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#TakeAction: Amnesty International’s Twitter Communications During the 2017 Refugee Crisis

  • Author / Creator
    Goorimoorthee, Tejasvi
  • This thesis analyzes a compilation of tweets from a specific digital social movement, Amnesty International’s #TakeAction. This campaign was a strategy from the humanitarian organization to transform the refugee crisis from a global into a personal concern for millions of people. The main observation period was from Tuesday 31st January through to February 3rd 2017 because this is the time period when Ogilvy UK and Amnesty International ran the #TakeAction campaign. The campaign itself focused mostly on personal experience which is why this thesis revolves around the two main concepts namely, credibility and affect. Credibility with reference to the information presented to the Twitter users and in terms of the trustworthiness and influence that celebrities have on people during social movements. As for affect, it is essentially regarding the underlying feelings and opinions of the users during the #TakeAction campaign. A frequency analysis, together with a modality and evaluative analyses of the collected data reveal how the different words used by the users helped in determining the latter’s attitudes during the campaign. The tweeters’ attitudes towards the refugee crisis also positively influenced their credibility evaluations. I also argue the importance of Twitter as a rhetorical tool for activist communication and the results helped me understand the meanings behind the communications between Amnesty International, the Twitter users and the refugees from different parts of the world.

  • Subjects / Keywords
  • Graduation date
    Fall 2020
  • Type of Item
    Thesis
  • Degree
    Master of Arts
  • DOI
    https://doi.org/10.7939/r3-kvwp-9w24
  • License
    Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of these terms. The author reserves all other publication and other rights in association with the copyright in the thesis and, except as herein before provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.