The Importance Of Digital Activism And Social Media Campaigns

1414 Words 6 Pages
Title of Project:
Where does New Zealand media content come from? The circulation of social media campaigns and online activism of #BringBackOurGirls into New Zealand media online channels.

Statement of purpose (or problem statement):
Social networks and the rise of social media campaigns continue to dominate mainstream media. Their aim to network, communicate and persuade a large global audience has evolved into a powerful medium (Kim, 2014). The driving force behind a social media campaign now resonates in the power and participation of digital activism (Hill, 2013). Of particular concern is the circulation of the hashtag #BringBackOurGirls, as a key influencer in the spread of a single social media campaign not only on an international
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With 91% of New Zealanders accessing the Web, and of these 57% are active on social media, the need to understand the influence and impact of these technologies is vital (Traverse, 2015).
Investigations into digital activism and social media campaigns are an emerging field of research, where there is intensive room for further analysis. With the use of comparison studies and being able to research into the #BringBackOurGirls campaign, it enables individuals or organisations the chance to see the impact and influence of social media usage. This information could become critical in terms of whether it be used as a campaign tactic or strategy for future success and implementation.
A lack of research materials into New Zealand social media campaigns is prevalent, thus the proposed questions are relevant for the foundations of future research. It will provide analysis on the strength of digital activism with specific attention to a New Zealand context and provide an insight into the communication patterns across the internet and the social media
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This will be used to identify and analyze content of specific messages and comments posted through the numerous media channels, and focus on the hashtag (#) characteristic embedded in the texts (Beisembayeva, Papoutsaki, Kolesvoa, & Kulikova, 2013). The attention will focus around the quanitative content and quantity of messages, rather then the meaning associated with #BringBackOurGirls, to provide an analysis on the populairty of this social media campaign. Hypertexts will refer to written, audio, video and photographs about the #BringBackOurGirls campaign posted through the three proposal

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