Are Social Media Emancipatory or Hegemonic? Societal Effects of Mass Media Digitization in the Case of the SOPA Discourse1
Authors: Miranda, Shaila M.; Young, Amber; Yetgin, Emre
Journal: MIS Quarterly (2016)
DOI: 10.25300/misq/2016/40.2.02
Mass media digitization is an unfolding phenomenon, posing novel societal opportunities and challenges that researchers are beginning to note. We build on and extend MIS research on process digitization and digital versus traditional communication media to study how and to what extent social media—one form of digital mass media—are emancipatory (i.e., permitting wide-spread participation in public discourse and surfacing of diverse perspectives) versus hegemonic (i.e., contributing to ideological control by a few). While a pressing concern to activists and scholars, systematic study of this issue has been elusive, owing partially to the complexity of the emancipation and hegemony concepts. Using a case study approach, we iteratively engaged with data on the discourse surrounding the Stop Online Piracy Act (SOPA) and source literature to identify six facets of interpretive media packages (i.e., competing social constructions of an issue) as measurable constructs pertinent to emancipation and hegemony. These facets included three structural constraints (on authorship, citation, and influence) and three content restrictions (on frames, signatures, and emotion). We investigated propos…