Utilizing the Dimensions of Religion to Analyze Social Media Campaigns

Utilizing the Dimensions of Religion to Analyze Social Media Campaigns

Iman Mohamed Zahra (Sultan Qaboos University, Oman)
DOI: 10.4018/978-1-5225-3878-3.ch013
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Abstract

The objective of the current chapter is to analyze one of the most recent and successful social media campaigns namely #NotInMyName from the viewpoint of the seven dimensions of religion utilized by Van Esch and others as the main pillar of social marketing and media campaigns. Further #NotInMyName Public Relations (PR) campaign is scrutinized for PR strategies and message strategies utilized in formulating the campaign messages. To achieve that end, a qualitative analysis was implemented on three levels relating to each video and vine of the study sample: first locating the Dimensions of Religion (DOR taxonomy(ies) used in this video or vine, then emanating on the PR campaign strategies implemented in the video or vine and finally searching for the message strategies utilized in the video or vine. The major conclusion of this study was that although campaigns launched via social media lack the scientific known steps utilized to plan and launch media campaigns traditionally, those campaigns derive from the social media platform exacerbating an unprecedented power to stir political and social movements especially, regarding controversial and stagnant matters. Posts, comments and shares on different social media platforms go viral, stir discussions, and trigger public opinion both virtually and in reality. Dimensions of Religion taxonomies proved reliability as a viable platform stemming from another discipline to plan messages and to analyze campaigns based on the different aspects the model would provide. Ranging from simple aspects to more complicated aspects, Dimensions of Religion model must be subjected to further research to determine its feasibility to be applied to different campaigning structures and objectives.
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Research Objectives And Questions

The objective of the current research is to analyze one of the most recent and successful social media campaigns namely #NotInMyName from the viewpoint of the seven dimensions of religion utilized by Van Esch and others (2013, 2016) as the main pillar of social marketing and media campaigns. Further #NotInMyName Public Relations (PR) campaign is scrutinized for PR strategies and message strategies utilized in formulating the campaign messages.

The main reason behind subjecting #NotInMyName campaign material to further analysis is due to its apparent success in gaining worldwide attention of at least 85000 people and 14000 tweets in less than a week from its launch early September 2014; converting it from a local community campaign to being honorably mentioned by former President Barak Obama - when addressing the UN general assembly - and former UK PM David Cameron as well (Hausam, 2014; living safe together Australian report).

The current research poses three major research questions as follows:

  • 1.

    Which dimensions of religion (DORs) are utilized by #NotInMyName campaign?

  • 2.

    What are the PR strategies depicted in the campaign videos and vines?

  • 3.

    What are the message strategies utilized in the campaign videos and vines?

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