| Throughout American history, numerous examples of public demonstrations in opposition of some organizational actions or policy have occurred (Stewart, Smith, & Denton, 2001). Traditionally, these demonstrations have relied on numerous individuals to undertake several distinct actions in order to generate public support for their cause. Computer-mediated communication, however, has allowed for these campaigns to gain significant public attention in short periods of time (Mercea, 2011). A single individual, Brian Kibler, was able to use his personal social media presence to influence the governing corporation of the popular online game Magic: The Gathering Online. This study utilizes a case study of a single individual's protest on his social media outlets to examine how computer-mediated communication has altered our current understanding of protest rhetoric and protest actions. Through a rhetorical criticism of existing communication literature and the application of the messages and responses surrounding Kibler's protest, this project demonstrates that computer-mediated communication and social media can be valuable tools for protesters. |
