Code Pink: Leverage Social Media Platforms to Bypass Traditional Media Gatekeepers and Construct Alternative Public Narratives

The contemporary media landscape has sustained a substantial transformation with the rise of AI-driven algorithmic platforms that enable activist organizations to produce and disseminate their own forms of political communication and campaigns. This study examines the YouTube channel of Code Pink, a prominent U.S.-based anti-war and social justice organization, to explore how activist media practices intersect with contemporary forms of journalism. Over a one-month period, video transcripts from the organization’s YouTube channel were analyzed using NVivo 15, employing a hybrid qualitative approach that combined inductive and deductive coding. Deductive codes were informed by sustained observation of the channel over one year (short and long videos on YouTube, TikTok, and X), supplemented by engagement with relevant news coverage, while inductive coding followed grounded theory principles, allowing themes to emerge directly from the transcripts. Large Language Models (LLMs) were employed as exploratory analytic tools to support AI-assisted qualitative analysis, complementing manual coding processes. The analysis focuses on how Code Pink frames political events and U.S. foreign policy through confrontational interviews, protest documentation, and the dissemination of commentary to online audiences. Findings suggest that the organization’s video content operates simultaneously as political activism, protest performance, and quasi-journalistic reporting. Activists frequently adopt journalistic techniques—including interviewing political figures, providing on-the-ground commentary, and framing narratives around public accountability—while also advancing explicit ideological positions that challenge dominant media narratives. The study highlights how platform-based activist media blurs the boundaries between journalism, advocacy, and political performance, contributing to the construction of alternative public narratives in the digital age.