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However, it showed limited success in the Japanese Twittersphere and instead inspired local initiatives such as #WeToo and #Furaw\u0101demo (\u201cflower demo\u201d). To understand this reformulation, we analyzed 15 interviews with Japanese social media users and 119 Japanese newspaper articles. The results corroborate the framework we label VTM (values, topics, media), suggesting that an intersection between perceived Japanese values, the topic\u2019s gendered and sexual nature, and media affordances explain the movement\u2019s local development. While perceived Japanese values clash against those associated with #MeToo, new formulations \u201csoften\u201d the protest by blending in values such as reserve and harmony. Overall, we show how perceptions of popular values rather than values as essential orientations shape activism. Finally, we discuss the study\u2019s implications for understanding cultural variance in cyberactivism, highlighting how divergent notions of \u201csafe space\u201d shape such movements.<\/jats:p>","DOI":"10.1177\/14614448231153571","type":"journal-article","created":{"date-parts":[[2023,3,4]],"date-time":"2023-03-04T00:58:13Z","timestamp":1677891493000},"page":"6462-6486","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":10,"title":["Hashtag activism found in translation: Unpacking the reformulation of #MeToo in Japan"],"prefix":"10.1177","volume":"26","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6925-7993","authenticated-orcid":false,"given":"Saki","family":"Mizoroki","sequence":"first","affiliation":[{"name":"The Hebrew University of Jerusalem, Israel; The University of Tokyo, Japan"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2616-9491","authenticated-orcid":false,"given":"Limor","family":"Shifman","sequence":"additional","affiliation":[{"name":"The Hebrew University of Jerusalem, Israel"}]},{"given":"Kaori","family":"Hayashi","sequence":"additional","affiliation":[{"name":"The University of Tokyo, Japan"}]}],"member":"179","published-online":{"date-parts":[[2023,3,3]]},"reference":[{"key":"bibr1-14614448231153571","volume-title":"Seken Towa Nanika","author":"Abe K","year":"1995"},{"key":"bibr2-14614448231153571","doi-asserted-by":"publisher","DOI":"10.7903\/ijecs.989"},{"key":"bibr3-14614448231153571","unstructured":"Anderson M, Toor S (2018) How social media users have discussed sexual harassment since #MeToo went viral. 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