Ideological Contestation on Twitter Over Diversity: Constructions of Diversity as Clashing Projects

Abstract

The problematic of diversity today circulates a discourse on human differences and similarities which is also taken up by actors with controversial political agendas, notably right-wing populist and neoconservative movements. Focusing on contestation over the meaning of “diversity” by lay actors in social media, we suggest here that different constructions of diversity may be seen as clashing projects largely shaping each other through their emphasis on differences or similarities among people. In a qualitative analysis on the tweets mentioning diversity in Greek over a year, constructions of diversity were mirror images of each other across two independent ideological tensions, with distinct social stakes. Individualist constructions of diversity praising individuals' differences clashed over the legitimation of power with majoritarianist constructions emphasizing social homogeneity, and universalist constructions of diversity advocating the fundamental similarities of individuals clashed over the legitimation of social identities with particularist constructions praising cultural differences. Those constructions converse with basic social psychological models of diversity, suggesting that the emphasis on difference or similarity across people may stem from a dynamic context of political confrontation. The findings also suggest that right-wing populist representations may be channeled by the content of contestation and the positions held by the other side.