Presenter: Andrew Rogers
Faculty Mentor: Dean Mundy, Kim Sheehan
Presentation Type: Poster 33
Primary Research Area: Social Science
Major: Journalism: Public Relations
Abstract: As social media activism continues to gain influence in today’s social, cultural, and political spheres, it has become relevant for public relations professionals and social media strategists to better understand the values, motivations, and attitudes of these activist users. This study examines how Twitter users who post, engage with, and participate in conversations regarding political and social issues (i.e. Twitter advocacy subcultures) interpret tweets sent by corporate Twitter accounts that contain activist-like messages. This study asks, “How do users in Twitter advocacy subcultures interpret and respond to corporate social responsibility messages?” and “How can brands better reach and engage Twitter advocacy subcultures?” To answer these questions, a survey concerning interpretation of corporate advocacy tweets was sent to students, student groups, staff, and faculty at the University of Oregon. This survey asked participants to examine screenshots of advocacy tweets posted by corporations and brands and answer questions about the tweet’s core message, intended goal, and overall effectiveness. The initial results of this survey show that message intentionality, co-option of social movements, and tangible actions by a corporation or brand are primary concerns to survey participants who assessed the tweets. The findings of this study serve to elucidate the intersection of Twitter advocacy subcultures and corporate social responsibility.