Journal of the Association for Information Systems (2025)
In Search of a “Style:” Capturing the Collective Identity of Social Movements Based on Digital Trace Data
Theresa Henn-Latus, Sarah Tell, Julian Polenz, Thomas Kern, Oliver Posegga
This study investigates how online social movements form a collective identity, a topic of debate among scholars. Using socio-semantic network analysis of digital trace data from Twitter, the researchers conceptualize and measure the "style" of a movement, which combines both its cultural expressions and social interaction patterns. The German "Querdenken" movement, which protested COVID-19 measures, is used as a case study to demonstrate this methodology.
Problem
Scholars are divided on whether online activism can foster a strong, unifying collective identity necessary for sustained action. Previous research often fails to capture the full picture by focusing on either cultural aspects (like shared hashtags) or social structures (like user networks), but not their interplay. This study addresses this gap by proposing a dual approach that examines both cultural and social dynamics together to understand how a collective identity emerges and persists online.
Outcome
- The Querdenken movement successfully developed a distinct collective identity online, which manifested as recurring social and cultural patterns that persisted even as individual participants and leaders changed over time. - The movement's social structure was a decentralized "network of networks" with leadership roles emerging temporarily and shifting between users, rather than being held by fixed individuals or official chapter accounts. - The movement's identity was most strongly defined by its opposition to specific groups, primarily political authorities and scientific experts, whom they consistently portrayed with negative characteristics like incompetence and abuse of power. - Culturally, the movement portrayed itself as a collective of active, rational, and critical protesters, blending organized actions like demonstrations with broad, general calls for resistance.
Host: Welcome to A.I.S. Insights, powered by Living Knowledge. Today, we're diving into a fascinating study titled “In Search of a “Style:” Capturing the Collective Identity of Social Movements Based on Digital Trace Data.” Host: In short, it’s all about how online movements, the kind we see exploding on social media every day, actually build a shared, lasting identity. To help us unpack this, we have our expert analyst, Alex Ian Sutherland. Alex, welcome. Expert: Glad to be here, Anna. Host: Alex, we all see movements rise online, from brand boycotts to social causes. But there's a real question about whether they can last. What’s the core problem this study tackles? Expert: The big debate among scholars is whether that kind of fast-moving online activism can ever build the strong, unified identity a movement needs for sustained impact. Expert: Previous research tended to focus on one of two things: either the culture, like the shared hashtags and language, or the social structure, meaning the network of users. But they rarely looked at how those two things work together. Host: So it’s like trying to understand a company by looking at its marketing slogans or its org chart, but never both at the same time. Expert: That’s a perfect analogy. You miss the complete picture. This study closes that gap by proposing a way to look at both the cultural and social dynamics together to understand how a true collective identity is born and survives online. Host: So how did the researchers approach this? How do you actually measure something as fluid as an online identity? Expert: They introduced and measured the concept of a movement's "style." Think of it like a brand’s unique signature—it's a combination of its voice, its values, and how it engages with the world. Expert: In this case, "style" combines a movement's cultural patterns with its social patterns. They studied this by analyzing Twitter data from the German "Querdenken" movement, which protested COVID-19 measures. Host: And what did this "socio-semantic network analysis" of their style actually show? Did the movement manage to form a real identity? Expert: It absolutely did. That's the first key finding. The movement developed a distinct collective identity that persisted over time, even as the individual participants and leaders came and went. The identity itself became more durable than any single person within it. Host: That’s a powerful idea. What did that identity look like on the social level? Expert: Socially, it wasn't a pyramid with a leader at the top. It was a decentralized "network of networks." Leadership roles weren't fixed; they emerged temporarily and shifted between different users. The official accounts of the movement’s local chapters were almost never the most influential voices. Host: And culturally? What was the idea that held them all together? Expert: This is crucial. The identity was most strongly defined by what it was *against*. Their sense of "we" was built on a shared opposition to specific groups, mainly political authorities and scientific experts. Expert: They consistently portrayed these opponents with negative traits like incompetence and abuse of power, while framing themselves as active, rational, and critical protesters. Host: This is all fascinating, but let's get to the bottom line for our listeners. Why should a business leader or a brand manager care about the "style" of an online movement? Expert: There are huge implications. First, for building a brand community. This study is a blueprint for how powerful, self-sustaining online communities are formed. It shows that true identity isn't just about a shared interest; it's about a combination of a shared culture and specific patterns of interaction. Host: So it's less about top-down marketing and more about creating an environment where an identity can emerge? Expert: Precisely. It also has direct application in risk management. By analyzing a protest movement's "style," you can better predict its durability. Is that online criticism of your company just a fleeting hashtag, or does it show the signs of a persistent collective identity? Understanding its structure and narrative helps you gauge the real threat. Host: I would imagine this could also be a powerful tool for market intelligence. Expert: Without a doubt. This method can be used to understand any online collective, from customer groups to industry forums. You can identify who the real, emergent influencers are—not just those with the most followers—and grasp the core identity that drives their behavior. It's a way to get a much deeper read on your market or even your own employee base. Host: So, to summarize, to truly understand any online group, you have to look beyond surface metrics and analyze its unique "style"—the interplay between its cultural narrative and its social network structure. Expert: That's the key takeaway. This study demonstrates that a powerful online identity can be decentralized, have shifting leaders, and often finds its greatest strength in defining what it stands against. Host: A vital insight into the dynamics of our digital world. Alex, thank you for breaking this down for us. Expert: My pleasure, Anna. Host: And thank you for joining us on A.I.S. Insights, powered by Living Knowledge. We'll see you next time.
Collective Identity Online, Social Movements, Digital Trace Data, Socio-Semantic Networks, Connective Action, Leadership
