In 2020, the activist movement @sleeping_giants_pt (SGB) made a splash in Brazil. Similar to its international counterparts, the movement carried "campaigns" against media outlets spreading misinformation. In those, SGB targeted companies whose ads were shown in these outlets, publicly asking them to remove the ads. In this work, we present a careful characterization of SGB's activism model, analyzing the three campaigns carried by the movement up to September 2020. We study how successful its complaints were and what factors are associated with their success, how attention towards the targeted media outlets progressed, and how online interactions with the companies were impacted after they were targeted. Leveraging an annotated corpus of SGB's tweets as well as other data from Twitter and Google Search, we show that SGB's "campaigns" were largely successful: over 86\% of companies (n=161) responded positively to SGB's requests, and, for those that responded, we find user pressure to be negatively correlated with the time companies take to answer ($r$=-0.67; $p$<0.001). Finally, we find that, although changes in the interactions with companies were transient, the impact in targeted media outlets endured: all three outlets experienced a significant decrease in engagement on Twitter and search volume on Google following the start of SGB's campaigns. Overall, our work suggests that internet-based activism can leverage the transient attention it captures towards concrete goals to have a long-lasting impact.
翻译:2020年,积极分子运动@sleeping_giants_pt(SGB)在巴西掀起一阵子。类似于国际对口运动,该运动针对媒体传播错误信息,开展“运动”反对媒体传播错误信息。在这些运动中,SGB广告针对在这些媒体上刊登广告的公司,公开要求他们删除广告。在这项工作中,我们对SGB活动模式作了仔细描述,分析了截至2020年9月该运动开展的三项运动,分析了该运动到2020年9月为止的三项运动。我们研究了该运动的投诉成功与否,与这些运动的成功相关联的因素,对目标媒体的注意力如何取得进展,与这些公司的长期在线互动在它们成为目标后如何受到影响。最后,我们利用一组附加注释的SGB推特推特和Google搜索中的其他数据,我们展示了SGB的“运动”大体上很成功:超过86 ⁇ (n=161)个公司对SGB活动请求作出了积极回应,对截至2020年9月为止的三次运动作出了积极反应。我们发现,用户压力与公司答复的时间($0.67;$<0.001}在它们成为目标目标之后,与公司在互联网上的互动如何影响。 最后,我们发现,在Twi网站所有目标上,在持续的媒体运动中经历了中,在持续影响上的变化显示,在搜索中,在TBebalal 上的所有媒体上都显示了显著影响。