Media and YouTube appeal in social movement mobilization: The case of anti-tourism incident

Abstract

Spain has become the second most popular destination in the world, and the city of Barcelona has experienced several incidents characterized by anti-tourism sentiment. One of them was the ‘tourist go home’ movement, which attracted interest throughout the world. In this study, quantitative and empirical approaches were used to collect and analyzed the sample. The analyses were conducted focusing on specific characteristics of YouTube videos. This research highlights the dynamic of a brand-new “anti-tourist” emotion and movement, which is linked to mass tourism and to renting platforms such as Airbnb. Additionally, the conducted study tried to analyze this new social phenomenon, paying simultaneous attention to the YouTube platform as a propaganda tool and the use of hate speech as a weapon against individuals. Subsequently, it is believed that the examined issue influences social media companies, social movements, the tourism industry, journalists, state, and non-state actors.