Text-Based Campaign Analysis

#WordsChangeLives Text-Based Campaign Analysis

INSTRUCTIONS:

You will use this worksheet to analyze a text-based campaign of your choosing. You may use one of the text-based campaigns that was included in the Module 6 PowerPoint, or you may choose a different one.

As you research your text-based campaign, you need to use AT LEAST three different, reliable sources cited in APA format. You should include in-text citations with your answers. In addition, you should use the citations chart to include the full APA citation.

SOURCE CITATIONS:

Use this chart to record the sources you used to support your research on your text-based campaign. You may add more rows if you have more than four sources.

*Remember, you need AT LEAST three different sources.

You can use this APA Citation Generator to help you if needed - *make sure to double-check that all information is found by the generator and is correct.* Learning Support also has a helpful guide on APA with examples on formatting both in-text citations and your Reference page.

Source #1
Source #2
Source #3
Source #4

STEP 1: HEADLINE AND SUBTEXT

Use the table below to discuss the headline of the campaign.

What is the “headline” of the campaign? What phrase or hashtag is used?
Why were those words chosen? What makes them effective? Explain.

What is the subtext of the campaign? In other words, what message is being communicated by the headline?

STEP 2: ISSUE AND CONTEXT

What specific issue is the campaign trying to address or solve?

What is the social, cultural, and/or political context of the campaign? In other words, provide a brief history of this issue. How long has this issue been around? Has this issue become more important over time?

Find three important facts that you think we should know about this issue.

Fact #1
Fact #2
Fact #3

STEP 3: CAMPAIGN CREATION

Fill out the following table with information regarding the campaign’s creator.

Who created the campaign? Was it one person or a group?
When was the campaign created?
Why did this person (or group) create the campaign?

STEP 4: FORM AND AUDIENCE

Fill out the following table regarding the form of the campaign.

What form does the campaign take? (Is it all on social media, or is there a physical piece?)
How do people interact with the campaign?
Why do you think this form was used?

Fill out the following table regarding the audience of the campaign.

Who is the intended audience for the campaign? (Who did they want to reach?)
Who is the actual audience for the campaign? (Who are they actually reaching?)

Are the intended and actual audience for this campaign the same? If not, why do you think the campaign reaches a different audience than it was meant to? Explain.

STEP 5: CAMPAIGN REACH

Where in the world has this campaign reached? In other words, has the campaign reached people across the world or is it only in certain countries/locations?

Who has this campaign affected and how many people has it affected?

STEP 6: RHETORICAL APPEALS AND ARGUMENT

Does the campaign rely on ethos, pathos, or logos? How? For a review of rhetorical appeals and strategies, check out the resources in in the Module 6 “Module Activities” tab, under “Resources and Activities”.

Does the campaign use an argument style? If so, does the argument style most closely resemble Classical, Toulminian, or Rogerian? Explain. For a review of argument styles, check out the resources in in the Module 4 “Module Activities” tab, under “Resources and Activities”.

STEP 7: CIVIC ENGAGEMENT

In which area of civic engagement does this campaign best fit: Associating, Serving, Giving, or Leading? Explain.

STEP 8: CAMPAIGN EFFECTIVENESS

Evaluate the effectiveness of this campaign. Was the campaign’s approach successful? Why or why not? Use specific evidence to support your case.

What changes would you recommend for this campaign? Do you think there are ways that the campaign can be improved? Explain.