Mapping an Emerging Hashtag Ecosystem: Connective Action and Interpretive Frames in the Swedish #MeToo Movement

When #MeToo reached Sweden in the fall of 2017, it gave rise to nearly 80 industry-specific petitions that demanded a stop to sexual misconduct in the workplace, some with their own hashtags. This article examines the discourse of #MeToo on Twitter in Sweden in relation to these petition hashtags. Focusing on how #MeToo, petition hashtags, and other hashtags are co-articulated in Tweets, it maps the emergent network of hashtags using SNA and explores the resulting interpretative frames using discourse analysis. By co-articulating the MeToo and petition hashtags with hashtags related to Swedish politics and feminism, and by utilising the @-mention function to call out responsible politicians and industry executives, Twitter users extended the initial #MeToo frame beyond individualised problems and solutions common in connective action networks. We suggest that Twitter users utilise platform affordances to perform framing work in relation to political hashtags, not unlike framing work performed in traditional social movements.