The Power of Language in Social Media: A Study on Online Activism

doi:N/A

Advances in Consumer Research

Issue 3 : 1007-1013

Original Article

The Power of Language in Social Media: A Study on Online Activism

Chandreie Mukherjee

Rama N.H. Alapati

Assistant Professor Gr-1, Department of Management Communication, Indian Institute of Management, Visakhapatnam, Andhra Pradesh, India - 531163

Department of English, Andhra University, Visakhapatnam, Andhra Pradesh, India - 530003.

Abstract

This work examines how words, language tone, hashtags and ways of arguing influence support, explanations and public attitudes in online campaigns. By carrying out a content analysis on chosen Twitter campaigns, the research found repeated ways of wording content that affect engagement and the results of each campaign. The study shows strategic language helps digital activists appear more visible and create a strong identity within the community. Research found that careful use of language is important for groups or individuals involved in online social activism

Keywords

Language Power

Social Media

Online Activism

Discourse Analysis

Hashtag Movements

Digital Rhetoric

Public Engagement

Sociolinguistics

Twitter Campaigns

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