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Abstract
On October 15, 2017, the #MeToo hashtag went viral and started a social movement to end gender-based violence, primarily in the workplace. This thesis highlights three pivotal flashpoints in the first year of #MeToo in order to explain the different rhetorical maneuvers used by social movements that emerge and sustain a primarily online movement. Each chapter surveys theories of online activism and movements and then explores their potential and limits through the #MeToo case study.