Social Movements and Identification: An Examination of How Black Lives Matter and March for Our Lives Use Identification Strategies on Twitter to Build Relationships

Abstract

This project presents a comprehensive understanding of how social movements use identification strategies across multiple digital platforms to build relationships with their publics. Drawing from a theoretical framework that blends dialogic communication, public relations, and rhetorical message strategies, and digital social advocacy, this study examines the Black Lives Matter and March For Our Lives movements. A Twitter content analysis found that Black Lives Matter and March for Our Lives use the sympathy identification strategy most frequently although this strategy did not generate the most engagement from their followers. This project concludes with implications in the areas of public relations and social movement studies.