Political hashtag publics and counter-visuality: a case study of #fertilityday in Italy

Abstract

In 2016 the Italian health ministry launched the ‘Fertility Day’ campaign, aimed at tackling Italy’s low birth rate. Under the accusation of delivering sexist and racist messages, the campaign became a trending topic on Twitter, and a protest was launched to be held during Fertility Day. By applying a combination of digital methods and visual content analysis to the #fertilityday Twitter stream, this paper contributes to existing research on the deliberative strength of political hashtag publics, with a particular focus on their power structures, communication patterns and visual content use. Findings on gatekeeping dynamics downsize optimistic views on the democratising potential of Twitter’s socio-technical infrastructure as they point to the emergence of online satirical media and ‘tweetstars’ – along with mainstream news media– as main producers of spreadable content, with ordinary users only surfacing when traditional media elites and new satirical actors lack or lose interest in the debate. Results confirm that political hashtag publics follow acute event communication patterns, with users highly engaged in retweeting and referencing external material and visual content playing a key role in these gatewatching practices. The transient counter-visuality – or critical stance – of tweets with user-manipulated images, however, also suggests that the deliberative potential of these publics is not easily sustainable over time