Goya Boycott: A Protest in Affinity Space

Many Goya Foods consumers utilized the digital sphere to express outrage and called for a boycott through the hashtag #BoycottGoya. The analysis of 64,000 tweets using hashtags revealed significant digital expression responding to the Goya CEO’s political speech. The presentation is on the differences in online political narratives around boycott tweets using mixed-methods sentiment analysis; using feminist digital geographies framework to analyze how engagement with online affinity spaces and digital mediations of everyday life may transform gendered power relations in economic, social, and political contexts. This critical structure concerns how affinity space-held discourses reproduce divisive socio-spatial politics, such as criminalizing and stigmatizing racialized and impoverished bodies and places.