The Mobilizing Power of Visual Media Across Stages of Social-Mediated Protests

The popularity of camera phones, the availability of photo-editing apps, and the rise of visually oriented social media platforms have made it convenient for citizens to produce and circulate visual content in contentious politics. While scholars have increasingly recognized the role of visuals in mobilizing social-mediated protests, how different types of visuals affect message engagement across different stages of protests remains underexplored. For this study, we analyzed approximately ten million tweets from Twitter for three social-mediated protests (Black Lives Matter, Stop Asian Hate, and Women's March). We found that posts with images and videos generally attracted more audience engagement than their textual counterparts. Unpacking the role of visual media across different modalities and stages of social-mediated protests, we found that the superior effects of visuals were generally more pronounced during the ignition phase of the protest than the periods before and after. By applying unsupervised image clustering on millions of protest visuals, we systematically established four common visual content categories: crowd-based protest photos, non-crowd-protest human photos, non-human photos, and non-photograph visuals. We revealed heterogeneous effects on audience engagement across content categories and protests, and explored these categories through qualitative analysis of most-engaged visuals. These findings enrich our understanding of the mobilizing power of visual media in social movements and shed light on effective communication strategies regarding social inequalities.