#WeAreBeneficiaries: Contesting Poverty Stigma Through Social Media

Showcasing stories of welfare beneficiaries in their own words, a recent Aotearoa (New Zealand)-based campaign called “We Are Beneficiaries” used social media to create a space of contestation to the widespread stigmatisation of poverty. While existing literature strongly emphasises the role played by traditional media in constructing and reinforcing stigma, and has more recently begun to explore resistance and contestation, relatively few accounts address efforts, like the We Are Beneficiaries campaign, that seek to destigmatise poverty stigma via social media. Accordingly, this paper argues that social media can serve as a counterpublic space for the destigmatisation of poverty. By discussing how the We Are Beneficiaries campaign refuted stigmatising narratives, critiqued institutions and sought to build solidarity among and with welfare beneficiaries, the paper draws attention to the potential of social media in the development of counterdiscourses as well as new political identities and claims-making.