The increasing presence of online communities in crisis situations: A case study of Reddit during the GameStop stock crisis
Authors
Beian, Alexandru-Valentin ; Durdeu, Diana-Andra
Term
4. term
Publication year
2021
Abstract
Denne afhandling undersøger, hvordan onlinefællesskaber mobiliserer i krisesituationer, med en casestudie af Reddit-fællesskabet r/wallstreetbets under GameStop-aktiekrisen (GME) i januar 2021. Med en multivokal tilgang baseret på Rhetorical Arena Theory belyser vi, hvilke faktorer der gjorde det muligt for fællesskabet at koordinere handling og fastholde indflydelse gennem krisen. Studiet kombinerer analyse på makro- og mikroniveau: kortlægning af tidslinje, aktører og interaktionsmønstre omkring krisen samt næranalyse af kommunikationen i fællesskabet og mellem fællesskabet og hedgefonde. Metodisk anvendes netnografi og diskursanalyse af internetkilder, herunder nyhedsmedier og indhold fra Reddit, for at observere digitale interaktioner. Resultaterne peger på to centrale forhold: en kontekst, der gjorde det muligt for medlemmerne tidligt at indlede og dominere den retoriske arena, mens organisationerne undervurderede truslen og overlod det kommunikative initiativ; samt særlige træk ved Reddits platform og sociale relationer, som fremmede samlet handling. Konklusionen er, at organisationer bør tage onlinefællesskabers voksende rolle alvorligt i kriser og indarbejde disse stemmer i deres responsstrategier.
This thesis examines how online communities mobilize in crisis situations through a case study of Reddit’s r/wallstreetbets during the January 2021 GameStop (GME) stock episode. Using a multi-vocal lens grounded in Rhetorical Arena Theory, the study explores which factors enabled the Reddit community to coordinate action and sustain influence throughout the crisis. The research combines macro- and micro-level analysis: mapping the timeline, actors, and interaction patterns around the crisis, and closely analyzing communication within the community and between community members and hedge funds. Methodologically, it employs netnography and discourse analysis of web sources, including news sites and Reddit content, to observe digital interactions. The findings highlight two enabling conditions: a context that allowed community members to initiate and occupy the rhetorical arena early while organizations underestimated the threat and ceded communicative initiative; and specific features of Reddit’s platform and social relations that fostered unified action. The study concludes that organizations should account for the expanding role of online communities when planning crisis response strategies.
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