From women for women: The role of social media in online nonprofit activities during Wuhan lockdown

Research question

How can social media support spontaneous nonprofit activity when urgent needs are not being adequately recognized or met? The study follows Sisters-Fight-Epidemic, a volunteer initiative supporting female frontline medical workers during the Wuhan lockdown.

Evidence and approach

The case analysis combines qualitative content analysis and LDA topic modeling of 305 Weibo posts and articles from 7 February to 15 March 2020, alongside sentiment analysis of advocacy posts. It traces how the initiative communicated needs, organized contributions, and reported its activities.

What the study finds

• Advocacy brought overlooked needs into view. Posts highlighted female medical workers' hygiene needs and called for donations, connecting a gender-specific concern with emergency assistance.
• Social media supported organization as well as communication. The initiative connected volunteers, medical workers, manufacturers, and donors to match needs with resources and coordinate assistance.
• Public reporting made activities visible. Updates disclosed procurement, logistics, and implementation, while other posts thanked manufacturers and continued advocacy for female workers' welfare.

Why it matters

The case extends the discussion of social media in nonprofit activity beyond outreach and fundraising. It shows how identifying needs, mobilizing participants, coordinating resources, and reporting progress can be connected through a platform by an emergent volunteer initiative.

The findings describe one initiative in an exceptional emergency. They illustrate an organizing process, rather than demonstrate that online initiatives outperform established nonprofit organizations.