The subaltern speaks back into the image factory: Justine Sacco's AIDS tweet cross-pollinates social and mass media

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Periodical article

Title:	The subaltern speaks back into the image factory: Justine Sacco's AIDS tweet cross-pollinates social and mass media
Author:	Tsikata, Prosper Yao
Year:	2015
Periodical:	Communicatio: South African journal for communication theory and research (ISSN 1753-5379)
Volume:	41
Issue:	1
Pages:	90-107
Language:	English
Geographic term:	South Africa
Subjects:	social media AIDS racism
External link:	https://doi.org/10.1080/02500167.2015.1020505
Abstract:	Days before the Christmas of 2013, Justine Sacco, a former Public Relations Executive for InterActiveCorp (IAC), tweeted an HIV/AIDS slur she had considered innocuous. The supposedly 'harmless' message drew a firestorm from social media users and spilled over into the mass media. Using critical communication approach in conjunction with hegemonic-framing, the author places the text in a historical, ideological and political context. The author argues that, as a feature of the postmodern media landscape, the disruption in media hierarchies implies that the subaltern can speak back into the image factory with repercussions. Bibliogr., sum. [Journal abstract]