Social and Behavioral Sciences Commons^™

Sealds: A Quantitative Content Analysis Of #Donttrashyourvote On Twitter, Viviek Patel

Honors Theses

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 …