Examining the Role of Social Media in New Social Movements A Case Study of the Black Lives Matter Movement

Abstract Extended
Introduction: In recent decades, social media has emerged as a pivotal force in shaping collective action and public discourse. Within this context, new social movements have arisen that, unlike their classical predecessors, place greater emphasis on culture, identity, and decentralized organization. Alberto Melucci’s theory of new social movements highlights the importance of collective identity, symbolic action, and network-based structures in mobilizing individuals around shared objectives. One of the most prominent contemporary examples is the “Black Lives Matter” movement, which began in 2013 following George Zimmerman’s acquittal in the shooting of Trayvon Martin. It rapidly evolved from a local protest into a global phenomenon, garnering widespread support in response to systemic racism and police brutality. This study aims to examine the role of social media in shaping the characteristics and dynamics of the Black Lives Matter movement through the lens of Melucci’s theoretical framework.
Methods: This research is theoretical in nature and employs a descriptive–analytical approach. Data were collected using a document-based method and include academic articles, official statements from the Black Lives Matter movement, social media posts, and secondary analyses by scholars in the field of social movements. Data analysis was conducted using a theory-driven approach, whereby pre-existing theoretical concepts provided the framework for organizing and interpreting the data. The analytical framework of this study is based on Alberto Melucci’s theory of new social movements, which emphasizes three levels of analysis: the nature of the movement, its organizational structure, and its goals. The analysis process was carried out in four stages: reconstructing Melucci’s theoretical framework; collecting data related to the movement; comparing the data with theoretical indicators; and analyzing the role of social media as an independent variable in relation to those indicators.
Results and Discussion: The findings indicate that Black Lives Matter exhibits many key features of new social movements as defined by Melucci. Its collective identity centers on the intrinsic value of Black lives, and social media has played a central role in accelerating this process. These platforms allow individuals to share personal experiences and engage with the movement through the #BlackLivesMatter hashtag, fostering widespread solidarity across diverse communities. Symbolic actions—such as kneeling during the national anthem and the global protests following George Floyd’s death—have also become central to the movement. Disseminated via social media, these acts have evolved into international symbols of resistance to racism and systemic injustice. Moreover, the movement’s decentralized, network-based structure—which grants autonomy to local chapters and facilitates digital activism without formal membership—aligns with Melucci’s model of non-hierarchical organization in new social movements. However, the role of social media also presents challenges that call for a reevaluation of Melucci’s theory. The horizontal nature of digital platforms can lead to message fragmentation and inconsistencies in collective identity. While the rapid pace of online discourse expands the reach of protests, it can also intensify cycles of activism and contribute to activist fatigue. Additionally, the movement’s reliance on private platforms such as Twitter and Facebook raises concerns about censorship, algorithmic bias, and data privacy—issues not addressed in Melucci’s original framework.
Conclusion: By integrating Melucci’s theoretical insights with the lived realities of the Black Lives Matter movement, this study demonstrates how social media can both strengthen and complicate the dynamics of new social movements. From rapidly fostering collective identity to broadening intersectional agendas, digital platforms have amplified the movement’s global resonance. At the same time, the speed and scale of online activism highlight the need to revisit and revise Melucci’s concepts. The findings suggest that future research should adapt Melucci’s framework to address contemporary challenges such as platform governance, algorithmic amplification, and activist burnout in digital environments. Updating existing theoretical models in this way will enable scholars to more effectively analyze the evolving nature of twenty-first-century social movements and their transformative potential.