Does “Social” Mean “Public”?

Abstract

The article presents an analysis of the use of Facebook on the over 400-day-long anti-fracking protest by farmers in the village of Żurawlów in Poland against the global corporation Chevron. Analysis of this case study was used to discuss the deliberative potential of social media and their power in countering hegemonic discourse and providing visibility in the public sphere to actors and arguments marginalized or excluded by the traditional media. The results discuss Facebook's potential for mobilizing and providing identity while emphasizing the problem of visibility in the public sphere, which was key to the inclusion of discourse in public debate. Harnessing emotions and legitimizing minority interests helped create counter-power, while polarization and “homophile acts” against deliberation geared toward arriving at an agreement.