Abstract

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.

Graduation Date

2018

Semester

Summer

Advisor

Vie, Stephanie

Degree

Doctor of Philosophy (Ph.D.)

College

College of Arts and Humanities

Degree Program

Texts and Technology

Format

application/pdf

Identifier

CFE0007213

URL

http://purl.fcla.edu/fcla/etd/CFE0007227

Language

English

Release Date

August 2018

Length of Campus-only Access

None

Access Status

Doctoral Dissertation (Open Access)

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