SVELCH, J. and STETKA, V., 2016. The coup that flopped: Facebook as a platform for emotional protest. First Monday, 21 (1), doi: 10.5210/fm.v21i1.6333.
This paper develops the idea that recent "networked" social movements are driven by emotions and provides an analysis of the role of emotions in movement mobilization. The case study focuses on the 2013 protests against a "coup" within the Czech Social Democratic Party. The protests had an immediate impact, resulting in a series of demonstrations, mainstream media attention and a successful overturning of the "coup". The movement's Facebook page served as an important catalyst for the protest. We argue that the movement's success can be explained by its emphasis on perceived issues of morality. As people tend to gather on Facebook to express their feelings, social media become a primary conduit for emotional protest, which can be subsequently taken to the streets.
This research was supported by the Czech Science Foundation (GAČR), Standard Grant number 14–05575S — “The role of social media in the transformation of political communication and citizen participation in the Czech Republic”.