Polarized social media collective action framing: The case of LGBTQ protests in a Muslim nation

This article selects #uninstallGojek, a protest directed toward a company whose one of the executive supports LGBTQ group, as a research locale. The protest, however, involves people with various stances: opposing LGBTQ groups, countering anti-LGBTQ groups, and neutral. Given the unique nature of the protest, this study attempts to explore the social media message framing employed by groups taking different stances in a social movement. Guided by the framework of social movement framing, this study found that each group utilizes different framing strategies to achieve their goal. Furthermore, there is a competing value that motivates the groups to engage in the protest. Other characteristics, such as the message sentiment and actors are also discussed.