“…Traditional institutions, such as schools and churches, help create connections between new and established residents, but they are often insufficient. In such contexts, social media can bridge the relational gap between different groups of residents outraged by a disturbance to their rural way of life (Bennett and Segerberg 2013; Stern and Adams 2010; Tufekçi 2017).Rural residents' use of social media is slightly lower compared with suburban or urban residents (58 % vs 64 % of urban residents and 68 % of suburban residents) (Perrin 2015:9), but rural residents, particularly the middle class and those participating in local events, use the Internet to learn and engage with local groups and political events(Stern and Adams 2010:1408).Social media technologies enhance, build, and maintain bridging and bonding social networks(Tiwari, Lane, and Alam 2019), facilitating the creation of collective movements(Lundgren and Johansson 2017). The sharing of cultural frames across social and spatial divides through social media platforms further enables the expansion of mobilizations(Bennett and Segerberg 2013).…”