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Twitter and the struggle to transform the object: a study of clean coal in the 2017 Australian energy policy public debate

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journal contribution
posted on 2019-04-25, 00:00 authored by Kristin DemetriousKristin Demetrious
This paper investigates unusually high spikes in Twitter engagement in Australia in February 2017 invoking the 2014 Peabody Energy global public relations campaign Advanced Energy for Life (AEFL) trope clean coal. Focusing on peak Twitter events, it asks: What caused the spike, what was amplified and signified by the dominant tweeters, and what was the content and tenor of discussion generated? Applying discourse analysis to an archive of Australian-based Twitter activity, the research argues that despite widespread ridicule of clean coal as oxymoronic by contemporary publics, the increased engagement provided unintended impetus for the PR campaign objectives. The research contributes to greater understanding of the reach, influence, and limitations of Twitter-based public debate.

History

Journal

Journal of public interest communications

Volume

3

Pagination

49-65

Location

Gainesville, Fla.

Open access

  • Yes

eISSN

2573-4342

Language

English

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2019, Kristin Demetrious

Issue

1

Publisher

College of Journalism and Communications

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