on this matter remains scarce. This paper fills this gap by examining the case of Februdairy, a Twitter hashtag campaign to promote the British dairy industry, hijacked by animal protection activists. For this case, I employ the relational perspective on technology affordances—as operationalised by Faraj and Azad (in: Leonard et al. (eds), Materiality and organizing. Social interaction in a technological world, Oxford University Press, Oxford, 2012)—to highlight two distinct strategic modes of embracement of social media functionalities by the opposing groups: hashtag hijacking and crowdsourcing transparency. The analysis reveals also that a pre-existing social structure of the agro-food system conditions reconfiguration of social relations by technology in a way that actually strengthens the tendency to govern the issue of farm animal protection with market mechanisms.

Suggested Citation

  • Olga Rodak, 2020. "Hashtag hijacking and crowdsourcing transparency: social media affordances and the governance of farm animal protection," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 37(2), pages 281-294, June.
    • Handle: RePEc:spr:agrhuv:v:37:y:2020:i:2:d:10.1007_s10460-019-09984-5
    DOI: 10.1007/s10460-019-09984-5
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    References listed on IDEAS

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