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A
NEW
POWER:
HOW
CELEBRITIES
CAN
USE
SOCIAL
MEDIA
TO
INFLUENCE
SOCIAL
MOVEMENTS
by
Ani
Istanboulian
A
Thesis
Presented
to
the
FACULTY
OF
THE
USC
GRADUATE
SCHOOL
UNIVERSITY
OF
SOUTHERN
CALIFORNIA
In
Partial
Fulfillment
of
the
Requirements
for
the
Degree
MASTER
OF
ARTS
(STRATEGIC
PUBLIC
RELATIONS)
May
2012
Copyright
2012
Ani
Istanboulian
Object Description
| Title | A new power: how celebrities can use social media to influence social movements |
| Author | Istanboulian, Ani |
| Author email | istanbou@usc.edu;ani.istan@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2012-05-04 |
| Date submitted | 2012-05-04 |
| Date approved | 2012-05-04 |
| Restricted until | 2012-05-04 |
| Date published | 2012-05-04 |
| Advisor (committee chair) | Thorson, Kjerstin |
| Advisor (committee member) |
Lynch, Brenda LeVeque, Matthew |
| Abstract | This thesis aims to provide a better understanding of celebrities and how they can use social media to influence social movements or social good. This paper analyzes the way celebrities use social media to promote political and social issues and will explore their ability to influence their publics. A social movement will be defined as political or charitable activism for the purposes of this paper. The purpose of this study is to investigate social media “influence,” what causes people to react to a celebrity’s social media post, and to study what makes a celebrity influential on the Internet. ❧ Qualitative primary research consisted of interviews with social media monitoring professionals and public relations professionals. Interviewees included Caitlin Maguire from Rock the Vote, a non-profit organization whose mission is to engage and build political power for American youth, uses music, pop culture, new technologies, and grassroots organization to motivate and mobilize young people to participate in elections; James Pitkin of Peer Index, a social media analytics company that helps social media contributors assess and score their influence and benefit from the social capital they have built up; and Jereme Bivins, a nonprofit digital marketing and communications specialist for The Foundation Center, a nonprofit organization that aims to provide knowledge about philanthropies in the US. ❧ Additionally, a survey was conducted to see how celebrities can influence their publics with social media. I wanted to see why people chose to support a celebrity’s call to action and what factors determined their support. |
| Keyword | celebrity; social media; entertainment |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Contributing entity | University of Southern California |
| Rights | Istanboulian, Ani |
| Physical access | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@dots.usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-Istanbouli-768.pdf |
Description
| Title | Page 1 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@dots.usc.edu |
| Full text | A NEW POWER: HOW CELEBRITIES CAN USE SOCIAL MEDIA TO INFLUENCE SOCIAL MOVEMENTS by Ani Istanboulian A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2012 Copyright 2012 Ani Istanboulian |
