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Digital Citizenship Tools for Cause-Based Campaigns: A Broadened Spectrum of Social Media Engagement and Participation-Scale Methodology

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Date Issued:
2018
Abstract/Description:
Digital Citizenship Tools for Cause-Based Campaigns: A Broadened Spectrum of Social Media Engagement and Participation-Scale Methodology develops and applies two new tools for understanding, measuring, and recursively adjusting small to medium-size social media-based philanthropic campaigns to better foster participation and engagement(-)in other words, democratic digital citizenship. First, a theoretical model is offered broadening current binary conceptions of success and failure or impact of campaigns, situating specific participant actions in social media on a spectrum. Then, from that model, a new methodology is provided to measure participation and engagement generated by campaign posts. Recommendations are also offered for recursively adjusting campaign posts to better foster democratic digital citizenship. These tools were developed from data generated by #TheFaceOffChallenge, a research project representative of a typical small to medium-size cause-based campaign. #TheFaceOffChallenge also serves as a sample for analysis illustrating how to use these tools. While explicating these tools, this dissertation explores a broad range of topics related to better understanding democratic digital citizenship: online philanthropy, awareness, and digital activism; viral and memetic transmission; tensions between consumption and creation of ideas, content, and knowledge; public(s), counterpublics, and counter-efforts; literacies and access for engagement and participation in algorithmic environments; and visual communication and semiotics.
Title: Digital Citizenship Tools for Cause-Based Campaigns: A Broadened Spectrum of Social Media Engagement and Participation-Scale Methodology.
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Name(s): Miller, Jennifer, Author
Vie, Stephanie, Committee Chair
Scott, Blake, Committee Member
Flammia, Madelyn, Committee Member
St. Amant, Kirk, Committee Member
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2018
Publisher: University of Central Florida
Language(s): English
Abstract/Description: Digital Citizenship Tools for Cause-Based Campaigns: A Broadened Spectrum of Social Media Engagement and Participation-Scale Methodology develops and applies two new tools for understanding, measuring, and recursively adjusting small to medium-size social media-based philanthropic campaigns to better foster participation and engagement(-)in other words, democratic digital citizenship. First, a theoretical model is offered broadening current binary conceptions of success and failure or impact of campaigns, situating specific participant actions in social media on a spectrum. Then, from that model, a new methodology is provided to measure participation and engagement generated by campaign posts. Recommendations are also offered for recursively adjusting campaign posts to better foster democratic digital citizenship. These tools were developed from data generated by #TheFaceOffChallenge, a research project representative of a typical small to medium-size cause-based campaign. #TheFaceOffChallenge also serves as a sample for analysis illustrating how to use these tools. While explicating these tools, this dissertation explores a broad range of topics related to better understanding democratic digital citizenship: online philanthropy, awareness, and digital activism; viral and memetic transmission; tensions between consumption and creation of ideas, content, and knowledge; public(s), counterpublics, and counter-efforts; literacies and access for engagement and participation in algorithmic environments; and visual communication and semiotics.
Identifier: CFE0007227 (IID), ucf:52214 (fedora)
Note(s): 2018-08-01
Ph.D.
Arts and Humanities, Dean's Office CAH
Doctoral
This record was generated from author submitted information.
Subject(s): social media engagement -- participatory culture -- digital activism -- viral content -- memetic transmission -- digital literacies -- access -- visual communication -- semiotics
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFE0007227
Restrictions on Access: public 2018-08-15
Host Institution: UCF

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