From scrolling to solidarity

The rise of the #StopAsianHate movement on platforms like TikTok offers a critical case for examining the dynamics of contemporary digital activism. This dissertation investigates the communicative architecture and persuasive impact of this movement through a two-part quantitative study. Study 1used a quantitative content analysis to analyze the most-liked #StopAsianHate TikTok videos (N = 370), identified the video theme associated with high user engagement. Results revealed that videos featuring advocacy & activism theme, educational theme, and explicit calls to action (CTAs) received significantly more likes, shares, and comments.