ABSTRACT
The Marxist theorist Rosa Luxemburg believed in the revolutionary potential of mass strikes. The idea for the march was spawned on Reddit immediately following the Women's March on January 21, 2017, the day after Trump's inauguration. Every opportunity for engagement will not lead to the kind of commitment that can bring about real change. Framing is part of the process by which a collective imagination is created. As the sociologist Doug McAdam notes, framing is "the conscious, strategic efforts by groups of people to fashion shared understanding of the world and of themselves that legitimate and motivate collective action". With multiple groups competing for members and using the same online tools for mobilization and organizing, what strategies and efforts are likely to be successful in actually changing policy? There is limited evidence that social media campaigns can bring about significant social change.
