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

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

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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 Mandelaʼs Prison Locations..............................66

Figure 3.0 Invisible Childrenʼs 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: Lordʼs Resistance Army

MMF: Mass Mobilization Framework

NRA: National Resistance Army

NGO: Non-Government Organization

PAC: The Pan-Africanist Congress

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