Engaging Millennial in Social Issues Through Celebrity Twitter Advocacy
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Twitter plays an increasingly large role as an information source for millennials. Previous studies show the importance of social media advocacy programs in nonprofit organizations, as well as the influence celebrities have on political opinion. However, little research has been conducted on how celebrities advocate for social change through their Twitter accounts. In this study, researchers examined the communication characteristics of celebrities on Twitter, by employing a qualitative approach to content analysis. Researchers analyzed and coded Demi Lovato and Lady Gaga’s advocacy tweets to provide a deeper understanding of theses celebrities’ communication strategies and practice when it comes to advocacy work. Five themes of how celebrities post about social issues on Twitter emerged–education, personal narrative, policy, pop culture, and support. Policy and pop culture were among the most common themes observed. However, millennial Twitter users are more engaged with tweets that reference personal narrative and pop culture. This study confirms the relevancy and importance of Twitter in celebrity advocacy campaigns and offers strategic approaches to engaging millennial audiences.
Subjectmillennial engagement, social media advocacy, social issues, body image, lgbt, lady gaga, demi lovato, celebrity, twitter
Flores, Angela G (2016). Engaging Millennial in Social Issues Through Celebrity Twitter Advocacy. Undergraduate Research Scholars Program. Available electronically from