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Title:The subaltern speaks back into the image factory: Justine Sacco's AIDS tweet cross-pollinates social and mass media
Author:Tsikata, Prosper YaoISNI
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
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]
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