Mapping the (Digital) Moral Domain: Using Mined Twitter data in investigating the Sociology of Morality with Undergraduates

Dr. Brian Lowe, SUNY College at OneontaMr. James Greenberg, SUNY College at

Oneonta

Digital Sociology Mini-Conference (2016)@ The Eastern Sociological Society

Why Investigate the Sociology of Morality with Social Media?

• Objectives of introducing undergraduates to social media data gathering and analysis:

• Introduction to data-gathering • Hypothesis testing and theoretical application• Infusion of academic materials with unfolding events• Excellent grounds for exploring constructivism

Exploring Constructivism with Social Media

• Investigation of terminology used in primary sources

• Confronting the ambiguity in terminology used in social media

• Assessing apparent patterns in data

Case Study: Cecil the Lion• 13 July 2015: Cecil is killed near Zimbabwe’s Hwange National Park

• 28 July 2015: UK Telegraph identifies American Dentist Walter Palmer as hunter who killed Cecil

• Reaction in mass media and social media is swift

• http://www.telegraph.co.uk/news/worldnews/africaandindianocean/zimbabwe/11767119/Cecil-the-lions-killer-revealed-as-American-dentist.html

Case Study: Cecil the Lion• 4 August 2015: Image of Cecil the lion projected onto the Empire State building

• Legislative action

• 16 September 2015:

• HR. 2494 Global Anti-Poaching Act• S. 1918 C.E.C.I.L. Act

• 2 November 2015: H.R. 2494 passed with bipartisan support

• http://www.takepart.com/video/2015/12/14/how-cecil-changed-wildlife-policy

Case Study: SeaWorld• 24 February 2010: Tilikum (Orca) kills trainer Dawn Brancheau during public show at SeaWorld

• 23 August 2010: OSHA fined SeaWorld $75,000 for violations related to Dawn Brancheau’s death

• 2013: Blackfish released (directed by Gabriela Cowperthwaite)

• Made for $76,000 US dollars; initially screened in five theatres

• Aired in October 2013 by CNN to an estimated audience of 21 million

• http://www.nytimes.com/2010/08/24/us/24brfs-SEAWORLDFINE_BRF.html• http://www.cnn.com/2014/02/07/us/blackfish-wrap/index.html

Case Study: SeaWorld• 2013-2014: Withdrawal of celebrity entertainers including

• The Beach Boys• Trisha Yearwood• From “Bands, Brews and BBQ” event

• August 2014: SeaWorld stock had lost more than 30 percent of previous value

• http://www.nytimes.com/2014/08/14/business/media/media-scrutiny-drags-on-earnings-at-seaworld.html