Abstract Purpose This study investigates how Chinese American communities responded to heightened racial discrimination during the COVID-19 pandemic by utilizing social media platforms to safeguard their civil rights, articulate collective concerns, and mobilize resistance against racial aggression. Methodology Through qualitative case study analysis, the research examines the social media activities of six advocacy organizations, including three X accounts (WashTheHate, Chinese for Affirmative Action, Asian Americans Advancing Justice) and three Instagram accounts (Stop AAPI Hate, Stop Asian Hate, Advancing Justice: AAJC). The analysis focuses on the content strategies and communication mechanisms employed to counteract racial hostility. Findings The selected organizations used social media to build coalitions, amplify marginalized voices, and initiate public advocacy through event campaigns, political participation, and media collaboration. Visual narratives on Instagram and real-time discourse on X offered distinct but complementary functions in the broader anti-racism movement. Compared with traditional media, social media created space for more inclusive and community-driven engagement. Practical implications The study provides reference for minority advocacy groups on how to effectively employ social media to combat discrimination, mobilize public support, and foster digital solidarity in times of crisis. Social implications The research underscores the role of grassroots digital mobilization in confronting systemic racism, strengthening multiracial alliances, and reinforcing democratic participation by historically marginalized groups. Originality/value Departing from existing studies that focus on media representation of Chinese Americans, this study highlights the proactive agency of Chinese American communities in using social media as a tool for rights defense, public engagement, and narrative reconstruction during a period of political and social tension.
Lu et al. (Thu,) studied this question.