A Discourse Analysis of the Media Representation of Social Media for Social Change - The Case of Egyptian Revolution and Political Change By Minavere Vera Bardici Thesis Submitted for Completion of Master of Communication for Development, Malmö University, Sweden Supervisor: Michael Krona Examiner: Anders Hög Hansen June 2012 i Table of Contents Table of Contents ..........................................................................................................................ii Abstract.........................................................................................................................................iv 1. Introduction ............................................................................................................................. 1 1.1. Social Media for Social Change – The Egyptian Political Transformation....................... 1 1.2. The Transformative Egyptian Media Landscape: Changes and Comparative Views....... 3 1.2.1. An Overview of the Egyptian Media Landscape.......................................................... 3 1.2.2. Comparative Perspectives on the Transformative Egyptian Media Landscape............ 5 1.3. Justification ........................................................................................................................ 7 1.4. Research Purpose ............................................................................................................... 8 1.5. Research Questions ............................................................................................................ 8 1.6. Background – Key Concepts and Theories ........................................................................ 8 1.6.1. ICT and Social Media ............................................................................................... 9 1.6.2. Social Change and Revolution ................................................................................ 10 1.6.3. Processes of Social Change..................................................................................... 11 1.7. Research Strategy............................................................................................................. 13 1.8. Outline of the Thesis ........................................................................................................ 14 2. Literature Review.................................................................................................................. 15 2.1. Related Studies................................................................................................................. 15 2.2. Social Media, Social Change, and the Relationship......................................................... 16 2.2.1. Drastic Changes Enabled by the Emerging Social Media Trend ............................ 16 2.2.2. The Role of Social Media in Political Change........................................................ 17 2.2.3. Social Media and Social Change Processes ............................................................ 18 Civic Engagement and Public Mobilization.......................................................................... 19 Collective Identity and Action............................................................................................... 20 Less Confined and Critical Public Sphere ............................................................................ 21 Citizen Journalism................................................................................................................. 22 2.3. Social Media as Agents of Social Change ....................................................................... 22 2.4. Skepticism on the Role of Social Media in Political Change .......................................... 23 3. Conceptual Framework ........................................................................................................ 25 3.1. Social Media for Social Change as a Discourses ............................................................. 25 3.2. Disocurse - Theoretical Perspectives .............................................................................. 26 3.2.1. Discourse and Episteme .......................................................................................... 26 3.2.2. Discourse Practice ................................................................................................... 27 3.2.3. Media Texts and Truth Claims................................................................................ 28 3.2.4. Subjects ................................................................................................................... 29 3.2.5. Discourse and Representations................................................................................ 29 3.2.6. Power as Constitutive and Constraining Force ....................................................... 30 3.3. Ideology............................................................................................................................ 30 ii 4. Research Methodology.......................................................................................................... 32 4.1. Discourse Analysis Approach .......................................................................................... 32 4.2. The Corpus: Sampling and Selection Criteria.................................................................. 33 4.3. Analytical Techniques – Six Stages................................................................................. 34 4.3.1. Surface Descriptors and Structure........................................................................... 35 4.3.2. Objects..................................................................................................................... 35 4.3.3. Social Actors ........................................................................................................... 36 4.3.4. Language and Rhetoric............................................................................................ 36 4.3.5. Framing as Discursive Strategy............................................................................... 37 4.3.6. Ideological Standpoints ........................................................................................... 37 4.4. Methodological Reflections ............................................................................................. 38 5. Analysis of Media Texts........................................................................................................ 40 5.1. Surface Descriptors and Structural Organization............................................................. 40 5.2. Objects/Topics.................................................................................................................. 41 5.3. Social Actors .................................................................................................................... 42 5.4. Language and Rhetoric..................................................................................................... 43 5.4.2. Rhetorical Figures ................................................................................................... 43 5.4.3. Quoting Credible Sources ....................................................................................... 46 5.5. Framing as Discursive Strategy........................................................................................ 48 5.6. The Effect of Topicalization, Rhetoric, Quoting Credible Sources, and Framing........... 52 5.7. Ideological Standpoints .................................................................................................... 53 5.8. Reflections........................................................................................................................ 55 6. Conclusions ............................................................................................................................ 56 References .................................................................................................................................... 60 iii Abstract Recent years were marked by a major transformation in human and social communication, owing to the advances in ICT and thus social media technologies. Social media have introduced new communication practices, provided newfound interaction patterns, created new forms of expressions, stimulated a wide civic participation, and so forth. They are rapidly evolving and their significance is increasing while their role is changing in social and political processes. Moreover, they are increasingly becoming an instrumental approach to, and power for, social change due to their potential in bringing new dynamics to its underlying processes such as public mobilization. Indeed, more recently, they played an important role in what has come to be known as the Arab Spring. Particularly, in the recent Egyptian revolt, social media, such as Facebook, Twitter and YouTube, have been transformed into effective means to fuel revolt and bring about political transformation. This marked a victory for social media and corroborates that they are an enduring resource for the successful mobilization of bottom-up, grassroots movements and leaderless collective actions. This, in turn, has stimulated discussions about their impact on political change, giving rise to a new discourse, what might be identified as ‘social media for social change’. This discourse is gaining an increased attention in the media and the academia: many journalists and authors talk and write