Linda Hon, Ph.D., University of Florida
Million Hoodies refers to itself as a racial justice network founded by 25-year-old Daniel Maree following the shooting death of Trayvon Martin. Dr. Linda Hon's research analyzed how the activist group used social media to frame issues related to injustice and racism toward African-Americans and mobilized a large base of supporters.
After the fatal shooting, Million Hoodies effectively organized 50,000 supporters through individual posts, photos and linked content on its Facebook page. The advocates seized the power of message framing for engaging and motivating supporters, recruiting new followers, attempting to legitimize messages among a broader constituency, and transforming frames as circumstances call for other emphases. Read more.
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