Honors Theses

Date of Award

Summer 8-12-2020

Document Type

Undergraduate Thesis

Department

Croft Institute for International Studies

First Advisor

James Thomas

Second Advisor

Gang Guo

Third Advisor

Seung Cheol Lee

Relational Format

Dissertation/Thesis

Abstract

Public relations research has slowly integrated with the study of advocacy organizations, but little research has integrated this and social movements. Using the pyramid model of mobilization-driven relationship-building social media based advocacy, this study employed a quantitative content analysis to examine the prevalence of previously identified communicative functions in social media messages by SEALDs. Unlike previous research on advocacy and health organizations, action messages were the most common. This study also investigated the influence of message type on audience engagement through retweets. The results indicate that information tweets had the most retweets. This study also analyzed how social movements recruit new participants and deepen engagement within the movement.

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