Sharing #MeToo on Twitter: incidents, coping responses, and social reactions

• Date: 12 March 2019
• Pages: 87-100
• Published date: 12 March 2019
• DOI: https://doi.org/10.1108/EDI-09-2018-0161
• Author: Kimberly T. Schneider,Nathan J. Carpenter
• Subject Matter: Hr & organizational behaviour,Employment law

Sharing #MeToo on Twitter:

incidents, coping responses, and

social reactions

Kimberly T. Schneider

Department of Psychology, Illinois State University, Normal, Illinois, USA, and

Nathan J. Carpenter

School of Communication, Illinois State University, Normal, Illinois, USA

Abstract

Purpose –The purpose of this paper is to examine 2,102 #MeToo tweets and focuses on the content of the

tweets and social reactions to these tweets. For a subsample of 912 tweets that included disclosuresof sexual

assault or harassment, the incident type and context, along with coping were also examined.

Design/methodology/approach –#MeToo tweets were retrieved from a 24 h time period immediately

after the initial tweet p rompting responses. Bo th sentiment analysis and content and contex t analyses

were performed.

Findings –Although the overall sentiment of tweets indicated a negative tone, the majority of positive social

reactions indicated validation and belief of survivors, offered emotional support and called for social change.

Targets who disclosed generally described workplace harassment and assertive coping responses.

Research limitations/implications –Sentiment analysis can be limited given a lack of context. Not all

targets using #MeToo shared details of their harassment or assault; those who did reported using more

assertive coping responses than traditional samples of survivors.

Practical implications –Social media platforms offer unique opportunities for targets to share personal

stories and receive emotional and social support they may not have access in-person.

Social implications –#MeToo provided targets with a groundswell of social and emotional support, along

with a less frequent amount of backlash against the movement.

Originality/value –A multimethod approach was used with both sentiment analysis and text coding

to examine #MeToo, allowi ng for a description of t ypes of incidents share d, coping strategies and

social reactions.

Keywords Disclosure, Harassment

Paper type Research paper

Recent activism and solidarity among targets of sexual harassment and assault have

centered largely on social media posts that allow targets to describe their experiences and

interact with a large audience. We focus in the current study on the incidents disclosed by

survivors of harassment and assault using #MeToo and we examine the social reactions

of others to #MeToo. W ith the increase d use and reach of socia l media, it is import ant to

recognize that these platforms are being used to disclose harassment and assault, and

survivors should be aware of the range of social reactions they may encounter online.

Social media represents an outlet that can expand one’s support networks as well as invite

backlash. We conducted both descriptive and comparative analyses of the content and

sentiment of #MeToo tweets as well as analyses of coping strategies referenced by

survivors. #MeToo is a global movement that encourages survivors to publicly express

solidarity based on their own experiences; these tweets may be relatively more inclusive in

terms of content than those obtained via convenience surveys or those resulting from

targeted campus or workplace surveys that focus on only one setting or specific

behaviors. The primary goals of this study were to understand the nature of coping

mechanisms, types of sentiment expressed, and their links with types of harassment and

assault incidents disclosed using #MeToo.

Equality, Diversity and Inclusion:

An International Journal

Vol. 39 No. 1, 2020

pp. 87-100

© Emerald PublishingLimited

2040-7149

DOI 10.1108/EDI-09-2018-0161

Received 7 September 2018

Revised 13 November 2018

18 December 2018

5 February 2019

Accepted 10 February 2019

The current issue and full text archive of this journal is available on Emerald Insight at:

www.emeraldinsight.com/2040-7149.htm

87

Sharing

#MeToo on

Twitter