Raising Mispat's Preliminary Pages

Running head: RAISING MIŠPĀŢ: THE POWER OF WEB-BASED SOCIAL MOVEMENTS

Crandall University Raising Mišpāṭ: The Mass Mobilization Framework By Rachael M. Keetch

A Thesis submitted to the Faculty of Communication Studies in Partial Fulfillment of the Requirements for a Bachelor of Arts (Honours) in Communication Studies

Department of Communication Studies May, 2013 Moncton, New Brunswick

“Whenever evil befalls us, we ought to ask ourselves, after the first suffering, how we can turn it into good. So shall we take occasion, from one bitter root, to raise perhaps many flowers.”–Leigh Hunt

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Crandall University Department of Arts

The undersigned certify that they have read, and recommended for acceptance the thesis entitled “Raising Mišpāṭ: The Mass Mobilization Framework ” submitted by Rachael Keetch in partial fulfillment of the requirements for the degree B.A. (Honours) in Communication Studies.

Approved:

_________________________________ Chris Cudahy, Ph.D. (Cand.)

Thesis Supervisor

Approved: _________________________________ Amy MacArthur, M.B.A. Second Reader

Approved: _________________________________ Seth Crowell , Ph.D Third Reader

May, 2013

Crandall University ii

Release Form

Name of Author:_____________________________________ Title of Thesis: ______________________________________ Degree received: ____________________________________ Date Degree was granted: _____________________________ Permission is hereby granted to the George A. Rawlyk Library of Crandall University to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly, or scientific research purposes only.

This author reserves other publication rights in association with the copyright in the thesis, and except as herein before provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatever without the author’s prior written permission.

_________________________________ Author

_________________________________ Date

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Table of Contents Abstract........................................................................................1 Chapter 1: The Bible, Quintilian, and Persuasive Mišpāṭ......2 Generative Approach..............................................13 Chapter 2: Literature Review..................................................18 Elaboration Likelihood Model.................................19 Agenda Setting Theory...........................................24 Eric Hofferʼs The True Believer..............................32 Method: The Mass Mobilization Framework..........42 Chapter 3: Offline Mass Movements......................................52 Context of Lincolnʼs Last Public Address................54 Context of the Mandelaʼ Release Speech..............63 Textual Analysis of Offline Artifacts.........................69 Chapter 4: Online Mass Movements......................................90 Context of Kony 2012.............................................92 Textual Analysis of Online Artifact........................102 Chapter 5: Implications.........................................................120 References.............................................................................124 Appendix I: Script of Lincolnʼs Last Public Address..........134 Appendix II: Script of Mandelaʼs Release Speech..............139 Appendix III: Script of Kony 2012.........................................144

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List of Tables Table 1.0 Generative Criticism Methodology..................................14 Table 2.0 Agenda Setting Theory....................................................27 List of Figures Figure 1.0 The Elaboration Likelihood Model.................................24 Figure 2.0 Nelson Mandela始s Prison Locations..............................66 Figure 3.0 Invisible Children始s Media Influence............................105

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List of Abbreviations ANC: African National Congress ELM: Elaboration Likelihood Model HSM: Holy Spirit Movement HSMF: Holy Spirit Mobile Forces IC: Invisible Children ICC: International Criminal Court LRA: Lord始s Resistance Army MMF: Mass Mobilization Framework NRA: National Resistance Army NGO: Non-Government Organization PAC: The Pan-Africanist Congress

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