Advisor(s) - Committee Chair
Angela M. Jerome (Director), Holy J. Payne, and Helen Sterk
Department of Communication
Master of Arts
Social movement plays an integral part in how our society makes progress and changes overtime. With the birth and adoption of digital technologies comes new and unique opportunities for social movements and social movement organizations to make further progress and accomplish its goals. This study uses the foundations of organizational identification and values advocacy to evaluate the rhetoric of a specific organization within the vegan movement, Veganuary, and shows how this organization utilizes various strategies on its social media platforms to grow as an organization over a six-year time period. Specifically, I argue that Veganuary was able to move from coalescence to bureaucratization through the use of values advocacy aimed at community-building and identification strategies, such as celebrity associations/endorsements, political engagement, and normalization.
Organizational Communication | Other Communication | Social Media | Speech and Rhetorical Studies
Carr, Sabrina A., "From Coalescence to Bureaucratization: Veganuary’s Use of Rhetorical Strategies on Social Media" (2020). Masters Theses & Specialist Projects. Paper 3221.