Social media utilization in discourse coalitions: The opt-out movement in Ohio

Abstract

Background: While journalists claim social media platforms like Facebook and Twitter have been central to the growth of the opt-out movement, there is a lack of empirical research that examines its use by participants. We address this gap by highlighting findings related to the usage of social media by opt-out participants in Ohio. Purpose: This study examines how the ideologically diverse participants in the Ohio opt-out movement utilized social media to support their activism. Subjects: 183 Ohioans who opted their child(ren) out during the 2014-15 academic year completed a survey about their reasons for opting out. Fifteen of the survey respondents were also interviewed. Research Design: This mixed methods study uses both survey data and qualitative interviews as sources of evidence. Results: The findings show participants utilized social media for networking, knowledge acquisition, knowledge mobilization, and support. Social media was a valuable tool for coordinating the efforts of participants. Conclusions: This study demonstrates how social media supported the development of a discourse coalition by enabling connections among actors with diverse political and philosophical beliefs and extending valuable networking opportunities across district and state lines.