Dissertation/Thesis Abstract

Tweeting With Fire: An Analysis of the Twitter Users Who Protested Nike and Colin Kaepernick
by Alexander, Melody, M.S., University of Kansas, 2019, 86; 27541257
Abstract (Summary)

When Nike released its ad campaign for the 30th anniversary of “Just Do It” in October of 2018, a flurry of discussion occurred on Twitter because of Nike’s use of former San Francisco quarterback, Colin Kaepernick, for the campaign. Politically conservative users took to Twitter to express their anger at Nike, creating the hashtag, #JustBurnIt, as well as what seemed to be a movement where users burned their Nike product in protest. Though political efficacy and social media usage are highly documented within research, this study instead uses Social Cognitive Theory and Diffusion of Innovations to explore why people take politically-motivated action through social media. It seeks to gain insights into what motivates social media users to write out against the activism of black athletes. And it works to understand how concepts are accepted and adopted. Finally, it documents a modern issue that has emerged because of the influence of social media: slacker activists or bots may be controlling narratives and even influencing traditional media.

Indexing (document details)
Advisor: Geana, Mugur V.
Commitee: Barnett, Barbara, Utlser, Max
School: University of Kansas
Department: Journalism
School Location: United States -- Kansas
Source: MAI 81/8(E), Masters Abstracts International
Source Type: DISSERTATION
Subjects: Journalism, Behavioral Sciences, Gender studies
Keywords: Athlete activism, Colin Kaepernick, Diffusion of Innovations, political efficacy, Social Cognitive Theory, Social Media
Publication Number: 27541257
ISBN: 9781658431019
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