Social Media, Organizational Identity and Public Relations

10 #MarchAgainstMonsanto – social movements, extracting cues and the ongoing nature of sensemaking

This chapter focuses on the mobilization of social movements via social media from a Critical Sensemaking perspective. The durability of these movements through social media and overtime highlight them as interesting forms of organizing and of sensemaking. In the example of one controversial social initiative, #MarchAgainstMonsanto, the organizational identity of a multinational corporation is challenged by an emerging identity constructed through social interaction. Of particular interest within this process is the crafting of narratives that construct meanings around engagement and enactment, while at the same time highlighting cues from a complex ...