Review the #WordsChangeLives Text-Based Campaigns PowerPoint presentation for examples of what this course defines as “text-based campaigns”.
You may choose one of the included campaigns for your analysis, or you may pick your own. You must choose a campaign that aims to improve the world in some way, whether in the areas of Associating, Serving, Giving, or Leading.
Once you’ve chosen your campaign, research both the campaign itself as well as the larger issue it is addressing.
Write a 4-5 page paper that describes, analyzes, and evaluates the text-based campaign you chose to study. Your paper should include all of the following:
What is the “headline” of the campaign? What phrase or hashtag is used? Why those words? What makes them effective?
What is the subtext of the campaign? In other words, what messages are being communicated by the headline? Explain.
What specific issue is the campaign trying to address or solve? What is the social, cultural, or political context of this campaign? What are some key facts about the issue and what do those facts tell us?
What form does this project take? Is it a social media campaign, or is it situated in physical space? How do people interact with it? Why do you think this approach was taken?
In which area of civic engagement does this campaign best fit: Associating, Serving, Giving, or Leading? Explain.
Who is the audience, both actual and intended? Are these the same? Explain.
What are the circumstances of the project’s creation? Who created it and why? How has the project evolved over time?
What kind of rhetorical appeals are being used? Ethos, Pathos or Logos? Which argument style is being used, if any? Classical, Toulminian, or Rogerian? Explain.
Where in the world has the campaign reached? Who has it affected? How many people has it affected? Explain.
Finally and most importantly, evaluate the effectiveness of the campaign. Was the approach successful? Why? Use specific evidence to support your case. What changes or new approaches would you recommend, in order to improve or grow the campaign? Explain.
Be sure to correctly cite any quotes or statistics. Since this is a research paper, you should use APA style. Use a minimum of 3 different, reliable sources. Include both in-text citations as well as a reference list at the end.
Carefully review the milestone rubric before submitting to this Assignment Dropbox.


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