Shaping, driving, engaging, and influencing in 140 characters: Exploring Twitter’s role in a labor dispute

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Abstract

This research explored how the National Football Players Association (NFLPA) used<br>Twitter during a labor impasse with NFL owners. A thematic analysis of tweets from<br>the @NFLLockout Twitter account during the labor dispute (March 3–July 21, 2011)<br>was conducted. Results revealed that Twitter was utilized in the following ways: (a)<br>linking to events=content; (b) promoting the NFL favorably; (c) criticizing the NFL;<br>and (d) fan engagement. The results suggest that social media platforms enable<br>organizations to drive and shape messages during labor disputes and endow them<br>with a human element that fosters connections with the public through engagement<br>and acknowledgment. Twitter and other social media platforms are valuable tools<br>that can be influential advocacy tools during labor disputes.
Original languageEnglish
Pages (from-to)43-50
JournalQualitative Research Reports in Communication
StatePublished - 2014

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