CAMPAIGN: CHANGE THE CONVERSATION #HUMANSFORHUMANS

VIRAL VIDEO: THE HOMELESS RESPOND TO MEAN TWEETS

Table of ContentsIntroduction

Discursive Practices:AudienceProduction (including Genre)DistributionConsumption

Grice’s Maxims1. Quantity2. Quality3. Relation4. Manner

Critical Discourse AnalysisIntertextuality

ConclusionSocial ImpactAdvertorial (Objective)

Client |‘Raising the Roof’

•Non-for-profit organisation

•Industry: activist organisation for homelessness.

Campaign| Change the Conversation #HumansForHumans

Text | The Homeless Respond to Mean Tweets

•Viral video

•Social Media

Introduction

Discursive Practices1. AUDIENCE

2. PRODUCTION (INCLUDING GENRE)

3. DISTRIBUTION

4. CONSUMPTION

•Generation X & Y16 – 35 years old

•Online campaign•Social Media

Viral Video

•Parody: Jimmy Kimmel ‘Celebrities Read Mean Tweets’

Discursive Practices | Audience

•Intertextuality

•Parody

•Multimodality

Discursive Practices | Production

Source from: <http://o.aolcdn.com/hss/storage/midas/f3040d3134b334d3dbbc1b30bdff7f6f/201832037/juliameantweet.jpg>

Source from: <http://www.disneydreaming.com/wp-content/uploads/2013/11/Jimmy-Kimmel-Holiday-Prank.jpg>

Discursive Practices | Distribution

Discursive Practices | Consumption

Grice’s Maxims1. QUANTITY

2. QUALITY

3. RELATION

4. MANNER

Grice’s Maxims| Quantity

Grice’s Maxims| Quality

Grice’s Maxims| Relation

Grice’s Maxims| Manner

Critical Discourse Analysis1. INTERTEXTUALITY

Intertextuality

Source from: <http://www.disneydreaming.com/wp-content/uploads/2013/11/Jimmy-Kimmel-Holiday-Prank.jpg>

Conclusion1. SOCIAL IMPACT

2. ADVERTORIAL

Social Impact

•Metaphor

Personalisation

•Identity

BibliographyCameron, D. 2001, "Identity, difference and power: Locating social relations in talk. In working with spoken discourse (pp. 161-179)", .

Fairclough, N. 2013, Critical discourse analysis: The critical study of language, Routledge.

Fairclough, N. 2013, Language and power, Routledge.

Fairclough, N. 1992, Discourse and social change, Polity press Cambridge.

Motion, J. & Leitch, S. 2007, "A toolbox for public relations: The oeuvre of Michel Foucault", Public Relations Review, vol. 33, no. 3, pp. 263-268.

Raising the Roof n.d., , Change the Conversation. Available: http://www.humansforhumans.ca/ [2015, May 21].

Raising the Roof n.d., , Humans for Humans Campaign. Available: http://www.raisingtheroof.org/Our-Programs/Humans-For-Humans.aspx [2015, May 22].