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Black Lives Matter (BLM) has been a concern in the US since 2013, thereby becoming an increasing interest. Several US corporations’ attention has been drawn to BLM due to its radical strategy on social media to facilitate engagements. Research shows that a company's engagement in activism by taking a stance on socio-political issues often records growth. Also, scholars have focused on corporate responses to BLM through the lenses of the implications or intentions of the brand’s engagement. This study, however, analyzes 236 corporate Instagram BLM posts through the lenses of the attributes of their responses. It is assumed that brand responses should be significant in respect to clarity and intentionality. Therefore, to answer the research questions, a five-coding scheme was created. Results suggested that a brand’s frequency of responses to BLM, direct reference to BLM, and response content influence followers’ engagement and speak volumes of their stance while addressing BLM.

Social media and its underlying technologies have created an advanced and sophisticated platform for digital activism. As a result, companies and organizations are undergoing a pivotal transition in how they reach and engage with users in a fast and efficient manner. Specifically, nonprofit organizations have taken advantage of using social media platforms to not only amplify their brand and image, but also spread awareness of their mission to larger audiences. The aim of this study is to delve into the use of social media in the activism measures of nonprofit organizations and determine its effectiveness across the organizations. First, an in depth literature analysis will explore social media and its impact on digital activism as well as how social media has been utilized by renown nonprofits in the case studies of Greta Thunberg, and the Black Lives Matter movement. Second, the study will depict both qualitative and quantitative data taken from local nonprofit organizations that explore the impact of social media towards their activism measures. The case companies used in this study are Dolgin Digital Media and the Local Initiatives Support Corporation. After a thorough analysis of the qualitative and quantitative data, it was determined that social media is an effective tool for nonprofits to not only communicate their mission efficiently and quickly to a mass audience, but also as a mechanism for brand amplification. / Sociala medier och dess underliggande tekniker har skapat en avancerad och sofistikerad plattform för digital aktivism. Som ett resultat genomgår företag och organisationer en avgörande övergång i hur de når och samarbetar med användare på ett snabbt och effektivt sätt. Specifikt har ideella organisationer utnyttjat att använda sociala medieplattformar för att inte bara förstärka sitt varumärke och sin image, utan också sprida medvetenheten om deras uppdrag till större publik. Syftet med denna studie är att fördjupa användningen av sociala medier i ideella organisationers aktivismåtgärder och bestämmadess effektivitet i organisationerna. Först, en djupgående litteraturanalys kommer att utforska sociala medier och dess inverkan på digital aktivism samt hur sociala medier har använts av kända ideella organisationer i fallstudierna av Greta Thunberg, och Black Lives Matter-rörelsen. För det andra kommer studien att skildra både kvalitativa och kvantitativa data som tas från lokala ideella organisationer som undersöker effekterna av sociala medier på deras aktivismåtgärder. De fallföretag som används i denna studie är Dolgin Digital Media och Local Initiatives Support Corporation. Efter en grundlig analys av kvalitativa och kvantitativa data, det fastställdes att sociala medier är ett effektivt verktyg för ideella organisationer för att inte bara kommunicera sitt uppdrag effektivt och snabbt till en masspublik, utan också som en mekanism för varumärkesförstärkning.

<i> History Will Be My Judge: A Cultural Examination of America's Racial Tensions Presented Through the Symbolization of Booker T. Washington</i> is an interdisciplinary study about the emergence of Booker T. Washington as a black cultural hero. By the turn of the twentieth century, Washington had become the most prominent African American educator, economic reformer, entrepreneur, and race leader in the United States. He is most recognized as the founder of Tuskegee Institute (now University) and his highly acclaimed autobiography, <i>Up From Slavery</i>, which recounts his life growing up enslaved to becoming an international icon. Since his death in 1915, several monuments, memorials, landmarks, and commemorative tributes have been established in his honor. During the 1940s, Washington became the first African American pictured on the United States postage stamp and minted silver half-dollar. Additionally, he was spotlighted in a series of media campaigns called "Famous American Firsts," and was the first African American inducted into the Hall of Fame for Great Americans. Moreover, amidst the presidential transition between Barack Obama and Donald Trump, black popular media has alluded to Washington's economic philosophy through music videos, documentaries, and television programs. I argue that each of these posthumous commemorations belong to larger social justice movements, namely, the Civil Rights movement and Black Lives Matter movement. Throughout these eras, Washington's legacy has served to counter white supremacy and symbolize the rise of integration, the black middle class, economic justice, black self-made, black education, and the legacy of slavery.<div> The purpose of this study is to examine how during periods of racial unrest, African Americans leverage Booker T. Washington's image to counter racist stereotypes and reaffirm black citizenship. The primary framework applied in this study is William L. Van Deburg's theory of the <i>black cultural hero. </i>Two emergent theories from this research are my developing frameworks called <i>Black Hustle Theory</i> and <i>nostalgic tension</i>. Using literary and visual analysis, I assess historical archives from popular press, black literature, American memorabilia, and black popular culture to examine Washington's commemorative legacy through a black radical lens. Specifically, I explore how the following four people have connected Washington's legacy to the Civil Rights movement and Black Lives Matter movement: Major Richard Robert Wright, Sr., founder of Savannah State University; Langston Hughes, famed Harlem Renaissance poet and author; Stanley Nelson, award-winning producer; and, Beyonce Knowles-Carter, singer and pop mogul. I put Washington's legacy in conversation with each of these cultural producers to simulate a call-and-response between his lifework and the generations after him.<br><div><br></div></div>

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