The lack of success of the gun control movement and the success of the gun rights movement in the United States have prompted research into the root causes. Although the political infrastructure, organizational resources, and public interest prove to be important factors in a social movement's success, how each social movement frames their arguments is extremely important for proposing policy initiatives and garnering support. In order to understand how gun control and gun rights organizations frame their arguments this study does two things: (1) performs topic modeling on the six gun control organizations' and three gun rights organizations' press statements to see the frames that each social movement engages in, and (2) identifying these frames in the most popular gun control and gun rights organizations on Facebook to predict likes, comments, and shares. This study is able to identify the top frames in the gun control and gun rights social movements and see how followers of each of these movements engage with each of these frames on Facebook.

In the traditional agenda-setting theory, the agenda-setters were the news media and the public has a minimal role in the process of agenda-setting, which makes the public a passive receiver located at the bottom in the top-down agenda-setting dynamics. This study claims that with the development of Information communication technologies, primarily social media, the networked public may be able to set their own agendas through connective actions, outside the influence of the news media agenda. There is little empirical research focused on development and dynamics of public agenda-setting through social media platforms. Understanding the development and dynamics of public agenda-setting may be key to accounting for and overcoming conflicting findings in previous reverse agenda-setting research. This study examined the public agenda-setting dynamics through a case of gun violence prevention activism Twitter network, the #MarchForOurLives Twitter network. This study determined that the agenda setters of the #MarchForOurLives Twitter network are the key Never Again MSD student leaders and the March For Our Lives. The weekly reflected important events and issues and the identified topics were highly co-related with the themes examined in the tweets created by the agenda setters. The amplifiers comprised the vast majority of the tweets. The advocates and the supporters consisted of 0.44% and 4.43% respectively. The tweets made by the agenda setters accounted for 0.03%. The young activists and the like-minded and participatory public could continuously make changes taking advantage of technologies, and they could be the hope in the current and future society.