This study aims to examine participation in the digital campaign #BlackoutTuesday to gain an understanding of the campaign's impact on university students’ awareness and participation in Black Lives Matter. Based on this, the study has two research questions: How have the students experienced that the #BlackoutTuesday campaign has affected their awareness of Black lives matter, and, for what reasons did the students feel that they participated in #BlackoutTuesday? With the help of slacktivism, networked publics, collective and connective action as the study's theoretical framework, we hope to gain a good interpretation of the results. To gather data, the study has used semi-structured interviews and to interpret the data, a thematic analysis has been used. The results that the study came to were that the students did not experience that their awareness was effected by #BlackoutTuesday. However, they still believed that they made a difference and that other people in their surrounding were affected in regard to awareness about Black Lives Matter. An unexpected discovery was also that many of the students connected Black Lives Matters, as an movement, solely to USA and not Sweden. The reasons for participation varied, but in this study, three main reasons were noted for the students participation. The reasons for participating were about the collective power, dissemination of information and taking a stand. With the results of the study we hope to create a better understanding of participation in similar campaign's and its effect on movements possibly society. However, more research is needed in this area to get a more thoroughly view of the field.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-433187 |
| Date | January 2020 |
| Creators | Byström, Niklas, Knutsson, Alexander |
| Publisher | Uppsala universitet, Medier och kommunikation, Uppsala universitet, Medier och kommunikation |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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