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From "thoughts and prayers" to change in structural layers? En kvalitativ fallstudie om aktivismen som följde skolskjutningen i Parkland, Florida, USA.

Åström, Linda LU and Svensson, Emma (2018) SKOK11 20181
Department of Strategic Communication
Abstract (Swedish)
Studiens syfte är att analysera och förstå hur överlevande ungdomar från skolskjutningen i Parkland, Florida, 14 februari 2018, använder strategisk kommunikation i sin aktivism i försök att förändra samhälleliga strukturer kring den amerikanska vapenlagstiftningen. Ungdomarna startade rörelsen ”Never Again” vars kommunikativa strategier och retoriska medel studeras under tidsperioden 14/2 – 24/2 2018. Studien är en kvalitativ fallstudie med netnografi och retorikanalys som analysmetoder. Studiens empiriska material består av tweets från fyra ungdomars Twitterkonton samt nyhetsartiklar från tre engelskspråkiga nyhetskällor. Empirin analyseras abduktivt genom ett teoretiskt ramverk bestående av resonemang kring begreppet digital aktivism... (More)
Studiens syfte är att analysera och förstå hur överlevande ungdomar från skolskjutningen i Parkland, Florida, 14 februari 2018, använder strategisk kommunikation i sin aktivism i försök att förändra samhälleliga strukturer kring den amerikanska vapenlagstiftningen. Ungdomarna startade rörelsen ”Never Again” vars kommunikativa strategier och retoriska medel studeras under tidsperioden 14/2 – 24/2 2018. Studien är en kvalitativ fallstudie med netnografi och retorikanalys som analysmetoder. Studiens empiriska material består av tweets från fyra ungdomars Twitterkonton samt nyhetsartiklar från tre engelskspråkiga nyhetskällor. Empirin analyseras abduktivt genom ett teoretiskt ramverk bestående av resonemang kring begreppet digital aktivism samt hur det kan förstås utifrån relevanta teorier för fallet, däribland struktureringsteorin, opinionsbildning, det hybrida mediesamhället, den sociala medielogiken samt retoriska motståndsstrategier. Analysens resultat visar att Never Again-rörelsen utmanar maktstrukturer genom kommunikativa strategier och retoriska medel, vilka syftar till att utnyttja det hybrida mediesystemet, åberopa demokratiskt ansvar, bygga legitimitet och trovärdighet samt utmåla NRA som gemensam fiende. Kommunikationen anpassas efter kontextuella faktorer och tajming, vilket skapar opinionsbildning som stärker rörelsens makt och leder till en position som drivande aktör i vapenlagsdebatten. Då aktivismen får stort medhåll av allmänheten samt påverkar politik, traditionella medier och företag, kan en början till strukturell förändring tydas kring den amerikanska vapenlagstiftningen. (Less)
Abstract
The aim of this study is to analyze and understand how young victims from the school shooting in Parkland, Florida, February 14, 2018, use strategic communication in an attempt to change social structures regarding American gun laws. The young victims started the movement Never Again, whose communicative strategies and rhetorical tools during the time period 14/2 – 24/2 2018 will be studied in this thesis. Our study is a qualitative case study, using netnography and rhetorical analysis as research methods. The empirical material consisting of tweets from four victim’s Twitter-accounts and news articles from three news outlets has been analyzed using an abductive approach. The theoretical framework includes reasoning of the term digital... (More)
The aim of this study is to analyze and understand how young victims from the school shooting in Parkland, Florida, February 14, 2018, use strategic communication in an attempt to change social structures regarding American gun laws. The young victims started the movement Never Again, whose communicative strategies and rhetorical tools during the time period 14/2 – 24/2 2018 will be studied in this thesis. Our study is a qualitative case study, using netnography and rhetorical analysis as research methods. The empirical material consisting of tweets from four victim’s Twitter-accounts and news articles from three news outlets has been analyzed using an abductive approach. The theoretical framework includes reasoning of the term digital activism and how it can be understood using theories such as structuration theory, political communication, the hybrid media system, social media logic and rhetorical opposition strategies. The results show how the Never Again movement challenges power structures through strategic communication and rhetorical tools intending to make use of the hybrid media system, plead for democratic responsibility, build legitimacy and trust, and depict NRA as a mutual enemy. Through communication based on contextual factors and timing, the movement formed a strong opinion which strengthened their power and positioned them as a strong force in the gun law debate. The activism’s large following and impact on politics, traditional media and corporations indicates a beginning of a change in social structures regarding the American gun law legislation. (Less)
Please use this url to cite or link to this publication:
author
Åström, Linda LU and Svensson, Emma
supervisor
organization
course
SKOK11 20181
year
type
M2 - Bachelor Degree
subject
keywords
digital aktivism, strategisk kommunikation, Twitter, social rörelse, demokrati, makt, hybrida mediesystemet, struktureringsteorin, Never Again, Parkland shooting, NRA
language
Swedish
id
8946101
date added to LUP
2018-06-08 16:34:33
date last changed
2018-06-08 16:34:33
@misc{8946101,
  abstract     = {The aim of this study is to analyze and understand how young victims from the school shooting in Parkland, Florida, February 14, 2018, use strategic communication in an attempt to change social structures regarding American gun laws. The young victims started the movement Never Again, whose communicative strategies and rhetorical tools during the time period 14/2 – 24/2 2018 will be studied in this thesis. Our study is a qualitative case study, using netnography and rhetorical analysis as research methods. The empirical material consisting of tweets from four victim’s Twitter-accounts and news articles from three news outlets has been analyzed using an abductive approach. The theoretical framework includes reasoning of the term digital activism and how it can be understood using theories such as structuration theory, political communication, the hybrid media system, social media logic and rhetorical opposition strategies. The results show how the Never Again movement challenges power structures through strategic communication and rhetorical tools intending to make use of the hybrid media system, plead for democratic responsibility, build legitimacy and trust, and depict NRA as a mutual enemy. Through communication based on contextual factors and timing, the movement formed a strong opinion which strengthened their power and positioned them as a strong force in the gun law debate. The activism’s large following and impact on politics, traditional media and corporations indicates a beginning of a change in social structures regarding the American gun law legislation.},
  author       = {Åström, Linda and Svensson, Emma},
  keyword      = {digital aktivism,strategisk kommunikation,Twitter,social rörelse,demokrati,makt,hybrida mediesystemet,struktureringsteorin,Never Again,Parkland shooting,NRA},
  language     = {swe},
  note         = {Student Paper},
  title        = {From "thoughts and prayers" to change in structural layers? En kvalitativ fallstudie om aktivismen som följde skolskjutningen i Parkland, Florida, USA.},
  year         = {2018},
}