ABSTRACT
This chapter focuses on the mobilization of social movements via social media from a Critical Sensemaking perspective. Sensemaking is focused on and by extracted cues. The social element of sensemaking also brings considerable weight to bear on the process. 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. The formative context in which #MarchAgainstMonsanto exists is constrained by organizational rules. The centralized nature of the communication shows that the key message originates from one, or a very limited number of clusters through the organizing group, and then re-tweeted or shared throughout the network and out into other networked spaces. The message in broad range network is quite centralized, but the question of whether the related organization functions that way is another matter.
