Content Analysis of the Handsupdontshoot on Instagram - Essay Example

handsupdontshoot on Instagram: A Content Analysis Jallisa M. Henry Communication 301 of Illinois at Chicago December The recent social media campaign using #handsupdontshoot has gained both national and international attention. Initially linked to the perception that Michael Brown, a teen-aged African American male had virtually surrendered to police in Ferguson, Missouri and although unarmed was shot to death anyway, #handsupdontshoot is now linked to perceptions of an unjust and racially biased criminal justice system. This research paper investigates research questions about the use of #handsupdontshoot on Instagram and how it is received by Instagram uses. In the investigation of these research questions, this research uses cultivation theory to conduct a content analysis of #handsupdontshoot as it appears on Instagram and compares it intended message with the perceptions of Instagram users. Therefore four interviews are conducted. The results of the study reveal that African Americans and White Americans generally have different experiences with exposure to the criminal justice system and as such generally have different perspectives on the utility of #handsupdontshoot on Instagram. Introduction and Background This research study uses cultivation theory in conducting a quantitative content analysis of #handsupdontshoot as portrayed on Instagram. The purpose of this research is to identify the messages conveyed by images posted to Instagram using #handsupdontshoot and how those images are received and interpreted by Instagram users. #handsupdontshoot began making its rounds on social media in the wake of the police fatal shooting of Michael Brown in Ferguson, Missouri on August 9th, 2014. Eyewitness reports claimed that after struggling for a gun with White police officer Darren Wilson, Brown threw his hands up as he ran away and shouted “don’t shoot” (Pearce, 2014). According to the eyewitness, “don’t shoot” were Brown’s final words (Pearce, 2014). Protesters took to the streets of Ferguson with their hands up chanting, defiantly “hands up don’t shoot” (Pearce, 2014). According to Reverend Al Sharpton, the hands up don’t shoot chant is meant to express the frustration the African American community experiences with the criminal justice system. (Pearce, 2014). Therefore controversy over whether or not Michael Brown was actually surrendering at the time of his fatal shooting is not as important as the underlying racial tension between the criminal justice system, especially law enforcement and the African American community in general. According to Kidane and Abbas (2014), the Michael Brown shooting death brings to the forefront the hopelessness and powerlessness of African Americans. Not only is a young black unarmed male shot and killed without accountability, African Americans protesting and calling for justice are assaulted with tear gas (Kidane & Abbas, 2014). Thus the “hands up don’t shoot” logo is a symbol of “solidarity” and dissatisfaction with the lack of recourse and equal treatment of the African American community by the criminal justice system (Kidane & Abbas, 2014). The hands up don’t shoot chant soon spread to social media under #handsupdontshoot, taking the protest to political activism via social media (Kidane & Abbas, 2014). Statement of the Problem The recent case of the police shooting death of Michael Brown, an unarmed African American teen-aged male in Ferguson, Missouri has been the subject of an ongoing social media campaign focused on racial tensions between the criminal justice system and African Americans. #handsupdontshoot on the popular social media forum Instagram, has been used to highlight perceived racial injustice between the African American community and the criminal justice system via the Michael Brown case. The hashtag (#) is a popular microblogging symbol used for directing browsers, users and bloggers toward the subject and quite often develops into a social media campaign in its own right (Small, 2011). This research is important because it is believed that social conflicts can be resolved when the public’s views are exposed through the media. When the public expresses its views through media channels, the public has a voice that is heard by policy makers and can indirectly influence policy reform (Wilson, 1998). Instagram however, provides the public with a media outlet in which the public can communicate directly to policy makers. Conceptual Framework and Review of Literature Conceptual Framework Cultivation theory assumes that when individuals are persistently exposed to negative verbal and/or visual images via mass media, they are more likely to form a negative view of the world (Orbe & Harris, 2014). Thus cultivation theory is tested by a content analysis of #handsupdontshoot on Instagram and how this message is received and understood. In this regard, in addition to examining and analysing the content of #handsupdontshoot microblogging on Instagram, four Instagram users equally representative of the African American community and White Americans will be interviewed about their interpretations of #handupdontshoot. Literature Review Over the past ten years, the treatment of African Americans by the criminal justice system, especially in regards to imprisonment and police brutality, has increasingly drawn public attention (Taylor, 2013). Taylor (2013) argues that although the Civil Rights Movement resulted in the repeal of racist practices, policies and laws, criminal law such as anti-drug legislation and policies have been used by police in a way that suggest racism is still a recurrent theme in the criminal justice system. The social media campaign using #handsupdontshoot opens up discussions about these perceived injustices and racial tensions and provides a unique opportunity to investigate through research whether or not these tensions continue. Buckler (2008) argues that mass media communications plays a significant role in the way that race relations informs popular culture. Specifically, the media’s coverage of “political issues” is said to have an impact on the way people think “about the issues” and “also activates associated racial or ethnic stereotypes held by individuals” (Domke, McCoy, & Torres, 1999, p. 570). The media’s influence on public perceptions of issues and racial and ethnic stereotypes might be related to the fact that the media has a tendency to portray racial tensions as news items and thus draws attention to them as informative (Gray, 1987). The social media campaign #handsupdontshoot draws attention to whether or not exposure to media content as opposed to actual exposure to conflict with the criminal justice system influences perceptions of justice and injustice. Social media has grown as a more profound player in public perceptions of political issues such as racism. This is because social media engages the masses globally and provides them with an opportunity to blog about political issues and to open community dialogue with each other (Joseph, 2012). Dialogue and communication between members of the public is important because it harnesses the perspectives and experiences of diverse races, cultures and classes and therefore informs policy-makers of the issues that most concern the public (Nemetz & Christensen, 1996). Social media also invites citizen participation in political issues and civic engagement which in the meantime influences the way the media reports on political issues. (Zuniga, Jung, & Valenzuela, 2012). The manner in which #handsupdontshoot is used on Instagram and interpreted by Instagram users provides an opportunity to determine whether or not social media is used as a tool for civic engagement. Research Questions 1. How is #handsupdontshoot used on Instagram? 2. How do Instagram users interpret this phrase? Research Methods This research study conducts a quantitative content analysis in which images posted on Instagram under #handsupdontshoot are examined for content and reactions from Instagram users are collected via semi-structured interviews. Images posted on Instagram using #handsupdontshoot are selected on the basis of relevance to the research questions and the background to this research. In this regard, the researcher looked for images that reflected racial tensions between the African American community and the criminal justice system and identified the most common themed messages. The most common themes were coded for ease of reference (See Figure 1 below). Figure 1: Themed Messages CODE THEMED MESSAGE 1 Activism 2 Fear 3 Powerlessness 4 Surrender 5 Injustice Altogether 100 Instagram #handsupdontshoot images were viewed over a period from 16th November 2014 to 28th November 2014. This period was selected because it is the period leading up to and following the Grand Jury decision not to indict Officer Wilson for criminal wrong doing in connection with the shooting of Michael Brown. This period was filled with tension as evidenced by riots and protests, particularly on 24th November 2014, the night of the Grand Jury verdict. The images were coded in accordance with the themes depicted in the table above (see Figure 1). One image representative of each code was selected for inclusion in this research as representative of the messages conveyed via Instagram. Sampling The researcher followed Iconosquare on Instagram which provides a collection of all posts on Instagram with #handsupdontshoot. The researcher examined 100 of the posts which are all photographic images containing #handsupdontshoot and selected five for inclusion in this study. The five samples were selected on the basis of their messages. Unique messages were selected that represented the different identifiable themes implicit in all of the posts (see Figure 1). By taking this approach a representative rather than repetitive sampling was selected. The interviewees were selected via Instagram and were followers of the researcher. They were approached via Instagram and asked if they would participate in an interview. With the consent of the interviewees, the interviews were conducted via video phone through Google’s Hang Out template. The interviewees were all over the age of 18 and therefore no ethical issues arose as to consent. In complying with ethical standards of research, the interviewees were informed that their identities would be withheld in accordance with their right to privacy. Results and Analysis of Content Analysis of #handsupdontshoot on Instagram Content Analysis: Instragram #handsupdontshoot A review of #handsupdontshoot on Instagram reveals a number of themes indicative of mistrust of the criminal justice system, especially law enforcement relative to its treatment of African Americans and the latter’s expectations of the criminal justice system. The results of the content analysis indicate that the theme of injustice was the most prominent expression contained in #handsupdontshoot. Twenty-seven percent of all posts under #handsupdontshoot contained a message of injustice and this theme continued for the period investigated leading up to and following the Grand Jury’s decision. However, this theme intensified in frequency after the Grand Jury’s verdict. The second most prominent theme was activism representing 21%. Activism as a themed message using #handsupdontshoot was more intense prior to 24 November, 2014, the night of the Grand Jury’s verdict. The surrender theme was a close third representing 20% of all #handsupdontshoot images on Instagram, but its frequency did not increase until after the Grand Jury’s verdict. Powerlessness, representing 15% of all postings during this period also increased following the Grand Jury’s verdict. Fear was a sporadic theme, representing only 5% of all posting and appeared to be distributed more frequently prior to the Grand Jury’s verdict. Two percent of images on Instagram bearing #handsupdontshoot did not appear to be relevant and showed various images indicative of spam and trolling (See Figure 2). Figure 2: Results of Content Analysis #handsupdontshoot on Instagram Coded Theme Represented by Percentages 1-Activism 21% 2-Fear 5% 3-Powerlessness 15% 4-Surrender 20% 5-Injustice 37% Irrelevant (not coded) 2% Representative Images For example (pic will be in the code sheet), a post by freeactivist in Chicago on November 16th, 2014 which falls under Code 1, shows the mouth of a Black male with his lips partly zipped (Code 1). The image ran a tag line “Our lives begin to end the day we become silent about things that matter. #MartinLutherKingJr.” The author proceeded to add a number of hashtags indicative of solidarity among those who were perceived to have been wronged by racial inequality and those who fought for equality. handsupdontshoot was among hashtags such as #tupac, #treymartin, #MLK, and #mikebrown. This solidarity not only calls for African Americans to unite, but to also recall the pain of the recent past and the work of prominent African American Martin Luther King Junior. In other words, this image was a call to action, and encouraged African Americans to break their silence. This message is implicit in the way the zipped lip is only partially zipped indicating an unzipping of the lips. Interviewees’ Understanding of the Phrase “handsupdontshoot” Altogether two females and two males were interviewed and asked for their perceptions of the phrase #handsupdont shoot and the various portrayals in images on Instagram. Each of the interviews were required to have an Instagram account with an understanding of the hashtag communication tool. One female was White, aged 28 and identified by her initials JP. The second female was Black, aged 53 and identified by her initials, CS. One male was Black, aged 25 and identified by his initials, CS. The final interviewee was 50 years old, White and identified by his initials, TR. The interviews were conducted face-to-face, and were interpersonal and informal discussions. Interviewees were given access to ICONOSQUARE a site followed by the researcher that provides a list of images on Instagram carrying #handsupdontshoot. Throughout the discussion, the interviewees were asked to browse the images as the discussion dictated. In particular the five images used in this report were focused on. Overall the results of the interview were partially consistent with Howell, et al.’s, (2004) findings that Black and White Americans have very different evaluations of police, on the basis that these differences were informed by past experiences with or knowledge of experiences of their respective race with police. Specifically, JP did not think it was unreasonable for anyone to surrender to the police when confronted by the police. From her perspective, it was the sensible thing to do and therefore, it was something every mother would want to teach her child. This view was motivated by the Instagram image in Code 3 above. She preferred that her child sit in jail waiting for a trial than to have her child die. JP admits however, that she has never had any contact with the criminal justice system although her white boyfriend has and he surrendered immediately upon being contacted by police. Thus for JP, the handsupdontshoot hashtag was meaningless and was not a productive way to draw attention to racial tensions between the criminal justice system and African American males. In particular, JP stated: I really don’t see what the fuss is over. Police shoot when you don’t cooperate and you appear to be dangerous. A young white male was shot near my house and he was unarmed, but appeared to be dangerous. It turned out he had some mental illness and had not taken his meds. I feel bad for him, as I do any unarmed male that is shot by police. But the police are under a lot of pressure and can only react to the danger as they see it in the moment. So if you, under far less pressure, are confronted by police, you should immediately put your hands up and show that you are not dangerous. How hard can it be? JP’s evaluation of police is consistent with Howell, et.al.’s (2004) findings in that she has not come into contact with the criminal justice system and her boyfriend’s experience was limited to one. She also appears to have faith in the criminal justice system and would rather take her chances there if confronted by police. The other female, CS had a different perspective. According to CS, police are always harassing African American males and “it gets old”. According to CS, once police approach African Americans, there are no remedies as the criminal justice system will validate the police behaviour by convicting and sentencing the African American with the result that his or her life is ruined anyway. Therefore, according to CS: I can see why they are using #handsupdontshoot. It’s not about begging police not to shoot, but begging for a fair chance and a fair process. According to CS, more than half the African males in her family and neighbourhood have been arrested, brutalized and convicted. This happens whether they cooperate with police or not. CS went on to explain: Obviously it is the system that is broken and that is what #handsupdontshoot is all about. It is not about how African Americans behave and how police respond. It is about how police behave and how African Americans respond. CS’s view of #handsupdontshoot shows that she perceives it to be an accurate symbol of how unsatisfied African Americans are with the way they are treated by the criminal justice system. Her experience with the criminal justice system informs her of this perception and it is this experience that informs her perception of #handsupdontshoot and its meaning for the criminal justice system. This is consistent with cultivation theory in that exposure to images or verbal communications cultivates how the individual interprets the environment. RS, is currently on house arrest as he awaits trial for a second degree felony. He has no other experiences with the criminal justice system. However, his older brother has a long list of felony convictions and according to RS. However, according to RS, he has never owned or carried a gun and has when confronted by the police he was cooperative and although handled with unnecessary roughness at his arrest, he did not think it was unreasonable as police did not know whether or not he was armed. RS however does agree with the #handsupdontshoot campaign because he feels that he has been excessively targeted by the police. According to RS: I have been stopped for jaywalking when I watch white men jay walk with police stopping their car and letting them cross. So I agree with #handsupdontshoot. It is pointing fingers at the criminal justice system which allows the persecution of Blacks who do not have a chance once they are targeted by police. RS like CS both have views that are consistent with cultivation theory in that they have been informed of their powerlessness as African Americans against a criminal justice system by their own exposure and experiences, whether directly or indirectly. TR is a unique interviewee and explains why the interview results only partially confirm findings by Howell, et al.’s (2004) findings. As a white male aged 50, TR has had several encounters with police and he feels he was brutalized and unfairly punished by the criminal justice system. TR disclosed that he was sentenced to 8 years in prison for an assault which he thought was unfair. He also disclosed that he was on probation at one time and his probation officer went on an active campaign to violate him. He therefore agrees with the underlying message behind #handsupdontshoot, but claims: All Americans are mistreated by the criminal justice system and the system itself needs to be fairer to all Americans. As a white male, TR’s opinion of the goal of #handsupdontshoot is inconsistent with Howell, et al.’s (2004) findings that Whites have a more positive attitude toward police. However, TR’s opinion is consistent with Howell, et al.’s (2004) findings that experience with the criminal justice system is predictive of how an individual will evaluate police. TR’s opinion of #handsupdontshoot is also consistent with cultivation theory in that his exposure to the criminal justice system informs his dissatisfaction with the criminal justice system. From his perspective the police shame anyone and the criminal justice system is also color blind in the administration of justice. Conclusion A review of literature reveals that racial tensions between police and African Americans continue despite reforms resulting from the Civil Rights Movement. The literature reveals that White Americans have a more positive perception of police than their Black cohorts do. Thus the research questions investigates findings in the literature that experience with the criminal justice system informs perceptions of law enforcement. The research questions also investigates findings in the literature that African Americans and White Americans have different experiences with law enforcement and that those experiences are reflected in different views of law of enforcement. This research study on #handsupdontshoot relating to the police fatal shooting of Michael Brown only partially confirm findings in the literature. The content analysis together with the interviews conducted reveal that in general, #handsupdontshoot represents a collective view by African Americans that the criminal justice system is in urgent need of reform. Cultivation theory was not substantiated in this study. Experiences rather than media exposure directs how #handsupdontshoot and Michael Brown’s death is viewed and understood. As the interview results show, African Americans are more convinced of the necessity and goals of #handsupdontshoot, while White Americans are divided. Much depends on their own experiences with the criminal justice system. White Americans experiencing perceived mistreatment have very similar beliefs to African Americans but do not regard, the injustice as racial in nature. Appendix Instagram Codes Code No: 1 Author: freeactivist Hashtags: MartinLutherKingJr; mikebrown, handsupdontshoot, tupac, mlk, motivation Date Posted on Instagram: 16 November 2014 Code No. 2 Author: truth.and.conspiracy Hashtags: handsupdontshoot, therevolutionwillnotbetlevised, mikebrown, fuckthemedia, notjusticenopeace, freedom, openyourmind, wakeuppeople, freeyourself, corruptsystem, occupyyourmind, ferguson, knowledgeispower, globalawakening. Date Posted on Instagram: 28 November 2014. Code No. 3 Author: Hotlike_fiyah Hashtags: handsupdontshoot Date Posted on Instagram: 28 November 2014. Code No. 4 Author: Boattothemoon Hashtags: handsupdontshoot, chargedarrenwilson, furguson, justiceformikebrown. Date posted on Instagram: 28 November 2014. Code No. 5 Author: Nokingsqueen Hashtags: handsupdontshoot and jazzyjeff Date Posted on Instagram: 28 November 2014. Interviewee Codes JP: Female, White, aged 28 CS: Female, Black, aged 53 RS: Male, Black, aged 25 TR: Male, White, aged 50 Summary of Interview Questions The questions asked of interviewees were related to their experiences with law enforcement and the criminal justice system. Other questions were aimed at determining how #handsupdontshoot on Instagram was interpreted by Instagram users. The purpose of the interview questions was to determine whether or not African American Instagram users and White American Instagram users shared the same perception of law enforcement and the criminal justice system and whether those perceptions were informed by experiences or by exposure to social media or the media in general. Bibliography Buckler, K. (2008). “Minimizing White Race-Based Behavior and Neutralizing Oppression Discourse: An Interpretive Content Analysis of Crash (2005).” Journal of Criminal Justice and Popular Culture, Vol. 15(1):1-33. Domke, D.; McCoy, K. and Torres, M. (October 1999). “News Media, Racial Perceptions, and Political Cognition.” Communication Research, Vol. 26(5): 570-607. Gabbodon, S.L.; Greene, H.T. and Young, V.D. (2002). African American Classics in Criminology and Criminal Justice. Thousand Oaks, CA: Sage Publications, Inc. Gray, H. (Mar-Apr 1987). “Race Relations as News: Content Analysis.” American Behavioral Scientist, Vol. 30(4): 381-396. Howell, S.E.; Perry, H. and Vile, M. (March 2004). “Black Cities/White Cities: Evaluating the Police.” Political Behavior, Vol. 26(1): 45-68. Joseph, S. (2012). “Social Media, Political Change, and Human Rights.” Boston College International and Comparative Law Review, Vol. 35(1):145-188. Kidane, L. and Abbas, H. November 15, 2014. ‘Hands Up, Don’t Shoot: Black Self-Defense in the Wake of Ferguson.” The Feministwire. http://thefeministwire.com/2014/11/black-self-defense/ (Retrieved November 28, 2014). Marshall, S. (August 1995). “Ethnic Socialization of African American Children: Implications for Parenting, Identity Development, and Academic Achievement.” Journal of Youth and Adolescence, Vol. 24(4): 377-396. Orbe, M.P. and Harris, T.M. (2014). Interracial Communication: Theory into Practice. Thousand Oaks, CA: SAGE Publications, Inc. Nemetz, P. L. and Christensen, S.L. (April 1, 1996). “The Challenge of Cultural Diversity: Harnessing a Diversity of View to Understand Multiculturalism.” Academy Management Review, Vol. 21(2): 434-462. Pearce, M. August 12, 2014. “Protesters Use Hands-Up Gesture Defiantly After Michael Brown Shooting.” Los Angeles Times. http://www.latimes.com/nation/la-na-hands-up-20140813-story.html (Retrieved November 28, 2014). Small, T.A. (2011). “What The Hashtag?: A Content Analysis of Canadian Politics on Twitter.” Information, Communication & Society, Vol. 14(6): 872-895. Taylor, C. (Spring 2013). “Introduction: African Americans, Policy Brutality, and the U.S. Criminal Justice System.” The Journal of African American History, Vol. 98(2): 200-204. Wilson, J.W. (September 1998). “Engaging Publics in Sociological Dialogue through the Media.” Contemporary Sociology, Vol. 27(5): 435-438. Zuniga, H. G. de; Jung, N. and Valenzuela, S. (April 2012). “Social Media use for News and Individual’s Social Capital, Civic Engagement and Political Participation.” Journal of Computer-Mediated Communication, Vol. 17(3): 319-336. Read More