Hashtag activism and the empowerment of South African Facebook users: exploring the #ImStaying movement

Abstract

The rise of hashtag movements such as #BlackLivesMatter, #MeToo, #FeesMustFall, and #AmINext has emphasised the prevalence of using social media as a tool for collective action. Originally designed for connection and content sharing, social media platforms have evolved into powerful communication tools that enable users to construct narratives, mobilise communities, and engage in mass communication on both local and global scales. This transformation has opened new avenues for solidarity and advocacy, allowing individuals to participate in social change through online engagement. This study explored hashtag activism and its potential for empowering South African Facebook users, focusing on the #ImStaying movement. Drawing on theories of collective action, social movements, and uses and gratifications, I investigated how individuals experienced and enacted empowerment within this online community. A qualitative methodology was employed. Data were collected by means of a content analysis of Facebook posts as well as open-ended questionnaires disseminated to members of the #ImStaying Facebook group to examine participants’ experiences and perceptions. The findings revealed that, while the #ImStaying movement did create a sense of psychological and social empowerment, its impact remained largely emotional rather than being structural or transformative. Despite having over a million members, participation was largely passive, raising questions about inclusivity and the gap between online engagement and offline change. The study contributes to the field of study by situating hashtag activism within a South African context and highlighting how global practices are reinterpreted through local realities. The role of humour and positivity as culturally distinctive features of South African activism is also highlighted. The need to bridge online solidarity with sustained offline action is also underscored. These observations add to the body of research on digital activism by providing deeper insights into online empowerment and participation in social media movements in Southern Africa.