Online feminist protest against sexism: the German language hashtag #aufschrei
Abstract Twitter is becoming a discursive but also contested space for articulations of feminist protest. A hashtag that collected experiences with everyday sexism in the German speaking world was #aufschrei, which became the 2013 hashtag of the year. In exploring the role of online feminist protest in the construction of alternative meanings, this paper draws on theories of the public sphere. Specifically, we build upon a communication studies model that refers to mutually permeating spheres of discourse in three layers, the simple, intermediate, and complex, each of which exhibits its own communication forms and forums. The methodology includes both a quantitative and a qualitative content analysis of #aufschrei tweets and of feminist blogs in order to comprehend argumentation patterns and networking practices. We argue that Twitter adopts the function of a simple public, where values and norms are negotiated at an everyday level. Feminist blogs create an intermediate public, in that they generalize experiences and are oriented towards networking. However, the persistent number of anti feminist and sexist messages on Twitter likewise shows that online debates on gender topics have been increasingly infiltrated by these positions. Against this backdrop, in the conclusion, we discuss the feminist activist potential of #aufschrei.