What does it mean to be local? Behavioral dissonance: local/global

I can't help myself but ponder deeply about the definition of being local after following few posts in this thread: https://twitter.com/hashtag/VocalForLocal?src=hashtag_click

While the pandemic has globally stoked a sentiment to support local products, the very voices supporting them seem to be using platforms built for a globalized world. I can't come to terms with this behavioral dissonance where global platforms like twitter are used to post harsh comments on multi national companies and their products. Where are we headed? What does this behavior mean? What is a healthy way to support local products?