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According to polls, from the early noughties to now, public support
for same-sex marriage has increased dramatically. Same-Sex Marriage
and Social Media asks how such a rate of attitude change came about
and, more specifically, what role social media played. Digital
platforms like Facebook, Twitter and YouTube have proved to be
useful outlets for political expression, and Rhonda Gibson explores
how this came to benefit the marriage equality movement. Drawing on
a wealth of movement-related discourse, the book looks at: how
marriage equality was framed by news companies online and in print;
the digital strategies deployed by LGBT+ rights organizations and
their opponents to gain support; the corporate response to the
same-sex marriage debate; the effect of perceived public opinion
and the concept of social identity on how the debate evolved
online. This book seeks to demonstrate how the unique ability of
social networks to share personal stories on a mass scale, connect
like-minded individuals regardless of geography, and leverage the
bandwagon effect of viral content contributed to a seismic shift in
visibility and public opinion around the issue of marriage
equality. Students and researchers will find this a timely and
accessible introduction to the impact of online networks on LGBTQ
rights.
According to polls, from the early noughties to now, public support
for same-sex marriage has increased dramatically. Same-Sex Marriage
and Social Media asks how such a rate of attitude change came about
and, more specifically, what role social media played. Digital
platforms like Facebook, Twitter and YouTube have proved to be
useful outlets for political expression, and Rhonda Gibson explores
how this came to benefit the marriage equality movement. Drawing on
a wealth of movement-related discourse, the book looks at: how
marriage equality was framed by news companies online and in print;
the digital strategies deployed by LGBT+ rights organizations and
their opponents to gain support; the corporate response to the
same-sex marriage debate; the effect of perceived public opinion
and the concept of social identity on how the debate evolved
online. This book seeks to demonstrate how the unique ability of
social networks to share personal stories on a mass scale, connect
like-minded individuals regardless of geography, and leverage the
bandwagon effect of viral content contributed to a seismic shift in
visibility and public opinion around the issue of marriage
equality. Students and researchers will find this a timely and
accessible introduction to the impact of online networks on LGBTQ
rights.
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