Protesting the Singapore government: The role of collective action frames in social media mobilization.

This study engages collective action framing theory to examine the strategies employed by Singaporeans, rarely seen on the front lines of politics, on social media to organize a protest against the government’s immigration policy. It addresses critical and theoretical questions on the formation and dynamics of collective action frames on social media, and the implications for social movements. An analysis of 1805 posts and comments on blogs and Facebook leading up to the May 1, 2013 protest reveals that while organizers and protestors resonated in their development of diagnostic, prognostic and motivational frames, they placed different emphasis on the frames. This variable use of frames helps explain that while the protest was successful in mobilizing thousands to the outdoor site, it was not able to sustain the movement demanding immigration reform. [ABSTRACT FROM AUTHOR]