Beyond hierarchies: Emotional engagement and reimagined leadership in online social movements

This study delves into the intricate relationship between leadership and followership within the context of online social movements, aligning with the Critical Leadership Studies (CLS) framework. In an era dominated by digital communication, social media platforms offer a unique vantage point to re-examine the pivotal, yet often overlooked, role of power in shaping leader-follower interactions. Through meticulous textual analysis, the research uncovers key themes such as the co-construction of leadership and the emergence of partnership relationships, both of which are facilitated by emotional engagement and projection. The findings illuminate a dialectical perspective on how leadership is collectively enacted in virtual spaces, challenging traditional notions of hierarchical authority. This work not only enriches the discourse on the meaning-making processes inherent in leadership but also highlights the broader implications for followership empowerment in the social media landscape.