#AFRINGEMINORITY: TIKTOK’S PLATFORM VERNACULAR AND FRAMING COLLECTIVE IDENTITY IN THE FREEDOM CONVOY PROTESTS*

Abstract

This study uses a qualitative thematic analysis drawn from 813 TikTok videos to examine how TikTok’s platform vernacular shapes the expression of collective identity vis-à-vis collective action frames. This work explores the contentious case of the Canadian far-right freedom convoy protests between January 29 and February 21, 2022. This study finds that freedom convoy supporters’ framing of collective identity relied upon antipathy toward state intervention and nationalistic pride that desired a return to “normal,” moralized in the name of “freedom.” Additionally, this work finds that this identity work was augmented through three key vernacular practices: alternative broadcasting, monologuing, and audio memes. These vernacular practices shaped supporters’ identity work, instructing how the movement was collectively rendered on TikTok. Overall, this work contributes to our understanding of how social movements’ identity work practices are inextricably bounded through TikTok’s unique communicative culture.