Hashtag Activism and the Eco-Social Transformation of Local Production in Georgia

Abstract

In the digital era, hashtag activism has emerged as a form of social mobilization that intertwines economic, cultural, and ecological
dimensions. This study examines the hashtag #იყიდექართული (#BuyGeorgian) as a local example through which digital solidarity,
agro-ecological awareness, and support for local production are formed. During the Covid-19 pandemic, the hashtag gained particular relevance as platforms such as Facebook and TikTok became digital spaces where citizens, small entrepreneurs, and organizations aligned around shared values-local products were increasingly perceived as sustainable and environmentally conscious choices.

The theoretical framework draws on Castells’ theory of the network society and Bennett and Segerberg’s logic of connective action, both of which help explain how individual digital practices become integrated into broader collective narratives. Methodologically, the study employs digital discourse and content analysis, alongside indepth interviews with small entrepreneurs whose responses illuminate the ecological, economic, and marketing-related significance of local production. The research also includes a selective analysis of social media posts tagged with #იყიდექართული, identifying key patterns and tendencies of hashtag-based practices.

The study aims to analyze how #იყიდექართული has evolved into a form of digital mobilization that simultaneously strengthens the local economy, fosters ecological responsibility, and generates new modes of collective action within social media environments.