Since implementing digital subscriptions in 2011, The New York Times (NYT) has gradually transitioned from a traditional newspaper business into a digital business capable of creating an interactive news experience that is responsive to trends on social media. As a result, users on social media have increased access to influencing the institutional public sphere. This paper proposes that the viral #MeToo Movement, that has dominated the media since October 5, 2017, provides a case study for the first mass social media movement that is organized and sustained by news media coverage. This is presented as a likely emerging trend and is viewed as potentially problematic because users on social media platforms are motivated by a mix of ambiguous pursuits including: transgressive entertainment, sinister manipulation and sincere political engagement. In recognition of the growing potency of social media platforms, it is recommended that an “official” social media communication platform that requires a verified registration process is implemented to create a clear demarcation between portals used for civic engagement and entertainment purposes
