Digital activism: How social media and dissensus inform theory and practice
Abstract Through thematic analysis of user-generated comments to posts on Chick-fil-A’s Facebook page, this article explores the postmodern concept of dissensus ( Lyotard, 1988 ) as an area for development in activist and social media research. This article examines which dissenting perspectives emerged, how dissensus was expressed, and the implications of this for practitioners and scholars. Several areas for embracing dissensus suggest how social media may impact public relations practice and theory.