How Digitized Strategy Impacts Movement Outcomes: Social Media, Mobilizing, and Organizing in the 2018 Teachers’ Strikes

Explaining digital impacts on social movements requires moving beyond technological determinism by addressing two underdeveloped questions: How does political strategy shape the use of information and communication technologies (ICTs)? And how do divergent uses of ICTs influence movement outcomes? This study addresses these questions by examining the 2018 educator walkouts in Oklahoma and Arizona—statewide actions initiated through rank-and-file Facebook groups. To explain why the strike in Arizona was more effective than in Oklahoma, despite more auspicious conditions for success in the latter, this study shows that the impact of ICTs is mediated by leaders’ strategic choices. Whereas Oklahoma’s strike was marked by mobilization without organization—scaling up protest without an organizational foundation—Arizona used digital tools to build, rather than eschew, organization. Digital impacts further depend on the nature of the contentious performance itself, since the efficacy limitations of relying solely on ICTs are particularly pronounced for actions like strikes.